theodp writes "Mother Jones reports on Obama's Digital Gurus, the top-secret team of analytics engineers and scientists led by hipster CTO Harper Reed who work on text analytics, social network/media analysis, web personalization, computational advertising, and online experiments & testing from the campaign's Chicago HQ and satellite offices. For OFA (Obama for America), writes Tim Murphy, there is no such thing as Too Much Information. 'In terms of just the sheer amount of data that political candidates have on you,' says UNC Prof Daniel Kreiss, 'I think everyone finds it creepy.' Still playing catch-up to OFA in its data efforts is Team Romney, which reportedly hired former employees from places like Google Analytics, Apple, Ominture, and Overstock.com in an attempt to reverse engineer the Obama campaign's strategy."
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