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March 14, 2016

Five more uses for L2 DataMapping you may not have known

In recent days L2 DataMapping has been used by CBS News and the New York Times to assist in election 2016 coverage, won an award for innovation and most recently has been featured by TechRepublic. We thought it would be a good time to update a post from last year, “Five uses for L2 DataMapping you may not have known”.

1. Create a complex custom universe to use for digital targeting 

L2 has recently onboarded our entire national voter file with LiveRamp which attached cookies and device IDs to individual voters. What this means is you are now able to work with your DSP or other provider to make selections (e.g. NY 13th CD, Democrat, women, 24-32 years old, that voted in the last 3 primaries etc…) and target only those voters. L2 DataMapping allows you select unique areas and instantly make dozens or hundreds of other selections and export that complex universe without charge allowing to target voters as specifically as you’d like.


  1. Make area, voter, demographic, consumer and other selections.
  2. Save as a universe.
  3. Go to export > CSV Export > Column Set > L2 ID File
  4. Once L2 ID File is selected click: Next > Generate Report and then download the data

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Once you’ve followed these steps you’ll have a list of L2 IDs that can be uploaded to our already cookie and device ID matched file. Once your list is exported reach out to your L2 contact who will make sure those IDs get matched by LiveRamp and sent to your DSP or other digital advertising partner.

2. Make selections based on HaystaqDNA modeled issue data

L2 has partnered with HaystaqDNA, the organization that built models for Obama for America ’08 and Mayor Mike Bloomberg’s successful re-election in 2013. Using the L2 national voter file Haysatq has built models on over 30 different issues allowing you to select an exact numerical score from 1-100. The higher the score the more likely it is for an individual to agree with the issue you have selected.

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You can also choose a “flag” allowing you to instantly select the top 10%-30% of those individuals likely to support the issue giving you a one click snapshot of the electorate on any given issue:

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Click for a full list of issues available.

If you’re currently an L2 DataMapping user these branches will appear grayed out on your account.  Please contact us for pricing and other information.

3. Find out instantly when voter, phone and other data was last updated

One simple click on the “About” button is all you need to know when fresh voter information has been added or when any other update has occurred in that file. We’re constantly refreshing L2 processed files running them against the National Change of Address (NCOA) database, Social Security Death Index and updating phones from five national sources. Just click on the “About” button and the full development notes are revealed. When the button is green, it means new information has been added since your last login, otherwise the button turns gray.

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These checks are critical to your operation so we have opened up our development notes to all L2 DataMapping uses.

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4. Find voters based on NCC Cable Zone boundaries and DMA boundaries
NCC and L2’s longstanding partnership gives L2 DataMapping users access to cable zone boundaries far beyond what is available with any other voter data provider. NCC’s boundaries include cable zones, interconnect zones, satellite zones and many others. These zones carved out over the voter file allow users to make voter file or other demographic selections and then sort cable zones by those selections allowing users to find the best cable zones for their media targeting.

NCC cable zones can be selected like any other area selection and counts can be pulled from them: Media Targeting > NCC Cable Zones.

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NCC Cable zone boundaries can be viewed as overlays without changing your counts: Map Control > Boundaries > NCC Cable Zones

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5. Create a spreadsheet for complex counts
L2 DataMapping’s spreadsheet functionally is not new but it is extremely useful. The spreadsheet tool allows you to do large and complex counts instantly and all you have to do is select one row (typically an area selection, like a congressional district or zip code) and an unlimited amount of columns (age, gender, partyID, hobbies, children, issue models etc…)

See this video on how the column tool works:

Check out L2’s contact’s page for information on how to sign up for a free trial of L2 DataMapping.

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