The Victory Lab: The Secret Science of Winning Campaigns

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Random House LLC, 2012 - Political Science - 357 pages
80 Reviews
The book Politico calls “Moneyball for politics” shows how cutting-edge social science and analytics are reshaping the modern political campaign.

Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We've seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century.
The Victory Lab follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do. Issenberg tracks these fascinating techniques—which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods—and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity.
Provocative, clear-eyed and energetically reported, The Victory Lab offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.
  

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Review: The Victory Lab: The Secret Science of Winning Campaigns

User Review  - Shai Sachs - Goodreads

A really excellent and engaging book on the history of data management in politics, which, as a bonus, features some fairly compelling characters. As someone who works in the cottage industry that is ... Read full review

Review: The Victory Lab: The Secret Science of Winning Campaigns

User Review  - Yulin Zhuang - Goodreads

An excellently written history of the efforts to put "science" into political science. I had heard a lot about the "data-driven" and "experimental" Obama campaign, and it was fascinating to see the ... Read full review

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Contents

AGAMEOFMARGNS
70
WHENSHAMEPAYSAHOUSECALL
212
THE SOUL OF A NEW MACHINE
272
Copyright

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About the author (2012)

Sasha Issenberg is a columnist for Slate and the Washington correspondent for Monocle. He covered the 2008 election as a national political correspondent for The Boston Globe, and his work has also appeared in New York, The Atlantic, and The New York Times Magazine. His first book, The Sushi Economy, was published in 2007.

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