Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Editor's Notes : When IT Projects Go Wrong

December 2012 By Thorin McGee
1
Get the Flash Player to see this rotator.
 

We've all been there: The company knows it must update its systems, the products and projects are chosen, development starts, and many, many months down the road the new system is debuted! … and it's not always all it was cracked up to be.

That happened on Election Day to the Mitt Romney campaign, and it was a disaster. According to Business Insider, it began with voter strike lists. Poll watchers use these paper lists of registered voters to track who's voted in the district. That's relayed to campaign HQ throughout the day and volunteers visit those who haven't turned out yet to remind them to vote.

In 2008, the Democrats upgraded to slick digital systems that reportedly made their "ground game" far more efficient. Now the Romney team was under pressure to roll out its own newer and better system: Project ORCA.

Gail Gitcho, Romney communications director, told NPR "The Obama campaign likes to brag about their ground operation, but it's nothing compared to this."

John Ekdahl of political blog Ace of Spades wrote that after volunteers signed up, they "were invited to take part in nightly conference calls. The calls were more of the slick marketing speech type than helpful training sessions."

Behind the scenes, Ars Technica reported that the multiple vendors hired to develop ORCA weren't in communication and didn't see each other's code until Election Day. Romney Digital Director Zac Moffat told CNET there wasn't time for adequate beta and load testing. At one point, ORCA had so much data coming and going that the ISP mistook it for a DNS attack and shut it down.

On Election Day, Romney's volunteers were left without the most basic information—whose doors to knock on—because the mobile Web app that was supposed to tell them what to do didn't.

That inspired the headline on Breitbart.com: "How the Romney Campaign Suppressed Its Own Vote."

This is a depressingly familiar story; don't let it happen to you. When it's time to implement new technologies, the focus needs to be on execution, internal communication, and making sure your ORCA doesn't morph into a white whale.


Insightful Creation
“All creative should be based on customer insights—primary and secondary research, analytics, social media monitoring, etc.”

—Susan Tormollen, Director of Marketing, Balihoo, and member of the Integrated Marketing Mix LinkedIn group, responding to the discussion “Is Creativity Collaborative?”
 
1

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

SPONSORED CONTENT

MORE ON DIRECT MAIL, PRINT AND POSTAL >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: