Modern political campaigns home in on their key voters with drone-like percision, down to the smallest niche - like Prius-driving single women in Northern Virginian who care about energy issues. They compile hundreds of pieces of data on individuals, from party registration to pet ownership to favorite TV shows And they can reach people through Facebook, Pandora, Twitter, YouTube, or cable television.
The only problem: They do not have enough messages for them all.
The Big Data era of politics has left some campaigns drowning in their own sophisticated advances. They simply cannot produce enough new, effective messages to keep up with the surgical targeting that the data and analytics now allow.