In his presidential inauguration speech, President Barack Obama spoke a word rarely expressed--data-- referencing indicators of economic and other crises. It is not surprising that the word data was spoken in his inauguration speech because capturing and analyzing data has been crucial to Obama's rise to power. Throughout Obama's historic campaign he used the Internet not only for social networking and fund raising, but also to identify potential swing voters. Obama's team carefully monitored contested states and congressional districts because 1000 to 2000 voters could prove decisive meaning the focus was on only a tiny fraction of the voting piblic. Both political parties hired technology wizards to help sift through the mountains of consumer and demographic details to recognize these important voters