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The Engineers Who Helped Obama Get Reelected - Business Insider

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The billing the Republicans gave the tool confused almost everyone inside the Obama campaign. Narwhal wasn't an app for a smartphone. It was the architecture of the company's sophisticated data operation. Narwhal unified what Obama for America knew about voters, canvassers, event-goers, and phone-bankers, and it did it in real time. From the descriptions of the Romney camp's software that were available then and now, Orca was not even in the same category as Narwhal. It was like touting the iPad as a Facebook killer, or comparing a GPS device to an engine. And besides, in the scheme of a campaign, a digitized strike list is cool, but it's not, like, a gamechanger. It's just a nice thing to have.

It's worth re-reading the Atlantic article about this effort:

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