The Victory Lab

The Victory Lab : the Secret Science of Winning Campaigns

By (author) Sasha Issenberg

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The book "Politico" calls ""Moneyball" for politics" shows how cutting-edge social science and analytics are reshaping the modern political campaign. Renegade thinkers are crashing the gates of a venerable American institution, shoving aside its so-called wise men and replacing them with a radical new data-driven order. We've seen it in sports, and now in "The Victory Lab," ""journalist Sasha Issenberg tells the hidden story of the analytical revolution upending the way political campaigns are run in the 21st century. " The Victory Lab "follows the academics and maverick operatives rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions. Armed with research from behavioural psychology 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 tracks these fascinating techniques--which include cutting edge persuasion experiments, innovative ways to mobilize voters, heavily researched electioneering methods--and shows how our most important figures, such as Barack Obama and Mitt Romney, are putting them to use with surprising skill and alacrity. Provocative, clear-eyed and energetically reported, "The Victory Lab" offers iconoclastic insights into political marketing, human decision-making, and the increasing power of analytics.

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  • Hardback | 304 pages
  • 162.56 x 236.22 x 35.56mm | 566.99g
  • 09 Nov 2012
  • Random House USA Inc
  • CROWN PUBLISHING GROUP, DIVISION OF RANDOM HOUSE INC
  • New York
  • English
  • 030795479X
  • 9780307954794
  • 174,872

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Author Information

Sasha Issenberg is a columnist for "Slate "and the Washington correspondent for "Monocle." He covered the 2008 election as a national political correspondent for "The Boston Globe, " and his work has also appeared in "New York, The Atlantic, "and "The New York Times Magazine. "His first book, "The Sushi Economy, "was published in 2007.

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Review quote

"Sasha Issenberg cracks open the secretive realm of modern campaigns, revealing a revolution that is influencing not only who wins elections but also the fate of the nation. This is a terrific and important book." --David Grann, author of "The Lost City of Z" "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. This is the politics you'll never see on the nightly news." --Richard Ben Cramer, author of "What it Takes"

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