Donald Trump has a ton of money, and he’s not spending it on ads. He’s not spending it on building a field campaign. So the logical question becomes: what is he doing with all that money?
It is awfully late to get a field campaign running. It takes time building up the strength necessary for boots on the ground to translate into electoral success.
Whether Trump or whoever wants to admit it or not, using big data to help you with these efforts is essential, if not required.