The role
Developer at SCL Group on the 2015 Ted Cruz presidential campaign. Worked on a data visualization and voter outreach platform that combined OCEAN personality scoring, automated phone calling, and ad platform integrations to target voters across all 50 states.
Numbers
- ~300 million OCEAN personality profiles powering voter targeting
- 4-1 odds overcome: Cruz upset Trump to win the Iowa caucus
- All 50 states targeted through social and traditional media channels
- Integrated with Facebook Ads, Google Ads, and traditional media buying platforms
The platform
Built a campaign platform using D3.js, React, and PHP that gave strategists real-time data visualizations of voter segments based on OCEAN personality scores. The platform included an automated phone calling system: campaign staff made calls all day through the system, with each call tied back to the voter’s profile and personality data, enabling personalized outreach at scale.
Media integration
Integrated with Facebook Ads and Google Ads APIs for digital targeting, plus traditional media buying platforms for TV, radio, and print campaigns. The OCEAN personality data informed targeting across all channels, matching messaging to voter psychological profiles nationwide.
