. >> obama's data operation was lead by harper reid. >> the obama campaign's real heroes, harper reid, the technology mastermind behind obama's win. >> i'm an incredible person.ed, technology mastermind behind obama's win. >> i'm an incredible person. this is a very straight forward thing here. >> you got credit for obama's victory. >> i was just a cog. i just looked differently so the media didn't know what to do with me. >> the media same the romney campaign was high-tech. >> on election day, the campaign will activate a sophisticated system for tracking their get out the vote efforts. >> but we know how that story ends. romney had four people working in data analytics. obama had 50. and he had something called -- >> project narwol. >> a data program with a code name. >> he named it narwhal. >> we wanted a code name that would be fun to say. it's kind of a joke, really. once it leaked, nobody knew what to do. suddenly there was this mythical narwhal. then everyone was like, what's narwhal? >> meanwhile, romney's team had orica, a database name for another sea creature.ca, a data ano