WASHINGTON (AP) — Donald Trump once called data “overrated” in politics. But with Election Day swiftly approaching, the Republican presidential nominee is spending millions of dollars on data and digital services in an effort to land donations and win over voters.
Ushering Trump toward a more analytical approach are Jared Kushner, Trump’s son-in-law and adviser, and Brad Parscale, the campaign’s digital director and a veteran Trump Organization consultant. Both men — friends — are new to politics and have built a team largely without Washington operatives, whom they dismiss as overpaid and overrated.
“People underestimate our data and digital because we haven’t been outspoken about what we’re doing,” Parscale said in an interview.
Modern political campaigns gather up as much data as possible to raise money and identify, reach and turn out voters. They use voter registration files, commercially available information about consumer habits and beliefs, and much more.