President Obama’s re-election campaign is reportedly building a massive database of information about potential supporters.
The database seems to bring together information about supporters gathered from all branches of the campaign — everything from an individual’s donation records to volunteer activity to online interactions with the campaign — aimed at allowing the campaign to personalize every interaction with potential supporters.
Earlier this month, we built an interactive graphic showing how different Obama supporters received different variations of the same email — one way that the campaign may be using data to personalize messages.
We can’t describe the Obama campaign’s database with certainty because the campaign won’t talk about it. Citing concerns about letting Republicans learn its tactics, the campaign declined our request for comment — as it has with other outlets — about what data the campaign collects and what it’s doing with the data. The campaign did emphasize that, regardless of what information it gathers, it has never sold voter data or shared its voter database with other candidates.