Several political strategists shared their views on microtargeting. Ken Strasma fosused on microtargeting as research director of the National Committee for an Effective Congress, a progressive lobbying group. He now heads targeting efforts for US Sen Barack Obama's campaign. He said microtargeting has evolved from an interesting buzzword to a must-have technology for any serious campaign. Blaise Hazelwood spearheaded the construction of Voter Vault, the Republican National Committee's gargantuan database, and now creates microtargeting software. Sometimes microtargeting isn't user-friendly enough -- a lot of campaigns get a book that explains it, and then that book goes on the shelf. Sara Taylor, a former Bush White House senior strategist, is developing online-microtargeting tools and strategies for corporate clients. Building a successful presidential campaign is like building a Fortune 500 company in a matter of months, so even though businesses have been doing microtargeting for a long time, they can learn a lot from how political professionals use data.