In simplest terms, the name Coredadi is a combination of the words “core” and “data”.  The marketing platform allows you to place your marketing communications in a tight geographic area, hence the core, while utilizing consumer information, hence the data, to further define your targets.  To better understand the uniqueness of Coredadi’s platform, however, it is worthwhile to do a deeper dive in both areas.  But, first, let’s do a quick primer on digital marketing.

Digital Marketing

The digital revolution was a game-changer in many areas, perhaps none so more than in marketing.  Previously, most marketers had few options when it came to measuring the business results of their efforts.  Yes, traditional advertising was effective if done correctly, but showing the bottom line results in driving sales and profits was somewhat hard to measure, particularly when it came to individual sales.  Targeting individuals was possible, but primarily in the abstract.  If you knew your customers were likely to read a certain newspaper or watch a specific show you had a chance to reach them by being selective in your spend.  Still, chances are a lot of your marketing spend went to waste.  Advances in digital marketing changed all of that by enabling targeting at a level previously unimagined.

The Core

The Coredadi platform is built off a rich set of property data including over 100 possible entries for each address.  The tight geo-targeting capabilities mean you can now reach your audience at a level ideal for small and medium businesses.  For example, let’s say you run a pizza shop that has a well-defined service area.  Marketing outside of that area may not make sense for you.  Coredadi will allow you to stay within that area.  Take it one step further, let’s say your pizza shop has a robust business on the north end of your delivery area but you want to target the south end.  Coredadi can help you hit that target.  In fact, the platform can get down to the street, and even individual property, level.  The result is the ability to keep your message in a tight area to define the “core” of your marketing opportunity.

The Data

The Coredadi platform is a series of data layers, stacked on top of a mapping foundation.  The data layers include physical addresses, over 100 property attributes and consumer demographics.  This creates a unique visual targeting tool that can be filtered across all data layers.  The tool includes geo-targeting capabilities that allow Coredadi to contain messaging at the address level and capture devices within those locations.

Let’s revisit the pizza shop example.  If your shop has a local competitor, Coredadi can help you identify the individuals going in and out of the business.  Identifying these targets unlocks your ability to serve up competitive messaging.  Maybe your shop has a superior ranking on a food rating site or offers better deals.  The platform can help serve up these messages. 

Timing may also be key in delivering the right audience.  Let’s imagine people are more prone to ordering pizza right after they get home from work.  Coredadi can deliver your message at a specified time.  As an example, you could hit three neighborhoods from 4:30 – 6:30 PM every night.  Timing can also include events.  It is possible people are more likely to order after a concert or big sporting event.  Coredadi can help make sure your audience is being served your messaging during these moments.

Learn As You Go

Similar to other digital options in your marketing toolbox, the platform allows you the ability to learn as you go.  Revisiting the pizza shop one last time, let’s assume you don’t know which tactic works best – highlighting your reviews or the value you offer.  Coredadi will allow you to serve up both messages at the same time, enabling you to compare the results of each campaign and dynamically shift the emphasis to the best-performing campaign.



Summary

Although it would be a pretty awesome world, we don’t all sell pizza.  However, many of us are in business to drive demand for our goods and services.  Finding, and hitting, the right target market can often be the key to success in our endeavors.  By combining a rich set of property records, “the core” and consumer information, “the data”, Coredadi has created a digital marketing platform unlike any in your marketing toolbox.

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Christopher Ernst is a marketing professional with over 20 years of experience in helping build brands and businesses, including organizations in pest control.  He has a BA in marketing from James Madison University and an MBA in marketing from Rutgers University.