uring the previous campaign they had learned a lot already regarding new technologies and usage of social media and now it was time to move forward. The new technologies used in 2008 and analytics captured during that campaign allowed them in 2008 to build an unprecedented massive efficient measurable program and as such were all field staff evaluated based on data entered. From the introduction of new technologies and a data focus in 2008, it was now time to move to data modelling and deep analytics. In 2012 the objective was to build an analyst driven organisation and an environment for smart people to freely pursue their (data-driven) ideas.