Moneyball for politics.

—Politico

Renegade thinkers crash the gates of a venerable American institution, shoving aside its so-called wise men and replacing their gut instinct with a radical new data-driven order. We’ve seen it in sports, and now in The Victory Lab, journalist Sasha Issenberg presents the untold story of the analytical revolution upending the way political campaigns are run in the 21st century.

Sasha Issenberg is our most acute observer of the modern political campaign. With vivid portraiture and crystal-clear prose, he takes us beyond the charge-and-counter-charge, the rallies and stump speeches, to show us the hidden persuaders. 

—Richard Ben Cramer, author of What It Takes

The Victory Lab follows the maverick operatives and academics now calling the shots in some of the most cutting-edge war rooms, in the process transforming the highest-stakes industry in the country. Armed with research from behavioral psychology, data-mining, and randomized experiments that treat voters as unwitting guinea pigs, the smartest campaigns now believe they know who you will vote for even before you do.  Issenberg uncovers the secret history of modern American politics, pulling back the curtain on these revolutionary tactics and strategies, which helped to decide the 2004 and 2008 races and have become essential to the campaigns of Barack Obama and Mitt Romney.

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