Tonight on AC360: How Obama's data crunchers helped him win
President Obama's campaign manager hired an analytics department five times as large as that of the 2008 operation.
November 8th, 2012
06:00 PM ET

Tonight on AC360: How Obama's data crunchers helped him win

Editor's note: Anderson Cooper will interview Michael Scherer about the data-mining strategy the Obama campaign implemented to get their candidate re-elected. Tune in at 8 and 10 p.m. ET.

(TIME) - In late spring, the backroom number crunchers who powered Barack Obama's campaign to victory noticed that George Clooney had an almost gravitational tug on West Coast females ages 40 to 49. The women were far and away the single demographic group most likely to hand over cash, for a chance to dine in Hollywood with Clooney — and Obama.

So as they did with all the other data collected, stored and analyzed in the two-year drive for re-election, Obama's top campaign aides decided to put this insight to use. They sought out an East Coast celebrity who had similar appeal among the same demographic, aiming to replicate the millions of dollars produced by the Clooney contest.

"We were blessed with an overflowing menu of options, but we chose Sarah Jessica Parker," explains a senior campaign adviser. And so the next Dinner with Barack contest was born: a chance to eat at Parker's West Village brownstone.