Donald Trump’s data strategist warns marketers to blow up your playbook for new campaigns as the world has already changed
Donald Trump’s chief data strategist has argued Hilary Clinton copied Obama’s campaign playbook and tried to capitalise on sentiments which were four to eight years out of date, while Trump reinvented the wheel with his election campaign leveraging data to get across the line despite poll numbers dropping every time he appeared on television.
Speaking at yesterday’s Data Day in Sydney, Matthew Oczkowski, the data team leader of Trump’s election campaign and head of product for Cambridge Analytica, said whilst its important to learn from previous successful campaigns and marketing efforts – such as the 2008 Obama campaign – a key lesson from US elections is to blow up your playbook as soon as the campaign finishes, because the world – and the people you’re taking to – have already changed.
“He [Trump] was the right candidate for the right year,” he explained. “Would he have won in 2012? Probably not. Will he win in 2020? We don’t know. But for 2016 in the United States, he was the perfect candidate,” Oczkowski said.
Fascinating. What seems to be a success pivoted around the cult of personality has actually been revealed to be a series of laser-targeted dog whistles. If Trump’s opposition want to beat him next time, they are best not to bury their heads in the sand dismissing these processes with indignation, and digest some of what has been revealed within this presentation with regards exposure to the man himself.
Can’t stand the man for what he did, but definitely worth understanding how he did it.
Well how come all of his data didn’t tell him that Trump is an utter knob, who is pathalogicly lying and bullshitting the world via Twitter every day?
Well… it sort of did tell him that. So he figured out a way around the problem.
It DID. But Matthew is a Republican supporter who would probably have [edited under Mumbrella’s comment moderation policy] if it meant Democrats losing the election.
People ,or in this case Derek, this was a free and fair election and he won per the American college rules. Calling for brands to boycott and not learn from it is a colossal waste of time. I don’t like his politics either but I respect free speech enough to not put my head in the sand.