The Trump campaign used data and analytics to capitalize on clues from early voting returns, including data on Latino voters in Florida, whom an undisclosed Hispanic agency helped the campaign reach.
That's according to Matt Oczkowski, who headed up the Trump campaign's team of embeds from U.K.-based data firm Cambridge Analytica. Mr. Oczkowski believes that polls failed to predict victory for the president-elect in key battlegrounds partly because many surveyed only people deemed to be likely voters because they had voted in previous elections, excluding non-voters being drawn to the polls by Mr. Trump.
"We've seen times over the course of the last month that pointed to a potential outcome like last night," Mr. Oczkowski said Wednesday.
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