One voter universe. Every channel pulls from it.
Targeting without waste starts with the data. We combine public voter and property records with licensed political data, resolve it into one record per voter, and use the same list everywhere.
What data does URSA use to target voters?
URSA combines four layers in Culper: the voter file with vote history, county appraisal district (CAD) parcel data showing ownership, homestead exemptions and property type, licensed national data from providers such as L2 and i360 with modeled scores and contact information, and the county's daily early voting roster. They resolve into one record per voter that feeds streaming TV, digital, mail, texting and walk lists.
The Four Layers
Voter file and vote history
Every registered voter in the district and which elections they voted in. In a local or special election this is the most important filter, because most registered voters skip those elections.
County appraisal district (CAD) data
Parcel by parcel property records: owner, homestead exemption, age based exemptions and tax ceilings, property value and whether a parcel is residential, commercial or multifamily. Essential for any tax or bond election.
L2 and i360
Licensed national voter and consumer data with modeled partisanship, issue scores, household composition and phone numbers.
Early voting rosters
During early voting, counties publish who has voted each day. Matched every morning, it keeps every audience current.
The renter next door and the 67 year old homeowner with a frozen tax ceiling should never get the same ad.
From Records to a Universe
Draw the district
ESD, CAD, school and commissioner boundaries rarely match anything else. We build the exact boundary from the governing order and parcel data.
Resolve the records
Culper merges each source field by field, newest value first, with duplicates removed and the source of every value kept.
Score and tier
Likely to vote, likely to support, persuadable, affected by the tax. Tiers decide which channel and how much.
Deduplicate to the household
Streaming, mail and texting are bought by household or phone, so the list is collapsed to avoid paying twice.
Push to every channel
The same universe feeds streaming TV, digital audiences, mail files, P2P queues and walk lists.
Keep it current
The daily early vote scrub removes voters who have cast a ballot from every audience at once.
Data privacy is not optional.
Voter records are used for election purposes only. Culper never shows voter level data outside the campaign that owns it, licensed data stays within its license, and we never reveal anyone's vote history in a message.
Is voter history public?
Whether someone voted in an election is part of the public voter record that campaigns can obtain. How they voted is secret and is never available. Use of voter registration information is limited to election related purposes.
What is CAD data in campaign targeting?
In Texas, CAD often refers to the county appraisal district, which keeps property records for every parcel. For a tax or bond campaign, it shows who owns property, who has a homestead or age based exemption, and which parcels are commercial or multifamily.
What are L2 and i360?
L2 and i360 are national providers of voter and consumer data used by campaigns. They add modeled scores, household details and contact information to the public voter file. Culper imports their files and resolves them with county records.
What is a voter universe?
A universe is the defined set of voters a campaign will contact, such as likely voters inside the district who are supporters or persuadable. Every channel works from the same universe so the messages and the reporting line up.
Keep reading.
- Micro-TargetingURSA finds the issues voters feel at the end of their own street, like the pothole, the carpool line and the road where people dump pets, and targets those households with messages that drive them to vote.
- CulperCulper is our campaign platform: a voter database you can query in plain English, peer-to-peer texting, SMS and email, GPS verified block walking, sign tracking, coverage maps and a contact history for every voter.
- Streaming TVConnected TV puts a campaign ad on the living room TV of the exact voters who decide a race. URSA pairs streaming TV with CAD data, voter history, L2 and i360 to reach them without waste.
Your victory starts here.
Tell us where you are running or what is on your ballot. We will show you who decides it, what moves them, and what it costs to reach them.
Schedule a Consultation