For those interested in the psychology of voting, a popularized version of some of the research and micro-targeting that gave Obama’s campaign the edge in GOTV efforts. Incredible sophistication in polling, data, and understanding behaviour. And as the election results showed, it worked, and likely more cost-effective than some of the mass media advertising.
Another illustration of how the evidence-based approach is more insightful and effective (e.g., Nate Silver, Sasha Issenberg) compared to the punditry (e.g., George Will, Michael Barone, Peggy Noonan). Of course, punditry makes better TV!
And another piece by Time on their big data approach: