The President may be the decider but data played a significant role in making decisions during the 2012 campaign. An effort to "measure every single thing in this campaign" led to a massive collection of information about voters. The collection was organized in one huge system so as not to repeat the mistakes of the previous campaign. In 2008, the data was contained in numerous databases using different data models. This limited the inter-operation among the different data sets, preventing the campaign from fully utilizing their data and created inefficiencies. By