carol davidson was director of integration and media targeting for the obama campaign. >> the hardcore analysts were in the room for multiple reasons. this was our like more top secret work so you don't want press coming by to like see what was on the screens of everyone and we actually during the election didn't even want people to know the group even exist. >> tech team worked its algo he algorithms. carol davidson figured out how to get the message to the specific voter and developed the optimizer showing what television shows the persuadables were watching and when. this information was sold by some of our cable companies. >> we were able to get the data from the vendor and in guest it into the system and pair that data to the voter file data. >> people find something creepy about this much data out there about them and used in a political campaign. >> at the end of the day you get e-mails sent to your house all the time. you didn't know the person that sent them to you and they still know he your name. if i say hi pete they are is barack obama that might be jarring. freak you out.

carol davidson was director of integration and media targeting for the obama campaign. >> the hardcorenalysts were in the room for multiple reasons. this was our like more top secret work so you don't want press coming by to like see what was on the screens of everyone and we actually during the election didn't even want people to know the group even exist. >> tech team worked its algo he algorithms. carol davidson figured out how to get the message to the specific voter and developed the optimizer showing what television shows the persuadables were watching and when. this information was sold by some of our cable companies. >> we were able to get the data from the vendor and in guest it into the system and pair that data to the voter file data. >> people find something creepy about this much data out there about them and used in a political campaign. >> at the end of the day you get e-mails sent to your house all the time. you didn't know the person that sent them to you and they still know he your name. if i say hi pete they are is barack obama that might be jarring. freak you out. j

. >> carol davidson was director of immigration and media targeting for the obama campaign. >> they wereews it was more pop secret work. you don't want the press coming by to see what was on the screens. you don't want the people to know it even existed. >> they worked in algorithms to determine who the voters where in the battle ground states. they figured out how to get the message to their voters. she developed the optimizers to tell them what television shows they were watching and when. this information was sold by some of your table companies. >> we were able to get it into the system and to the voter file data. >> there is something about it being out there and being used in the political campaign. >> you get e-mails sent to you all of the time you know the person that sent them to you. you can say hi peter this is barack obama, that may be jarring. it may freak you out. is it just different or is it a concern about i think vaiding your life. >> at one point during the campaign they were running it on 15 different cable stations. >> he is a republican consultant who has been preac

carol davidson figured out how to get the obama message to those voters.eloped something called the optimizer which showed her what television shows the persuaders were watching and when. >> a lot of people find this creepy. >> at the end of the day you get e-mails or mail sent to your house all the time but you didn't know the person that sent it to you. i can say this is barack obama, that might be jarring. so is it just difference or really a concern about invading your life? >> the democrats have a big advantage on this. both sides microtargeted. t democrats took it to the next level. >> reporter: former white house chief of staff also close to the romney campaign. >> the brilliant part. they took volunteers and painted them to the voter file and microtargeted them and mapped their social network. they knew who was on your facebook page and who was on your twitter feet. >> reporter: rove insists republicans can compete. that will excite many gop pa partis partisans. will this new way of politics give us better manipulators rather than better leaders? >