Yes, Digital Marketers Can Gain Obama Campaign's Data Crunching Advantage

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Top Obama campaign data managers share secrets for precise audience targeting, new media engagement and data testing at WebTrends Engage 2009 marketing optimization conference.

The data-mining techniques used by the Obama campaign offer digital marketers a road map for building more meaningful relationships with their customers

At WebTrends Engage 2009, two of the data management architects for Barack Obama's presidential campaign will discuss how marketers can employ the sophisticated data-mining techniques that helped Obama win the White House.

Dan Langer, the campaign's national data director, and Luke Peterson, data architect for Obama for America, will take part in a lively Q&A session April 8 at the Red Rock hotel in Las Vegas. WebTrends, a leader in analytics and marketing optimization, will host the two-day Engage 2009 conference, which will be packed with learning and industry interaction opportunities to optimize online and offline marketing campaigns, drive revenue growth and generate new business opportunities.

"The curtain is closing on wasteful, mass-market campaigning and business marketing," Langer said. "Candidates, non-profits and businesses that master the art of melding the large databases at their disposal can realize the promise of one-to-one engagement with diverse audiences."

The Obama campaign refined the data-mining techniques used by businesses and a growing number of candidates, cultivating active voters and donors by cross-referencing hundreds of disparate data sources and democratized access to much of this data throughout the campaign.

At WebTrends Engage 2009, Peterson and Langer will discuss how the Obama campaign:

  •         Obama, database, web analytics, Engage09. Created precise voter profiles by integrating traditional voter and party data with publicly available consumer information, along with email, mobile and other voter contact information.
  •     Kept supporters engaged by delivering targeted messages through email and mobile text messaging, in addition to traditional in-person and phone canvassing.
  •     Provided self-service online access for more than 20,000 organizers to databases of campaign contact s and other public information.
  •     Improved the accuracy of their outreach efforts with repeated testing of data sources and the messaging used in campaign outreach.

"The data-mining techniques used by the Obama campaign offer digital marketers a road map for building more meaningful relationships with their customers," said WebTrends Vice President of Marketing Jascha Kaykas-Wolff. "This keynote is just one example of how Engage 2009 will deliver the practical, results-oriented insight that digital marketers need to succeed today."

About WebTrends Inc.
WebTrends provides web analytics and online marketing solutions to optimize marketing campaigns and customer engagement. WebTrends Marketing Lab delivers the industry's most recognized analytics, SEM, and visitor intelligence solutions to enable companies to understand their customers, drive customer engagement, and enhance marketing and brand awareness. Thousands of leading global organizations, including Microsoft, Reuters, General Mills and Ticketmaster have chosen WebTrends business solutions and client services expertise to optimize their customers' online experiences.

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Jascha Kaykas-Wolff

Colin Crook
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