Obama's campaign effectively used tech to identify voters but the approach was good old fashioned door knocking and calls by Democrat neighbors with scripts based on hot button local issues or local pride. Here in Madison County North Carolina the message was "Don't let the Republicans win the county by 120 votes again." They lost for the top of the ticket but once again prevailed in the county races.
We know millions of Republicans stayed home. Think how much different the swings states might have turned on Tuesday out if those tens of thousands of volunteers involved in Orca has been out there in person. Instead of Orca, next time use the Tea Party. Appoint captains who have an inkling of the political views of neighbors to identify who should register and vote. Get some six-passenger vehicles and have volunteers spend Election Day going up to the doors of the millions of identified Republicans/Republican-leaners who hadn't yet voted with an offer to drive them to the polls on election eve. That's what the Democrats do. Republicans don't and that is why Republicans lose.
I live in a rural Democrat county. The Democrats show up every Election Day to make sure all the elderly people in the county have a ride to the polls. These are often extremely low information voters. On the way to the polls the drivers talk up all the candidates. The local Democrat candidates are all the sons, daughters, and grandchildren of people these voters used to know. Our Republican candidates are all based in the largest town at one corner of the county and concentrate their GOTV there. Every election the Republicans lose most of the county races by a hundred votes or so, even though our candidates tend to be superior in education and career accomplishments. The exceptions? Usually Republican candidates who grew up here and share last names with people who held office decades earlier. Imagine living in a jurisdiction controlled by octogenarians with vague memories of that kid who was the cornerback and made the key interception the year we won the division and how they knew his papa.
If you look at every rural county that went for Obama around the county I bet you find a similar Democrat get out the vote operation that heavily mines low information voters by picking them up by the scruff of the neck and carrying them to the voting booth. Republicans tend to be snobs about this. "If they can't get to the polls themselves who needs them voting in the first place?" The Democrats prevail because to them a vote is a vote and they will take them where ever they can get them.
Once again the party of Main Street lost because the K Street consultants running the show proved to be glib idiots, suitable only for chatting up cable news hosts. The grassroots needs to cut these losers off, drive a stake in their hearts and seal them away in a concrete vault at the bottom of the ocean so they never again screw up a winnable race. Shun them. Shame them. Write letters to the big money people who hire them insisting a new way be found. Just shove them out of the way once and for all!