While both campaigns blanketed swing-state television airwaves with advertisements, outside observers said Obama’s treasure trove of data helped give him a notable edge over Republican Mitt Romney.

After laying the groundwork more than four years ago, Obama’s camp was able to analyze the data it culled from supporters in 2008 to hone its message and micro-target its ground effort…

An Obama campaign official acknowledged that the head start helped, adding that the campaign was able to build on the platform from the previous election.

The official said the campaign also leveraged a variety of social media tools to target various demographics. It used the online bulletin-board-style tool Pinterest to reach out to women and the blogging site Tumblr to target young voters.