Diva summary: 

• The Obama's data driven digital campaign set a precedent for all marketing through its tactics and drive. 
• The campaign was divided into the "digital components", email, social media, fundraising; and the "technology" and "analytics" departments which helped improve efficiency. 
• Testing was a critical function of the campaign and included a "Game Day" drill that outlined worst possible case scenarios of technical failure or the unexpected. 

From the article:

"Whether doing extensive A/B testing on its donation pages or deploying a clever mobile app, "Quick Donate" (which allowed for/facilitated "drunk donating"), the campaign's technologists and analysts constantly sought to create virtuous cycles of better outcomes leading to better data leading to great efficiencies. I was particularly impressed by how rigorously and relentlessly the analytics teams modeled their "markets," i.e., the voters and electorate. According to Inside the Cave, the analysts ran 66,000 simulations each night to project who was winning every battleground state, based on dynamic models based on voter contact data. Of course, the analysts were using Facebook and Twitter data, as well."