Don't let the marketing machine fool you. Both sides use a ton of enterprise software and are in bed with companies that practice strong enterprise tactics (DNC & Catalist; GOP & whatever the Kochs/Rove are calling their thing).
The Obama campaign had a great organization with a ton of youth techies in control (funny things happen to organizational structure when salaries are 50% of what one can get in the private sector), but so much of what you read is absolute hype. Regarding the performance of Narwhal, lots of sour feelings between the analytics team and the tech team.