This masterclass takes a slightly broader lens on how campaigns in 2025 and beyond can strategically combine quantitative data, qualitative insights, and continuous testing to drive smarter decisions across field, digital, and communications. 

Using Zohran Mamdani’s campaign—alongside selected comparative examples—as concrete proof points, John Hagner (Workbench Strategy) shows how polling, voter data, grassroots feedback, and real-time digital signals can be fused into a coherent operating model that informs targeting, messaging, and resource allocation. The session examines the digital tools and services that enabled this approach, including social media systems, analytics and experimentation frameworks, automation workflows, and conversational tools such as chatbots, with a focus on where they add genuine leverage and how to deploy them responsibly. 

Participants will leave with a practical understanding of how to build data-driven campaign infrastructures that learn fast, adapt continuously, and translate insight into impact at scale.