The omugabe political machine edged Romney out with high powered big data analytics.
They were sampling the base, seeing what moved the base and the center, finding out how to micro target individual voters and running massive simulations.
On any given night they were generating 60,000+ simulations of the electoral outcomes, state by state. They were focused on getting a winning margin and tuned the message to get there. They were watching the feedback to achieve the result they needed.
Romney at best ran a theme campaign an he could have been stronger on theme. It was a classic 20th century campaign and had weak internet coordination and much weaker big data analysis.
Romney was always in a losing position.