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-- prying eyes series continues tonight you've been here for weeks about how the government is sweeping up information about American citizens.
Searching reporter's phone records and emails gathering data of Americans targeting certain groups.
But the political power of your data is nothing new to President Obama and his team.
Here's correspondent Peter Boyer in part four -- prying eyes series.
I wish that I had been able to fulfill your hopes to lead the country in a different direction.
Nearly half of America Mitt Romney's -- election night 2012.
Came as a shock.
-- the terrible economy at home in new dangers abroad President Obama seemed so beautiful.
But Romney didn't know what Obama.
-- -- pleasure for change Obama's team to use the advantages of incumbency.
Time and money to create something new and politics.
Extra credit perfect political corporation Sasha Eisenberg literally wrote the book on this new science of political campaign that Obama master.
Make sure people polled by harnessing data like you -- TV viewing habits your social media network -- voting history.
The Obama campaign made a virtual profile of every single persuade -- -- voter in the country.
Then with experiments borrowed from behavioral psychology.
They targeted people with personalized messages.
And coaxed him to the polls.
-- are basically like drug trials for politics pharmaceutical trials of the voters -- the Guinea -- this experimental politics was developed in this very plain looking Washington DC office building that is home to the labor giant.
The AFL CIO.
Inside is a secretive entity called the analyst happens to.
What is the analysts institute.
They also instituted the consortium of of liberal groups parties' campaigns and consultants -- -- -- specifically to do science and in secret to help Democrats win elections.
Eisenberg likens this enterprise to a political Manhattan Project with the goal of developing political super weapons.
It was first seen in -- Michigan governor's race six years ago.
A couple of researchers were testing a concept called identities salience.
They randomly assigned voters.
To get one of several pre election get up about reminders and one of them said something like.
Your Peter here's your history as a voter interior neighbors' vote histories and then there was a threat.
They threatened to tell your neighbors you didn't vote.
And this increased.
Turnout among the people who receive -- by 20%.
Recognize the behavioral psychology could help them shape what voters thought -- influence how they behaved.
The consortium of psychologists.
Help Obama to define Mitt Romney.
End of the campaign embedded several people from the analyst at least two into the reelection headquarters in Chicago.
And so what was the case of the -- -- -- put the analysts.
Carol Davidson was director of immigration and media targeting for the Obama campaign.
-- hard -- analysts were in that room them for multiple reasons so this was our night.
More top secret -- great so you know.
You don't want us pass coming by to exceed what was on the screens of ever going and we actually during elections and you really want people to that degree even exists at.
The president's tech team worked its algorithms to determine exactly who to persuade -- voters were in the battleground states.
-- Davidson figured out how to get the Obama message to those specific voters should develop something called the optimizer.
Which showed -- what television shows the persuade -- bulls were watching.
And win this information was sold by some of your cable companies.
There's also a lot of people find some sort of creepy about this -- anatomy out there about them and he is a political campaign.
-- candidate get emails are directed our -- -- your house all of kinda like he didn't know the person -- -- -- -- any -- and say hi Peter like this is Barack Obama.
That may be jarring.
Trade and and -- yeah.
Could -- would think he'd freak you out so is it is it just difference or is it really concerned about invading your life.
The Democrats have a big advantage on this both sides micro targeted.
The Democrats however took it to the next level.
Karl Rove is a Fox News contributor and former deputy White House chief of staff who was also close to the Romney campaign this is the other single.
Brilliant part of the Obama campaign.
They took their volunteers and -- -- them to the voter file and micro targeted.
And they -- their social network so they knew who was on your FaceBook page who was on your look at who is linked in with you.
Who was on your Twitter feed and you were brave handsets rove insists that Republicans can compete and -- even win this new political arms race.
That will excite many GOP partisans who just won a victory.
But will this new way of politics just give us better manipulators.
Rather than better leaders what happened to old style political.
Gut and political leadership -- -- out there trying to sell an idea that people unconvinced.
This idea is worth voting for when you put your finger on a good thing because.
If you rely on the dated to dictate everything to you you make no room for leadership to the responsibility leadership is not simply to follow but to mold public opinion in the right direction.
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