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The head of President Barack Obama's 2012 re-election campaign will measure and closely track all aspects of campaign activity and told supporters on Monday of the need to act like an 'insurgent campaign' to win next year.
"We have to act not like an incumbent. We have to act like an insurgent campaign that wakes up every single day trying to get every single vote that we can," campaign manager Jim Messina said in a video outlining the strategy for the November 2012 election. "So every single day we've got to go scratch and claw for those votes."
"We have to measure, control and adapt everything. If something's working, we're going to do a whole bunch of it. If it's not working, we're going to go throw it out. We have to not be wed to any single thing that we've done before
"If we just run that same campaign (2008), we stand a good chance of losing. We have to run a new campaign that's connected to the grass roots, that spends a lot of time talking to folks neighbor to neighbor, person to person, voter to voter," he said.