Thread by @righteousbabe22

GOP Big Data Part 2.

Part 1 (unrolled). May be a bit to get through, but provides important background and context. tttthreads.com/thread/9186766…

A bit of a recap from Part 1:
* Following loss in 2012, the RNC made some high profile hires...

Part 1 recap continued...

For Part 2, will wrap up some of the background info...and delve into some uses of the data...

I did come across this piece...which I recommend reading in full...Will try to limit bits to highlight...
theatlantic.com/politics/archi…

👆References the "Growth and Opportunity Project" found here...
s3.documentcloud.org/documents/6236…

Integration/cooperation...GOP lost pop vote in 5 of last 6 elections...losing in many places...perception of GOP low...quite the ID crisis..

To change perceptions...implement a re-branding strategy...vs changing your 'core values'...still don't care, but folks may think we do...

I counted 11 'we/our' in these 2 paragraphs...basically, this is a re-branding campaign for the GOP...how to sell more R's in office...

um, wow...there's a bit more about the Hispanic demographic...essentially how to tweak messages and portray image...

🤣 A branding campaign for women too...with a bit of misogyny😟 ...

And, to clarify the integration across the board...optimization and testing...looking ahead to 2016...

A few more nuggets from the "Growth & Opportunity" Project document before we move on...shifting demographics, 'inclusion', 'war on women'..

A bit more...'friends & allies'...Note *most* legally organized... and their recommended role and $$...attack ads and id politics...

This is quite a recommendation and description...encouraging 'allies' to follow Dems and record "every movement, utterance and action" and

to develop a private stash to make public 'as effective vehicle' to shape issue debate...wonder if any could be taken out of context? 🤔

And, lastly...if this doesn't drive home the point that CU has warped politics/influence...and that the impact of influence known...🤯

Quick recap...There is quite a bit of information in the 100 pages of the "Growth & Opportunity Project"...following losses...plans to

build up data infrastructure...how to rebrand the party for broader appeal...and, how to coordinate with 'allies' for tactics and $$...

So, between 2012 losses & August 2015, quite a bit was accomplished on GOP data machine...to target/turnout votes
gop.com/rnc-launches-d…

A few stats for the RNC Data Center as of 8/3/2015...

A little background on Voter Scoring for the RNC Data Center...used for statistical models on voter behavior...and how best to engage...

Again...reminder that the extensive $ and effort was all for end goal...
washingtonexaminer.com/rnc-aims-to-av…

300 terabytes...data from over 20 years...all for FREE for all GOP presidential candidates...again the voter scoring scale...

Reportedly very accurate modeling...within 1.2% margin to predict voter turnout in NC in 2014...maybe helped by the 'vacuum' described...

Moving right along...we know there were some successes between 2012 & 2016 presidential elections...will be covering in more detail as we go

Let's start with some 'internal' congrats for some insights...
targetpointconsulting.com/big-data-bigge…

Power of analytics..data driven...$$$$..actionable...team of some familiar names...core decision makers...data to fill 5 Wikipedias...

A couple of new names...Chris Carr and Bill Skelly (CausewaySolutions)...real quick on them...

Carr was Nat'l Political Director for RNC...now appointed to Wynn Resorts Exec team...Wynn now RNC Finance Chair...
thenevadaindependent.com/article/former…

And, Bill Skelly...formerly with RNC leading team that 'revolutionized' use of data in campaigns...
causewaysolutions.com/the-team/bill-…

A bit more about Causeway Solutions...Analytics, Data Support, and Research...
causewaysolutions.com/services/

Back to the celebration...seems they were once again spot on for predictions...and, provided DJT campaign with most up to date info possible

Some insight into how they were successful...👀 52 BILLION prediction models...message analysis...integrating data...optimization...

From the hyperlink above...didn't go much further...but, thought 'clusters' were interesting...
targetpointconsulting.com/tpcs-fifth-gop…

And, back to some more congrats...American Crossroads...Rove...and associates...

About American Crossroads...simple 3-step plan and some $$$...🤣
americancrossroads.org/about/

And, the Leadership Team for American Crossroads...will highlight ones mentioned in congrats above...
americancrossroads.org/leadership-tea…

Steven Law...President & CEO...former W. Bush admin...US Chamber of Commerce...Exec. Dir. NRSC...Chief of Staff to McConnell...

Carl Forti...Political Director...founding partner BlackRock...EVP Freedom's Watch...Dir. NRCC...Romney PAC...Dep. Campaign Mgr. Romney...

Not sure if there was a mistake...no Stephenson...but, McLaughlin...Research Dir...noted as an 'integral part'...

Assuming most have heard of Rove...he's not featured on the Leadership Team...maybe he's more of the $$ guy...🤣
politico.com/story/2016/04/…

Back to the pats on the back...American Action Network (AAN) and CLF...

A little bit about American Action Fund...started by Fred Malek...adept at maintaining donor privacy...
msnbc.com/msnbc/the-newe…

Walsh (👆) fmr. Political Dir. NRCC...Shields fmr. RNC...and Conston...note the 'consortium'...

And, a final cheer for the opposition team...America Rising PAC...🙄
americarisingpac.org

Before we delve more into the Target Point congrats...it is important to recall how in the world Target Point came up...

Well...they seem to fit the 'allies' category from the Growth & Opportunity Project mentioned earlier in Part 2...
s3.documentcloud.org/documents/6236…

And, you may recall this article from Part 1....
thehill.com/policy/cyberse…

After going through the Growth & Opportunity project and the following August 2015 press release...the pieces fit together a bit better...

Like we know more about this 'RNC ID'...

'RNC ID' seems to line up with these descriptions mentioned earlier in Part 2 above...

And, this assertion below ties right into additional cheers from Target Point...ties right back to the Target Point celebration above...

