Obama’s White Whale

As part of a project code-named Narwhal, President Obama’s reelection team is working to link once completely separate repositories of information so that every fact gathered about a voter is available to every arm of the campaign.

Such information-sharing would allow the person who crafts a provocative email about contraception to send it only to women with whom canvassers have personally discussed reproductive views or whom data-mining targeters have pinpointed as likely to be friendly to Obama’s views on the issue. From a technological perspective, the 2012 campaign will look to many voters much the same as 2008 did. There will not be a major innovation that seems to herald a new era in electioneering, like 1996’s debut of candidate Web pages or their use in fundraising four years later; like online organizing for campaign events in 2004 or the subsequent emergence of social media as a mass-communication tool in 2008. This year’s looming innovations in campaign mechanics will be imperceptible to the electorate, and the engineers at Obama’s Chicago headquarters racing to complete Narwhal in time for the fall election season may be at work at one of the most important. If successful, Narwhal would fuse the multiple identities of the engaged citizen—the online activist, the offline voter, the donor, the volunteer—into a single, unified political profile.