Hey everybody. It is Glenn Thrush with this week's off message podcast. So last week I wanted to have a little bit of a spiritual antidote. We talked to the former astronaut Mark Kelly because sometimes, guys,

you just got to talk to an astronaut. You just got to see Neil Armstrong putting that

American flag on the moon to remind yourself that, you know, what this country actually is.

The other thing I wanted to do, and you know, we could have campaign officials on from both campaigns

if we'd like. We could have kind of players. We had some media folks who had some interest in

coming on this week. But this close to the election, this deep in the red zone, people get really

cautious. It doesn't really lend itself to the kind of podcast I like to do where people

are a little more relaxed and talk about stuff. So I got to thinking, what do I want to listen to?

What do I want to hear about right now? And what I want to know, and I want to give a shout

out to my friend, Sasha Eisenberg, who wrote a really great book on data and analytics a couple

of years ago. What I want to know is how that process, the real under the hood stuff that makes campaigns

work or not work, how that is proceeding now, and a real explainer for those of us who

cover it and listen to it and are into it, a real explainer on how it works step by step.

I think a lot of people who are political junkies and dig this stuff don't really understand how all of its works.

Kind of like watching football every Sunday and not understanding how an offense or defense works.

So we got two really, really smart Democratic and Republican data folks,

data analytics folks to chat with us today. And one of the things that really stuck out for me

was how they viewed each individual voter from a marketing perspective. I know most people

generally know how this works,

but I think it's very interesting to hear how they score voters based on their propensity,

their likelihood to actually get out and vote, and their likelihood to support a particular candidate.

It is the combination of those things, those two factors that really determine how much money

...