My Photo

Ordering Information

Tomi on Twitter is @tomiahonen

  • Follow Tomi on Twitter as @tomiahonen
    Follow Tomi's Twitterfloods on all matters mobile, tech and media. Tomi has over 8,000 followers and was rated by Forbes as the most influential writer on mobile related topics

Book Tomi T Ahonen to Speak at Your Event

  • Contact Tomi T Ahonen for Speaking and Consulting Events
    Please write email to tomi (at) tomiahonen (dot) com and indicate "Speaking Event" or "Consulting Work" or "Expert Witness" or whatever type of work you would like to offer. Tomi works regularly on all continents

Tomi on Video including his TED Talk

  • Tomi on Video including his TED Talk
    See Tomi on video from several recent keynote presentations and interviews, including his TED Talk in Hong Kong about Augmented Reality as the 8th Mass Media


Blog powered by Typepad

« Definition of Trumpism (n): Failed neo-fascist fringe political ideology peddled by former reality TV star and former real estate billionaire Donald Trump | Main | Debate Review: CNN Republican December Debate: All did good, no breakouts, no disasters: status quo maintained (and bonus: GOP Spice Girls Edition update) »

December 14, 2015



Guess who's using data analytics in a big way:

Tomi T Ahonen

Hi Catriona

I missed that, thanks! Really good article, detailed and up-to-date. Very good. Lots of tidbits on the tactics and usage of the tool they are building at the Cruz campaign. I will add a PS to the above article and credit you of course. Thanks!

Tomi Ahonen :-)

Wayne Borean


So, 7%? That big break you've forecast for Hillary isn't going to be all that big!


Nice catch. I suspect many of the others are using Big Data systems too, maybe not as advanced.


Curiously such an approach would be impractical in Canada. Due to Campiagn Finance restrictions, none of the campaigns have the money to spend. And they can't take 'Free' services either, any free service donated will get tacked onto campaign expenses. Assuming that the finance watchdog finds out about it, and the way things have broken recently not reporting something like this would be suicidal.

Just curious Tomi, would something like this be feasible in Finnland?

Tomi T Ahonen

Hi Wayne

First on the 7%.. This would be (in optimal case for Hillary) in ADDITION to the 12 point landslide she already has locked in... on TOP of it, not the extent of it haha.. But yes, if Cruz can develop a reasonably competitive solution then most of that 7% would be negated and its even possible that Messina's team is stuck in older ways and a newer fresh design could outperform that one ie with less money Cruz could theoretically produce something better - however thats a far less likelihood than that the experts who did it twice before, can now improve on their secret insights to make their third iteration now for Hillary even stronger than the best Cruz team can do starting from scratch.

On Finland, much like this is already in use on the telecoms targeting side (much of this theory in math and actual practical applications and patents for business came from Finland) but I honestly am not in any way tuned into the domestic Finnish politics to know if they are using such methods. I do know all the carrriers/operators have had microtargeting to segment sizes of 10,000 ie 'perfect targeting precision' in the theoretical view, for more than a decade IN USE. Japan was second country to do that. Most telcos don't do that level of customer detail yet. So for practical example, my brother, also MBA, who shares 95% of the same interests and likes as me, would get a DIFFERENT marketing targeting if he calls up the same carrier in Finland as I would. They can target to 10,000 segment precision meaning in our lifetime we will never meet another person who shares the exact same 'segment'. So for consumers feels genuinely unique personalized targeting. Its totally commonplace in Finland. Finland also had the world's first digital interactive customer service association for its marketing and media industries, that assoc is over a decade old already haha (I've delivered speeches for their audiences).

Etc etc etc.

Oh, if the systems is in place and multiple vendors offer competitive solutions, then you could rent the capacity for your campaign rather than buy and build from scratch. Hence costs far smaller. BUT the INPUTS to the system would need to be done by the given campaigns. How do we classify Mr Tomi Ahonen of Helsinki? What are my preferences and who do I support and what is my voting history etc. THAT legwork would need to be done regardless. Its not the physical mechanical database, its the political campaign application (I don't mean 'app' I mean 'usage').

Tomi Ahonen :-)

Tomi T Ahonen

To all in this thread

Just to let you know, I have found plenty more details about Narwhal vs Orca and have just published that in the new blog today.

Tomi Ahonen :-)

The comments to this entry are closed.

Available for Consulting and Speakerships

  • Available for Consulting & Speaking
    Tomi Ahonen is a bestselling author whose twelve books on mobile have already been referenced in over 100 books by his peers. Rated the most influential expert in mobile by Forbes in December 2011, Tomi speaks regularly at conferences doing about 20 public speakerships annually. With over 250 public speaking engagements, Tomi been seen by a cumulative audience of over 100,000 people on all six inhabited continents. The former Nokia executive has run a consulting practise on digital convergence, interactive media, engagement marketing, high tech and next generation mobile. Tomi is currently based out of Helsinki but supports Fortune 500 sized companies across the globe. His reference client list includes Axiata, Bank of America, BBC, BNP Paribas, China Mobile, Emap, Ericsson, Google, Hewlett-Packard, HSBC, IBM, Intel, LG, MTS, Nokia, NTT DoCoMo, Ogilvy, Orange, RIM, Sanomamedia, Telenor, TeliaSonera, Three, Tigo, Vodafone, etc. To see his full bio and his books, visit Tomi Ahonen lectures at Oxford University's short courses on next generation mobile and digital convergence. Follow him on Twitter as @tomiahonen. Tomi also has a Facebook and Linked In page under his own name. He is available for consulting, speaking engagements and as expert witness, please write to tomi (at) tomiahonen (dot) com

Tomi's eBooks on Mobile Pearls

  • Pearls Vol 1: Mobile Advertising
    Tomi's first eBook is 171 pages with 50 case studies of real cases of mobile advertising and marketing in 19 countries on four continents. See this link for the only place where you can order the eBook for download

Tomi Ahonen Almanac 2009

  • Tomi Ahonen Almanac 2009
    A comprehensive statistical review of the total mobile industry, in 171 pages, has 70 tables and charts, and fits on your smartphone to carry in your pocket every day.

Alan's Third Book: No Straight Lines

Tomi's Fave Twitterati