KXEN’s Predictive Analytics Helps Drive a Smarter Obama Campaign
Predictive insight on “big data” gives campaign strategic advantage
Data scientists use agile predictive analytics to optimize email and social
SAN FRANCISCO -- January 29, 2013
KXEN, the leading provider of predictive analytics for business users, today
announced that the Obama for America (OFA) Analytics Team used KXEN’s
InfiniteInsight^® as part of their predictive analytics platform, which
delivered a strategic advantage in the election.
When it comes to change, Obama’s campaign team led America by example. The
campaign used data and analytics to make better decisions and run the effort
as efficiently and productively as possible. “We are going to measure every
single thing in this campaign,” said Jim Messina, Obama for America campaign
Highly targeted campaigns
The Analytics Team selected KXEN’s InfiniteInsight^® as one of the tools in
the predictive analytics platform to drive the modeling process. Rayid Ghani,
the Analytics Team’s Chief Scientist, managed the implementation of KXEN’s
predictive analytics tools.
“We now had all of this data which we wanted to use to interact with our
supporters – from fundraising to volunteer recruitment – in a more effective
and targeted manner. We knew that digital channels like email, our website and
social media were going to be pivotal in 2012, but needed the agility and
speed we got from KXEN to scale to the challenge of online, where data sets
are huge and changing all the time.”
KXEN’s agile predictive modeling helped the campaign target voters and
volunteers at scale with up to date online and offline data. This approach
allowed OFA to run campaigns through email and social media sites like
Facebook and Twitter.
The campaign’s fundraising success was assisted by predictive models to
improve frequency and timing to drive higher giving. Other specific examples
*Fundraising campaigns optimized by predictive models resulted in higher
*Predictive insights identified and explained segments of voters who were
*Inviting supporters to log into the Obama campaign with their Facebook
accounts allowed OFA to personalize communications and outreach which
drove individuals to volunteer, register, or turn out the vote.
“The timely and accurate insights provided by KXEN led to more effective and
quicker targeting and in the end, more votes,” said Ghani.
“We are pleased to have been part of the first large-scale use of predictive
analytics in a major campaign. Today, smart people are turning to data and
analytics to drive better decisions and run more efficient organizations and
the OFA campaign is an excellent example of how this works in practice,” said
John Ball, CEO of KXEN.
* “Inside the Secret World of the Data Crunchers Who Helped Obama Win,” by
Michael Scherer, Time, November 7, 2012.
For more information on KXEN and InfiniteInsight^®, please visit:
KXEN is revolutionizing the way companies use predictive analytics to make
better decisions on petabytes of big data. Based on patented innovations, the
company's flagship product, InfiniteInsight^® and its pure cloud-based
platform, Cloud Prediction™, deliver orders of magnitude improvements in speed
and agility to optimize every step in the customer lifecycle – including
acquisition, cross-sell, up-sell, retention and next best activity. Proven
with over 500 deployments at companies such as AAA, Allegro, Bank of America,
Barclays, Belgacom, CBS Interactive, ING Direct, Lowe’s, Meredith Corporation,
Mobilink, Overstock.com, PT XL Axiata, RealNetworks, Rhapsody, Rockwell,
Rogers, Sears, Shutterfly, Stage Stores, U.S. Cellular and Vodafone, KXEN
solutions deliver predictive power and infinite insight. KXEN is headquartered
in San Francisco, California with field offices in the U.S., Paris and London.
Andrew Savitz, 415-904-4168
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