Democrats Try to Build on Technology Lead

Wall Street Journal: “The centerpiece of the evolution in vote-targeting is a continuing effort to update the party’s vast database of how Americans vote and what issues and messages are most likely to move them. The voter file, arguably the committee’s most powerful asset, requires constant refreshing to help the party and its candidates find potential supporters.”

“The DNC is also looking to improve on some of the biggest innovations of 2012 by engineering new ways to sort that data, model expected outcomes and test the best methods and messages for persuading sympathetic voters. This can be as mundane as figuring out which font color prompts e-mail recipients to click on a link to more sophisticated modeling to predict election results.”