Report: Romney campaign prepares to hand over data to RNC

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With the election over, both presidential campaigns are preparing to hand over voter data accumulated during the campaign in hopes it will be of future use to the respective parties.

Transferring resources on a detailed level is part of the transition process, according to Ad Age, since some information requires supporters to opt-in to future party communication.

President Obama’s campaign has been widely praised for successfully collecting voter information online and also effectively using that data to microtarget voters on and offline, a strategy believed to have played a key role in his win on Election Day.

While Romney’s digital team has been blamed for their share of the GOP loss, Moffatt touts their success in certain gambits, such as the mobile app to announce Romney’s choice of running mate and their heavy investment in mobile Facebook advertising.

Both parties hope the information gathered by the campaigns could prove a valuable foundation for campaigns in 2014 and 2016.

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