The 2012 election cycle is remarkable for how much information the campaigns have about voters. Using microtargeting — a system of gathering and analyzing enormous amounts of data on behavior and opinions — both the Obama and Romney camps are drilling down on which voters matter, how to best reach them, and with what message. The goal is to figure out which persuadable voters to spend energy — and dollars — on, in the hope of moving the dial just slightly in their favor. It’s a world where hundredths of a percentage point matter.