The Obama 2012 campaign used data analytics and the experimental method to assemble a winning coalition vote by vote. In doing so, it overturned the long dominance of TV advertising in U.S. politics and created something new in the world: a national campaign run like a local ward election, where the interests of individual voters were known and addressed. One way the campaign sought to identify the ripest targets was through a series of what the Analyst Institute called 'experiment-informed programs,' or EIPs, designed to measure how effective different types of messages were at moving public opinion. The Obama team found that voters between 45 and 65 were more likely to change their views about the candidates after hearing Obama's Medicare arguments than those over 65, who were currently eligible for the program. Analysts identified their attributes and made them the core of a persuasion model that predicted, on a scale of 0 to 10, the likelihood that a voter could be pulled in Obama's direction after a single volunteer interaction.