Voter data crucial to Romney’s victory


By Maeve Reston – A central factor in Mitt Romney‘s impressive win in New Hampshire was a sophisticated and relentless voter contact program that locked in supporters early and turned them out to the polls.

Flush with cash as other rivals limped through the summer and fall, the Romney team poured resources into data: Operatives mined reams of consumer information — from the number of purchases voters made at Williams-Sonoma to their range of financial investments — to build a model that would allow them to find and identify potential supporters. more>

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