Data, targeting, profiling, the new wizardry of digital campaigning – all captured media attention in the campaign of 2014 – but did they capture votes in the end? We start our Marketing Politics 2015 conference by assessing where the money really flowed in and around digital channels in the last cycle. Did we see budgets significantly reapportioned, from TV, radio, canvasing, print? Where and how did digital prove its ROI? … as data supporting other media? as digital advertising? in social initiatives? What did the last cycle teach us about smart investment in digital througout the inevitable course corrections in a political campaign?