I can't find the article right now, but I remember reading an article many years ago on Wired about the Obama campaign and their use of targeting and "big data". Really interesting stuff about how they were buying TV spots and the Romney campaign couldn't figure out why, and how their use of technology was a massive advantage.
The White House also evaluated personalization technology to use on whitehouse.gov so that they could serve particular "stats" during major events (election season, SOTU, etc.).
