Think Data Was Crucial in 2012 Election? Wait Until 2016

The 2012 election and big data are quickly becoming synonymous as the post-mortems and "How Obama Won" stories are published in the wake of the presidential contest. Speaking at Business Insider's Ignition conference in New York, Patrick Ruffini, president of Engage DC, and Blue State Digital CEO Thomas Gensemer weighed in on digital's role in the recent election cycle and the challenges that face the GOP in the data race for 2016.

The incumbent advantage was very real in 2012 -- especially when it came to implementing technology and organizing, Gensemer told the audience. "The biggest shift for democrats in this election was that we didn't have to deal with the primary," he said, noting that the general election focus allowed the Obama campaign to open up a series of field offices and digital infrastructures in swing states like Pennsylvania months before the Romney campaign. While Gensemer noted the Obama team's incumbent advantage, he also credits Howard Dean and Democrats with embracing digital as early as 2004. "Data and organizing have been the DNC's priority from 2010 onward," he said.