Case Study: Obama for America achieves rapid, data-driven decision making and real-time campaign optimization with Google Analytics Solutions

Obama for America uses Google Analytics to democratize rapid, data-driven decision making

Obama for America (OFA), President Obama’s 2012 re-election campaign, needed to move fast: teams across web, email and ads required consistent, near–real-time access to actionable data to respond to debates, persuade voters and drive turnout during the critical final month. The core challenge was democratizing analytics so non‑technical staff could make quick, evidence‑based decisions during live events and complex, state‑by‑state get-out-the-vote operations.

OFA implemented Google Analytics—using Real‑Time reports, Advanced Segments, Flow Visualization and the API with automated dashboards—to surface what messages and keywords resonated, run rapid‑response search ads (for example on “binders full of women”), optimize site flows and voting‑lookup tools, and deliver daily conversion reporting. The approach sped testing and optimization, increased engagement at key moments, and was widely credited by analysts and media as a significant contributor to the campaign’s success in battleground states.

Obama for America

Nate Lubin

Director of Digital Marketing, Obama for America