Obama For America Case Study

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4. Solving Our Problem Obama for America was a case study of the official campaign that was set in motion to reelect President Barack Obama in 2012. The goals of this initiative was to encourage supporters, reach and influence voters, and activate supporters to vote on behalf of Obama. Obama enlisted the help of Google Analytics for numerous reasons which included, to make data accessible to all team members for expeditious analysis, testing, and improvement; to access Real Time data in order to gain insight on messages and keywords that resonated with the users during a debate; to used Advanced Segments and Flow Visualization to lead optimization and testing; and lastly, to leverage the API of Google Analytics to deliver daily “Get Put the …show more content…
This strategy too can be used to make better informed decisions on the publics behalf. For example, Obama’s campaign used Google Analytic’s Real Time feature in order to provide them with the opportunity to see which debate related, organic search, brought the most viewers to the website, thus allowing them to see into the voter’s questions and concerns. Google Analytics could be used as a tool to give us the informal feedback needed in order to make more informed …show more content…
Google Analytics clearly relates to the book as it is another tool in which Google controls, that demonstrates how Google continues to monopolize the web, while also continuing to advance in making us their products at the same time. Google Analytics gathers information about the age, the browser, and the user, as noted above, however, the publisher can customize the information in order to collect more comprehensive data. Google Analytics, just like any other Google product or tool, continues to exploit our individual identities, dislikes, and desires to organizations in exchange for a profit. Although this information is sent anonymously to the website publisher it continues to demonstrate Vaidhyanathan’s claims in his book that we continue to often entrust Google too much when we really should be limiting the access to the information Google can attain about

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