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Now Playing: 11-9-12 Marketplace Tech Report

To help tap financial donors and to get out the vote, we knew the Obama campaign was crunching big data. But, until now, it wasn't very clear how big. Michael Scherer, White House correspondent for Time got an inside-look at the math wizards, behavioral scientists and other data specialists helping to drive the campaign. His access was given on condition: He not publish anything until it was all over.