dcblogs writes "The self-described nerds of President Obama's presidential campaign last year are back using big data analytics, this time to help Newark Mayor Cory Booker achieve a landside primary win Tuesday in the New Jersey Democratic primary for a vacant U.S. Senate seat. The data scientists from Obama and Romney campaigns recently formed their own consulting businesses within months of each other. The chief data scientist for Romney's campaign, Alex Lundry, co-founded Deep Root Analytics. He gives credit to the Obama campaign's data effort in 2012. But since last year's election, "what you are seeing is a flurry of activity on the right to make sure that we not only catch them, but surpass them," Lundry said. Meanwhile, the co-founder of BlueLabs, Chris Wegrzyn, a senior member of Obama's 2012 campaign analytics department, says last year was turning point for big data analytics in elections. "Usually the nerds in the back room don't warrant a great deal of attention, especially in politics," said Wegrzyn, "but the world is changing.""