The RNC has announced plans to focus on digital strategy and hire a chief technology officer by May 1, preferably one that “is maybe able to come in and change the way that we think,” according to RNC spokeswoman Kirsten Kukowski.

If Kukowski hadn’t added that last statement in, I might have had some hope. But forgive me for being a little skeptical that the RNC actually wants to change anything about the way it operates, but sure go ahead and hire someone to mimic (yet again) what the left has done before us.

I’m in the camp of thinking that it’s less of a data problem than a candidate/principles problem when it comes to the Grand Ole Party’s problems.

Nevertheless, given the failure of ORCA (how I wish I could go back in time to the presentation I sat through from Senator Mark Kirk promising the world with ORCA), it’s clear that basic use of technology couldn’t hurt the RNC.

The focus on digital strategy is, the New York Times reports, part of a larger reevaluation of the Republican party:

The digital overhaul is probably just the beginning of the Republicans’ adjustments. On Monday, the party will release a sweeping audit of the 2012 campaign that will include assessments of messaging, fund-raising, campaign mechanics and the primary process – all with an eye toward preparing the R.N.C. for the 2016 campaign.

Repeating, focus on the principles and the conservatives who are beginning to seethe with resentment toward you, RNC, and you will fix a lot of the “messaging,” technological or otherwise tertiary speed bumps that you’ve identified.