“We had to win this on the micro stuff”

Under Messina — the metrics-obsessed brain behind the operation — the campaign once defined by ideals and hope and change, became all about the data.

“We were going to demand data on everything, we were going to measure everything,” he said during the panel. “We were going to put an analytics team inside of us to study us the entire time to make sure we were being smart about things.”

Every night, Obama’s analytics team would run the campaign 66,000 times on a computer simulation. “And every morning,” said Messina, “we would come in and spend our money based on those simulations.”

Their models ultimately predicted Florida results within 0.2%, and Ohio within 0.4%. The only state they got wrong, noted Messina, was Colorado, “where we got one more point than we thought we would.”