By Steve Kastenbaum, CNN
(CNN) - The Democratic and Republican conventions are designed to be the high points for both presidential campaigns. Countless man hours and tens of millions of dollars go into each event.
But the work that could really affect the outcome of the election is still taking place. Campaigns are poring over information you provide to them every time you use the internet.
Sasha Issenberg, author of the upcoming book The Victory Lab, says political campaigns are able to target individual voters like never before. They do it by collecting billions of digital data points, by following your online habits.
[2:24] "What all this data and statistical modeling allows them to do is to very neatly sort out the people I should be trying to talk to to make an argument and the people I should try to talk to to change their behavior."
Chris Talbot used to work for Google. Today, he's a digital strategist with the Democratic Party.
[3:18] “When somebody activates online if you will, when they put their email address out there somewhere where we can pick it up, we know that that person who has an offline profile now is also this person who has an online profile. That’s the same person. Now we can put ads exclusively in front of that person.”
Issenberg says this new form of direct marketing to undecided voters will do much more to decide the outcome of the election than the conventions ever do:
[:24] “Everything we know suggests that nothing we saw this week is likely to have any impact in November, none at all."
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