Publisher's Synopsis
Volume Two of Project Mastodon: Building a Twenty-First Century Republican Party, explores Wisconsin governor Scott Walker's meteoric rise to power, the controversy surrounding his signing of Wisconsin Act 10, and successful reelection campaign in 2014. The author, a field director during the 2014 reelection campaign, chronicles his success using big data, analytics and new technology to propel Governor Walker to a twenty percentage point victory in the Green Bay, Wisconsin television market. Volume Two continue where its predecessor left off, by arguing that new-style, twenty-first century campaigns, if they are to succeed, must spend millions of dollars on data acquisition, analytics, the hiring of behavioral scientists, and new technology. The series' reference section is contained exclusively in volume two of Schaefer's magnum opus on new-style, twenty-first century campaigns.
