“We had strategy team members, we had digital team members. There are people whose entire jobs when they woke up in the morning was to understand data,” he said.
“Data means a lot of different things. There’s data for targeting for turnout, there’s data for how you’re going to segment your audience based on fundraising, list building, persuasion, mobilization. We were crunching numbers with the team all of the time,” he said.
“In many ways, the fact that we in six months were able to almost catch parity with the Obama campaign online, I think that’s actually a testament to how successful we were,” he said, remarking that the Obama campaign had four years to prepare.
“We’re not sitting here telling you that the Obama campaign did not have a good digital program,” he said. “They are trying to do that so they can keep the Democrats feeling like they have a secret weapon going forward, and that’s not the case.”
Moffatt’s more optimistic perspective allayed his frustrations towards what he felt were uninformed criticisms from people from outside of the campaign. However, he would not elaborate on the record about who made Project ORCA, but said it was not developed by Targeted Victory or the campaign itself.
Another source in the campaign told The Daily Caller that Project ORCA was not part of the digital strategy, and that it came out of the political department.
“I understand that, being on the side that came up short, people will second guess me,” said Moffatt.
“That is part of my job, that is my responsibility, to take that responsibility,” he said. “I was the digital director. But we’re not going to say as a party that we’ve not chosen to embrace 2012. That is a crazy statement.”
“We are very proud of what we accomplished, ” said Moffatt, “and for Republicans and conservatives to think that there is not an infrastructure for data going forward, that there is not a culture of individuals in the campaign who think of nothing but that, is crazy.”
He then posed a hypothetical question: “If we had won, what article would you be writing right now?”
“It’d be about how we harnessed online advertising, turned out our votes, how we engaged online at a higher rate than the Obama campaign, how we had a high percentage of people engaged throughout the process, how in six months we built an operation to rival the most sophisticated digital operation in the history of the country,” said Moffatt.