And, going back to the looming question of how accurate the predictive models are/were...

A bit more summary level for Deep Root Analytics & the UNCOMMON size/scope of the breach and the timing for records to be exposed in June...

Before we delve into Deep Root Analytics and The Data Trust...let's peek at the Target Point Team...
targetpointconsulting.com/team/

Starting with Michael Meyers...Partner & President...long-time affiliation with GOP campaigns and organizations...

From LinkedIn...wait...I thought there were only 'liberal' professors
linkedin.com/in/michaelpaul…🤣🤣...

Brent Seaborn...Partner at TargetPoint...high-profile campaigns...microtargeting at GOP divisions...and, highlighted the thesis...

From LinkedIn for Seaborn...interesting the bio 👆 doesn't reference Deep Root Analytics 🤔...
linkedin.com/in/brent-seabo…

Also, the bio for Brian Kind was fascinating...National Director of Geo-Strategic Analytics...extensive WI data strategist...hybrid models..

And, from Brian Kind's LinkedIn...
linkedin.com/in/brian-kind-…

Someone else may want to dig to see if there is anything interesting linking 👆 and 👇 ...

Will close out TargetPoint with these last team members...note the coordinated/seamless link with the RNC 🤔...

Now onto the another firm mentioned in the breach article...Deep Root Analytics...
deeprootanalytics.com

Tying back to the info from the breach article...
thehill.com/policy/cyberse…

A little bit more about what Deep Root Analytics does ... and clients ....

If you are a visual person...a graphic from the 2016 election cycle...

Team not highlighted on the Deep Root Analytics website...however, this mentions Alex Lundry as co-founder...
adweek.com/brand-marketin…

Survey identified/characterized hesitant voters vs strong advocates for both DJT and HRC...and some additional datapoints...

And, a few more graphics of views from the survey and the common views...

My bad...there is this bio for Lundry...another undercover 'liberal' professor?🤣
deeprootanalytics.com/people/alex-lu…

Could go 🤓 & dive into audience targeting...but, will stick to high level & on 'addressable tv' targets...
deeprootanalytics.com/2017/05/24/dee…

Again, Deep Root Analytics seems to fit square into that 'allies' category...quite a few articles under their 'news' section...

One more before moving on since an important topic that will come up again...interesting to break out this caucus...
deeprootanalytics.com/2017/04/18/5-k…

Oh, and, Deep Root Analytics facing a class-action lawsuit...
businessinsider.com/deep-root-anal…

Whew! One more company to highlight from the breach...the Data Trust...a rather info lacking site...
thedatatrust.com/#what-we-do

But...there are other ways...🤣🤣
who.is/whois/thedatat…

Which leads to Dishant Rana's LinkedIn...and, a familiar campaign (Walker) pops up...
linkedin.com/in/dishant-ran…

To round out Part 2...as a recap there is essentially the Breach and the Coordination...

To recap the brief...let's go straight to the source...
upguard.com/breaches/the-r…

👆breaks it down into sections...starting with the summary....

Following the summary...the Discovery...

From Discovery to the Operation...the amount/type of data described 👀

$5 million to 2 firms....a bit on the web we untangled some as well...

This bit ties right back to the survey details above from Deep Root Analytics...with the hesitant/avid supporters & their stances on issues

Especially interesting given the 'allies' and their role discussion from the Growth & Opportunity Strategy...like Great America Alliance,

America First Action/Policies...etc...and their actions to promote the agenda...like ads...

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And, we covered the 'RNC ID' in detail above...along with the accuracy referenced before...

And, the significance...the 198 million people...the data left accessible...

And, to recap how these firms (Deep Root Analytics, TargetPoint, DataTrust) along with the GOP organization (RNC, RNCC, RGA, NRSC) worked

in tandem with the DJT campaign...sharing data (reportedly from GOP release at no cost)...staffers/resources...
adage.com/article/campai…

Key DJT campaign staffers...meeting with key 'allies' for the data center...

With a plan and target audiences for focus...and, those regular updates to the data...by the key 'allies'...

An understaffed campaign meets the RNC (Priebus) Data Center inspired specifically in reaction to losing in 2012 & funded by those 'allies'

With high-level staffers (Walsh/RNC) and from providers embedded into the campaign infrastructure...seamlessly analyzing and updating data..

Some more familiar names...and the datapoints feeding into the Data Center covered in detail earlier...

This bit...along with other reports of efficacy of other firms is quite interesting...given that there is simply so much overlap (as

detailed in Parts 1 & 2) between the firms hired as 'allies' and their relationships to multiple levels of the GOP structure & campaigns...🤔

Differing accounts of roles...but, interesting to mention the tv audience targets...

Given this mentioned previously...Deep Root Analytics announces new audience targets...
deeprootanalytics.com/2017/05/24/dee… …

Guess someone knows more about the development of these audiences for addressable tv...

Regardless...lots of $$ and several players...

And, oddly...WI is exactly where there is a specific talent/expertise...🤔

The data helped determine creative...again important to recognize the amount of data collected (vacuum mentioned)...updated constantly...

Lordy...wonder what 'magic sauce' was in this final file?🤔 But, notice this little nugget...

So to recap Part 2...the GOP Growth & Opportunity Project laid out a rebranding strategy....and plans to revamp/build up data warehouse...

with assistance from Citizens United ruling...$ and more from "allies"...coordination across the GOP infrastructure...and overlap of

current/former GOP staffers and vendor partners...collected & compiled ginormous amounts of data...targeted and optimized audiences...with

essentially unlimited $$$...to influence voters based on data collected and models produced...during 2016...continuing today...with little

to know concern for oversight/protection of data. Thanks for reading! End of Part 2.