Thursday, March 08, 2012

Obama Campaign’s Vast Effort to Re-Enlist ’08 Supporters - NYTimes.com

Political campaigning state-of-the-art

For instance, with the help of Web developers recruited from the private sector, it has dedicated considerable hours creating technology that can make its Web site, barackobama.com, fit perfectly onto any screen, be it an iPhone, Blackberry or Droid — a seemingly small detail that campaign officials say can make a huge difference when it comes to enticing donors or volunteers to stay connected or click a “donate” button.

It has tested various messages sent to different profiles of Internet users to see which get the best responses in terms of commitments of money or time — a single color change, advisers say, can keep an online user on site for longer. That effort has been helped along by the chief scientist, Rayid Ghani, who joined the campaign last year from Accenture Technology Labs in Chicago.

Obama Campaign’s Vast Effort to Re-Enlist ’08 Supporters - NYTimes.com

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