The moniker "Project Alamo" was initially attached to the database of voter information created and used by Giles-Parscale during the 2016 campaign but eventually encompassed the associated fundraising and political advertising efforts as well. The name is believed to be derived from the location of Giles-Parscale in San Antonio (which was the nerve center of the digital operations during the campaign), also the location of the Battle of the Alamo.