Campaigns and elections have always been about data—underneath the empathetic promises to fix your problems and fight for your family, it’s a business of metrics. If a campaign is lucky, it will find its way through a wilderness of polling, voter attributes, demographics, turnout, impressions, gerrymandering, and ad buys to connect with voters in a way that moves or even inspires them. Obama, MAGA, AOC—all have had some of that special sauce. Still, campaigns that collect and use the numbers best win.
