Azarias Reda, the RNC's new chief data officer, is leading an internal incubator to change the way the party uses technology for campaigns—and taking a page from the Obama campaign's playbook. (RNC)
By KIMBERLEY A. STRASSEL
No evidence exists that Francis Bacon made it to Ethiopia, but in a back room of the Republican National Committee building there is a lot of evidence that Azarias Reda absorbed one of the English philosopher’s more famous observations: scientia potentia est. The 28-year-old data evangelist is helping lead the effort to transform the GOP’s knowledge of voters into the power to win elections.
Republicans got thumped in the 2012 elections in no small part because of a voter-data failure. The Obama team crushed the Romney campaign and the RNC: on turnout, on targeting and in social media. Democrats are betting heavily that their operation will once again save the day—turning out enough voters in key states to save their Senate majority in November.
Mr. Reda, Ethiopian by birth, American by choice, was recruited by the RNC in November as its chief data officer. He and the nearly 50 data scientists and engineers he has recruited to an in-house tech incubator—Para Bellum Labs—are a mind-blowing sight at RNC headquarters. Hipsters in T-shirts and jeans wade through besuited politicians toward a digital room that sports rows of computers and dry-erase walls.
This room is where I met Mr. Reda last week and pointed out that Democrats are already ridiculing the Republicans’ big-data effort, claiming that there’s no way the GOP can catch the Obama turnout machine.
The comment causes the otherwise serious young engineer to break out in a mischievous grin. “I don’t want to catch up to a presidential campaign from 2012,” he says, making 2012 sound like so last century. “What we’re doing here is what a tech startup would do in 2014. Data science has traveled a lot in just the past few years.”
The RNC line is that it intends to leapfrog Democrats in the technology of turnout, and a lot is riding on the claim. Twenty years ago the GOP created the first voter “file” on millions of Americans. Democrats spent years catching up, only to get outpaced again in 2004 by the Republican innovation of microtargeting, which allowed campaigns to contact and turn out subgroups of voters.
Read more at The Wall Street Journal »
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The GOP arms itself for the next “war” in the analytics arms race
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