“People underestimate our data and digital because we haven’t been outspoken about what we’re doing,” Parscale said in an interview.

Modern political campaigns gather up as much data as possible to raise money and identify, reach and turn out voters. They use voter registration files, commercially available information about consumer habits and beliefs, and much more.

The most effective campaigns — think President Barack Obama’s — will arm their employees and volunteers with those analytics to knock on the right doors and make the right phone calls. Data also underpin effective media and digital outreach. “Digital” encompasses mobile apps, advertisements on websites, short videos on social media platforms such as Facebook and Snapchat, and more.

The Trump analytics team has become increasingly confident in its work, saying the campaign has raised more than $150 million online and produces tens of thousands of different kinds of online content every day to keep up the cash flow and connect with voters. On big-news days — such as the debate coming Sunday — the team creates 100,000 pieces of digital content.