Who needs exit polls when you can track caucusgoers’ phones?

That’s what one company did. Dstillery, which has been called “Picasso in the dark art of digital advertising,” turned its intelligence-collection capabilities to the Iowa caucuses last week.

The company used location data to identify more than 16,000 devices at caucus locations across the state.

“We can take a population in a discreet location — in this case a polling, a caucus site — and sample that population and go and then look at characteristics of that population that no one’s been able to discern before, because we have this incredibly rich behavioral view of American consumers based on all the digital behaviors we observe,” Dstillery CEO Tom Phillips said in an interview.

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