This 2016 campaign season reminds us that modern politics is increasingly data-driven. Like any business, political campaigns seek to use data to develop new insights and gain advantages. Data-driven best practices flow back and forth between political campaigns and marketing groups. Innovations and experts honed in one domain tend to migrate to the other.

When we sit down with political campaign planners, there is little we can promise them about potential voters on any given day. We can't guarantee they'll see a magazine ad, or listen to a radio commercial or even see a TV commercial. But there is one thing we can always guarantee: voters will look at their phones today.

Despite Hillary Clinton's efforts to break the presidential ceiling for women, Trump's social-media prowess appears to be turning gender marketing rules upside down. Recent evidence and analysis show that the male demographic is interacting with new types of content as a result of the political landscape, having much to do with the 2016 presidential race and the spectacle of Donald Trump.

As our country enters the final stretch of primary season, wondering how long Bernie Sanders can keep up with Hillary Clinton, or what to make of the Donald Trump phenomenon, voters are constantly bombarded with political advertising.

This year's highly combative presidential primary campaigns have been highlighted by the largely unexpected success of Donald Trump and Bernie Sanders, two candidates who have deftly applied digital marketing techniques - including highly influential online videos -- to their distinct advantages.