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  • The Victory Lab: The Secret Science of Winning Campaigns

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The Victory Lab: The Secret Science of Winning Campaigns

by Sasha Issenberg (Author) Format: Paperback
4.3 out of 5 stars (294)
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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—now updated with a new postscript.

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rocking the war room and re-engineering a high-stakes industry previously run on little more than gut instinct and outdated assumptions.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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  1. Print length
    416 pages
  2. Language
    English
  3. Publisher
    Crown
  4. Publication date
    September 17, 2013
  5. Dimensions
    5.12 x 0.79 x 7.99 inches
  6. ISBN-10
    0307954803
  7. ISBN-13
    978-0307954800
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Editorial Reviews

Review

“Indispensable. . . . Issenberg has a firm grounding in the political universe. . . . [He] paints his insurgents in heroic terms, putting the spotlight on campaign warriors few of us have ever heard of. . . . [The Victory Lab is] a magical mystery tour of contemporary campaigns. By the end, a lot of the mystery will become clear, and you’ll know a whole lot more about what’s behind those calls and letters jamming your phone lines and mailboxes.” —Jeff Greenfield, The Washington Post

“[The Victory Lab] traces an under-reported element of the evolution of campaign tactics over nearly a half-century in an unusually accessible and engaging manner. . . . A timely, rare, and valuable attempt to unveil the innovations revolutionizing campaign politics.” —The New Republic

“Enlightening.” —The New Yorker

“A magnificently reported and wonderfully written book, full of eye-opening revelations and a colorful cast of characters whose groundbreaking strategies and tactics have injected 21st-century science into politics and changed it forever in the process. The Victory Lab is essential for anyone who wants to understand what really goes on along the campaign trail—and a delight for those who simply enjoy a terrific read.” —John Heilemann and Mark Halperin, authors of Game Change

“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

About the Author

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.

Product details

  • Publisher ‏ : ‎ Crown
  • Publication date ‏ : ‎ September 17, 2013
  • Edition ‏ : ‎ Reprint
  • Language ‏ : ‎ English
  • Print length ‏ : ‎ 416 pages
  • ISBN-10 ‏ : ‎ 0307954803
  • ISBN-13 ‏ : ‎ 978-0307954800
  • Item Weight ‏ : ‎ 10.2 ounces
  • Dimensions ‏ : ‎ 5.12 x 0.79 x 7.99 inches
  • Best Sellers Rank: #1,019,611 in Books (See Top 100 in Books)
  • Customer Reviews:
    4.3 out of 5 stars (294)

About the author

Follow authors for new release and deal updates, plus improved recommendations. See updates from all followed authors in Your Books.
Sasha Issenberg

Sasha Issenberg

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Sasha Issenberg is the author of "The Engagement: America's Quarter-Century Struggle Over Same-Sex Marriage" and three previous books, on topics ranging from the global sushi business to medical tourism and the science of political campaigns. He covered the 2008 election as a national political reporter in the Washington bureau of The Boston Globe, the 2012 election for Slate, the 2016 election for Bloomberg Politics and Businessweek, and 2020 for The Recount. He is the Washington correspondent for Monocle, and has also written for New York magazine, The New York Times Magazine, and George, where he served as a contributing editor. He teaches in the political science department at UCLA.

Learn more at www.sashaissenberg.com

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Customer reviews

4.3 out of 5 stars
294 global ratings

Customers say

Customers find the book to be a must-read with plenty of insights, and one customer notes how it provides a thorough account of data and politics. The narrative receives positive feedback, with one customer highlighting how the author weaves narrative strands across decades and campaigns.
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30 customers mention content, 27 positive, 3 negative
Customers find the book engaging and fun to read, with one customer noting it provides a good chronicle of the history of the science.
This is a must read for anyone interested in the new world of political polling. I am a political junkie from way back and this book is cutting edge....Read more
...Highly recommended to students of American politics and new data techniquesRead more
...Good read.Read more
...Interesting, but not a good source of data.Read more
29 customers mention detailed, 22 positive, 7 negative
Customers find the book detailed and informative, with plenty of insights, and one customer notes it provides a thorough account of data and politics.
Very insightful. If you are in the business of politics, you must read this book....Read more
Super relevant. I took lots of notes. A bit repetitive and could be organized better. Skips around between parties and other orgs....Read more
This book is well worth the read. It is Informative on both the art (messaging) ) and the science (targeting) side of the game.Read more
...to border on boring with little insight being given to the various hypotheses used in the Obama campaign....Read more
6 customers mention narrative, 6 positive, 0 negative
Customers appreciate the narrative style of the book, with one review noting how the author weaves together decades and campaigns in a compelling way, while another mentions its impressive conclusions.
...Issenberg is a good story teller, able to weave narrative strands over decades and campaigns....Read more
...Excellent educational resource, presented in a story compilation form. Dense and sometimes jumps back and forth....Read more
...The amount and Quality of the Research and the Conclusions are beyond impressive, Thank You Mr.Issenberg.Read more
A beautiful illustrative story on the history of data without all the spreadsheets.Read more
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