The role
Technical lead at SCL Group on the 2016 Trump presidential campaign. Built and led Syphon, an internal data visualization platform, and integrated it with ad platforms (Facebook Ads, Google Ads) and traditional media buying systems (TV, radio, print) to enable precision audience targeting.
Numbers
- $0.20 per $1 spent by the Hillary Clinton campaign — 5:1 cost efficiency
- Integrated with Facebook Ads, Google Ads, and traditional media buying platforms
- Covered social + traditional media channels (TV, radio, print, digital)
Syphon
Built Syphon, an internal data visualization platform using D3.js and React. The platform gave campaign strategists real-time visual insights into audience segments, media spend performance, and targeting effectiveness — informing decisions across all channels.
Media integration
Integrated Syphon with Facebook Ads and Google Ads APIs for digital targeting, plus traditional media buying platforms for TV, radio, and print campaigns. This unified view across all channels is what drove the cost efficiency — the campaign could allocate budget to whichever channel delivered the best return in real time.
