Barack Obama
David Plouffe
Communications Finance
Operations
New Media Paid Media
PolicyFieldCorrespondence...
AnalyticsEmail Blog VideoDesign OrganizingMarketing
Results
Other (1%)1,865,617
McCain (46%)59,934,814
Obama (53%)69,456,897
Popular Vote
Source: Federal Election Commission
McCain173
Obama365
Electoral Vote
Source: Facebook, YouTube, and Google Trends
0
20
40
60
80
100
YouTube Video Views
McCain Obama
0
0.6
1.2
1.8
2.4
3
Facebook Friends0
30
60
90
120
150
Unique Website Visitors
Mill
ions
Source: Google Trends
Unique Website Visitors
Source: Stephen Geer
Money Raised
CLINTON
OBAMA
McCAINJANUARY
‘07JANUARY
‘08JANUARY
‘09ELECTION DAY
ANNOUNCEMENT
PRIMARY GENERAL
Source: Federal Election Commission
McCain$201 million
Obama$656 million
Money Raised
Note: Does not include federal funds
Source: Washington Post and Federal Election Commission
McCain$201 million
Obama (Online)$500 million
Obama (Offline)$156 million
Money Raised
Note: Does not include federal funds
Lessons Learned
Lesson #1:
Define success.
Chuck Kennedy-Pool/Getty Images
Lesson #1:
Define success.
Lesson #1:
Define success .
Lesson #1:
Define quantifiable success metrics.
Email signupWebsite Raise money
Email signupWebsite Raise money
cost per click
sign up rate
$ per recipient
Email signupWebsite Raise money
cost per click
sign up rate
$ per recipient
Lesson #1:
Define quantifiable success metrics.
Lesson #2:
Question assumptions.
Media
Button
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Splash page experiment
Variations:
Button: “Sign Up”
Button: “Learn More”
Button: “Join Us Now”
Button: “Sign Up Now”
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Splash page experiment
Variations:
Media: “Get Involved”
Media: “Family”
Media: “Change”
Media: “Barack’s Video”
Media: “Springfield Video”
Media: “Sam’s Video”
Button:
1. Sign Up
2. Learn More
3. Join Us Now
4. Sign Up Now
Media:
1. Get Involved Image
2. Family Image
3. Change Image
4. Barack’s Video
5. Springfield Video
6. Sam’s Video
Splash page experiment
Variations:
Splash page experiment results
Splash page experiment results
Lesson #2:
Question assumptions.
Lesson #3:
Divide and conquer.
Donation button experiment results
VariationsNever
Signed UpSigned Up,
Never DonatedPreviously Donated
0.0% 0.0% 0.0%
+2.3% +27.8% +16.3%
-27.8% N/A N/A
+15.2% -24.6% +11.9%
+8.5% +2.9% +18.4%
Lesson #3:
Divide and conquer.
Lesson #4:
Don’t re-invent the wheel.
DbVisualizer
TextMate
OpenReports
Lesson #4:
Don’t re-invent the wheel.
Lesson #5:
Take advantage of circumstances.
Courtesy: Bradley Portnoy Taken: August 27th, 2008 9:42PM
Lesson #5:
Take advantage of circumstances.
1. Define quantifiable success metrics.
2. Question assumptions.
3. Divide and conquer.
4. Don’t re-invent the wheel.
5. Take advantage of circumstances.
Lessons Learned
Case Study
Lesson #1:
Define quantifiable success metrics.
Case Study
Playing userWebsite Paying user
Playing userWebsite Paying user
Playing userWebsite Paying user
cost per click
cost per playing user
revenue per playing user
Playing userWebsite Paying user
cost per click
cost per playing user
revenue per playing user
$1.15 $0.119/16:
9/22:
9/28:
$0.41 $0.10
$0.43 $0.19
$19 pay-to-play
$4 pay-to-play
freemium subscription
$0.33
$0.17
$0.17
Lesson #1:
Define quantifiable success metrics.
Case Study
Lesson #2:
Question assumptions.
Case Study
Lesson #2:
Question assumptions.
Case Study
Lesson #3:
Divide and conquer.
Case Study
Lesson #3:
Divide and conquer.
Case Study
Lesson #4:
Don’t re-invent the wheel.
Case Study
Lesson #4:
Don’t re-invent the wheel.
Case Study
Lesson #5:
Take advantage of circumstances.
Case Study
Lesson #5:
Take advantage of circumstances.
Case Study
1. Define quantifiable success metrics.
2. Question assumptions.
3. Divide and conquer.
4. Don’t re-invent the wheel.
5. Take advantage of circumstances.
Lessons Learned
1. Huge data challenges.
2. More effective user segmentation.
3. Democratization of tools & strategies.
The Future