Thread by @RighteousBabe4

Ooh. This!👇 politico.com/story/2017/10/…

Deeply enmeshed staffers...

On-site and apparently quite active...

Putting some pieces together...GOP built ginormous integrated data repository across the GOP<=>Campaigns<=>Partners

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GOP Data Center began with some key hires...including Andy Barkett - a FB engineer...

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This article highlights several of the vendors/partners that were integrated with the campaign via RNC Data Center
politico.com/story/2016/06/…

Did a behemoth 2-part thread that deep dives into many of the vendors/partners and their overlap across campaigns/GOP infrastructure...

The Moments above is from that 2-parter...Link to the unrolled Part 2...which begins with a link to Part 1...
tttthreads.com/thread/9196716…

Trying not to link too many other threads...basically...data shared across all channels and fed back to main RNC repository...loop

What's more intriguing now as more information is reported...CASE STUDIES...These were done and 'promoted' by vendors with Google/FB...

Let's look at a few...even though links may be dead now...there are screen shots 😆 

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👆Link is gone...for the "Research" for Rebuilding America Now PAC...

Let's start with the Rebuilding America Now/Google Elections successes...originally slides...several screen shots follow (3-up from slides)

Rebuilding America Now/Google Elections Successes
#1, 2, 3, 4 of 10

Rebuilding America Now/Google Elections Successes
#5, 6, 7, 8 of 10

Rebuilding America Now/Google Elections Successes
#9, 10 of 10

Another bit of research now removed from the Rebuilding America Now website included polling data...that we now know was fed into the RNC

Data Center...that fed into case studies, ad creative/messaging/testing...similar to Google 👆...👇& fed more testing learnings/optimizations

gop.com/rnc-testing-bo…

As for polling...ss for Rebuilding America Now polling cover memos (overall & battleground)...

Detailed polling from 👆...will show what I have for OH as a reference...have ss of all published at the time if anyone wants more info...

I haven't checked to see if this post is still active on Facebook...

👆SS from link
1, 2, 3, 4 of 15

Rebuilding America Now - Ohio Polling
#5, 6, 7, 8 of 15

Rebuilding America Now - Ohio Polling
#9, 10, 11, 12 of 15

Rebuilding America Now - Ohio Polling
#13, 14, 15 of 15

Trying not to overwhelm or bore anyone...but, the research/polling by Rebuilding America Now thru Google and others...loops back into the

Data Center loop...specifically laid out in this Growth & Opportunity Plan (mentioned in Part 2 of megathread)
gop.com/growth-and-opp…

👆Rebuilding America Now falls under "Friends & Allies"...from the summary recommendations...note the role/integration...

Data/learnings were fed back into the GOP Data Center repository...For example, polling info <==> advertising (markets/audience/message)...

Across channels (digital/tv/social media)...rallies/appearances/etc..So, looking back at this article for example...
latimes.com/politics/la-na…

Polling & ground game contacts <=> information <=> feed to data repository <=> testing/optimizing <=> messaging <=> audience <=> impact

Keeping with Rebuilding America Now...let's look at some ads/posts that were running on FB as well...cuz, yup I got screenshots!😉

Granted, these are not representative of ads placed/promoted...using page posts as proxy for messaging b/c typically all in lockstep...

A few more FB posts from Rebuilding America Now...some are re-ups of ads running on tv/digital...

Again, the coordinated efforts...from data collection/sharing...to fundraising...to pundits...to advertising...to appearances...

Have plenty more examples...but, that gives a flavor...these are ads from the RAN YouTube channel (as of June 2017)...

If you caught this nugget above...it was from this article...notice the focus on positive ads <=> from Google study
politico.com/story/2016/09/…

Hard to know exactly what role the embedded Google staff played...across the campaigns, PACs, vendors, partners, etc...but, we can glean

some possibilities...like utilizing Google keywords for trends/searches...somewhat like Twitter #...this article gives some insight...

ICYMI...Google has also been growing/learning in the targeting/behavior arena...building profiles...across platforms
wired.com/2009/03/google…

It's very prophetic eh? Interesting to note the YouTube tie in since certain groups are heavy users...Of course, you can 'opt out'...

If you've ever used Google, you are familiar with key words/ad words - even if you didn't know you were...🤣
adwords.google.com/home/how-it-wo…

There's paid/organic key words...which is where optimization comes in...again invaluable to have embedded staff...
adwords.google.com/home/tools/key…

And, just like with Twitter...you can analyze the trends...
trends.google.com/trends/story/e…

And, drill down...via timeline graph...

The tools are really cool & timely! Again, not having to learn it all on your own...but, having experts on hand...
newslab.pitchinteractive.com/ws/57230882137…

Again...this is just one piece of the whole...combo of 1:1 polling + trending data = robust idea of important issues...just a few more...

So, quick Google recap...embedded staff in DJT campaign...loads of info/tools to add to/build on...key learnings/optimizations...effective

We've crossed over into FB a bit with some Rebuilding America Now post examples. Similar to Google, there's lots of back-end analysis...

I don't have specific case study data for Rebuilding American Now and FB...but, there is a Rick Scott case study...since he linked earlier

to Rebuilding America Now...let's dive in...
m.facebook.com/business/succe…

Just a couple of call outs from 👆to get an idea...some may be boring...I'm a data 🤓 with advertising experience...🤣...it starts with result

Next part sums up the strategy/goal...and, a bit about some challenges in reaching the target audience...

Embedded staff is similar to expert media/adv firm to help maximize impact...matching creative/messaging to target audience...timely...

Let's dive into that "interests targeting" real quick...
facebook.com/business/produ…

You can click link and dive deeper into these...but high level core, custom, lookalike audiences...

And, audience insights...which gets deeper into targeting audience...

Again, there are tools available to help target and track your efforts...which having staffers helps hit the ground running...

The dashboard can be customized based on targeting parameters...

Nice summary of 1st party/native data points vs. 3rd party

Lastly, on FB tools...managing/tracking ads...

Ok...gonna wrap this up for now...have a few more bits to add...but, seems like a good stopping point...

To recap: DJT campaign benefitted from data infrastructure built by RNC/GOP over several years...and, embedded staffers from Google & FB

Several folks who worked on DJT campaign had experience in other campaigns, vendors/partners, and/or the GOP data center...we have gone

through a few pieces...1 Google/RAN partner analysis...1 campaign (Scott-FL)/FB partner case study...and a few tools available to campaign.

Consider all the campaigns...all the vendors/partners...all the "allies"...all those efforts with targeting, optimization, tracking...fed

back into the data repository loop...In addition to other bits and pieces like influencers, pundits, etc...Will hit a few of those soon. ❤️👊

Here's the unrolled version...Thanks for reading! ❤️👊

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