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Political Campaign

As political campaigns enter the 21st century, the candidates that are most successful are the ones who are leveraging technology and data driven decision making to inform their fundraising and campaigns. Learn how political campaigns are using A/B testing, personalization, and other techniques to increase donations, volunteers, and win elections.

CNN: “The Secret to Winning a Presidential Campaign”

CNN: “The Secret to Winning a Presidential Campaign”

As campaigning for the 2016 U.S. presidential election gets into full swing, candidates on both sides are turning to Optimizely to connect with voters in a more personal way. CNN correspondent Laurie Segall interviewed our Co-Founder and CEO, Dan Siroker to learn how A/B testing changed the game during the Obama 2008 campaign, and to hear how candidates can and are using optimization to gain a competitive edge in the upcoming election.

This Team Has Data, Not Opinions: A/B Testing at the Romney 2012 Campaign

This Team Has Data, Not Opinions: A/B Testing at the Romney 2012 Campaign

From day one, Mitt Romney’s digital campaign team understood a common truth: the campaign is not a creativity contest – what looks best and what works best for the website is not always the same.

“We tried to be very conscious that this team doesn’t have creative opinions, this team has data,” says Ryan Meerstein, a senior political analyst from Targeted Victory, the agency who ran testing and optimization for the Romney campaign. “It’s hard for the team to argue with a graph that proves what works and what doesn’t.”

How Obama’s Campaign Team Sourced A/B Tests from User Feedback

When thinking about A/B testing, the pivotal question is what to test. Ideally you should focus your testing efforts on the page elements that are most likely to have an impact. A great source of discovery for high impact elements can come from focusing on the user experience. Usability studies, user experience research, heuristic evaluations, […]

CNN: Obama 2012 campaign doubling down on A/B testing using Optimizely

CNN Money recently published an article about the Obama campaign opening an office in Silicon Valley and mentioned Optimizely: Siroker helped bring the idea of “A/B” testing to the Obama campaign, segmenting the viewership of BarackObama.com to test how different pictures and messages affected donations and volunteer sign-ups. He’s now running a startup, Optimizely, that […]

How Obama Raised $60 Million by Running a Simple Experiment

On October 21, 2010 President Obama visited Palo Alto to raise money the good ol’ fashioned way: a $30,400-per-plate fundraising dinner. This tried and true fundraising technique is a great way to raise money if you can get the President of the United States to show up to dinner. But how can you raise money if no one has heard of you and all you have is a website? Back in 2007, when Obama was running for the nomination and trailing by double digits in the polls, that’s pretty much all we had.

As Director of Analytics for the Obama 2008 campaign, my job was to use data to help the campaign make better decisions. We started with just one simple experiment back in December of 2007.