Wasn't the Obama campaign tech effort more about coordinating organisers/canvassers/etc in a "data-driven" way, rather than the Cambridge Analytica "propaganda network" type?

Clinton did indeed have a programme similar to Obama's, which has since (perhaps uselessly overdue?) been panned heavily in the MSM[1].

This isn't to say that Obama/Clinton wouldn't have relied on a Cambridge Analytica type service for moral reasons (in fact IIRC Clinton's campaign did do something similar, but at a much smaller scale), though, but more that they underestimated its potency...

[1]:https://www.washingtonpost.com/news/post-politics/wp/2016/11...