Sasha Issenberg, Author of "The Victory Lab"

From Obama vs. Romney and McCain to Midterms 2014 and beyond, for all the data mining and digital magic that drives campaigns, winning elections still comes down to a simple task: Get out the vote.And it turns out that beyond the analytics and data models, the science of campaigning may be less computer science than behavioral science. They’ve been called “the prescription drug trials for campaigning” — and you know who are the guniea pigs.While these experiments run in back offices of campaigns and political science labs, they’ve been brought into the open by Sasha Issenberg, author of “The Victory Lab: The Secret Science of Winning Campaigns.”