AnalyticsIQ Adds Gravy to Create New Segments

Location intelligence firm Gravy Analytics has announced the integration of its behavioral data with predictive consumer marketing data from AnalyticsIQ, to offer audiences of high-value consumers for ad campaigns.

Gravy's patented AdmitOne technology verifies consumer attendances at millions of places and events, while AnalyticsIQ's PeopleCore consumer database combines cognitive psychology and data science to help understand consumer decision-making.

The new segments, produced with the aid of LiveRamp's Data Innovators technology and numbering more than 90 in all, include affluent, in-market consumers and business owners under headings such as Auto Buyers, Home Buyers, Sports Fans, Beauty Buffs and Golf Lovers, all prefixed with the word Affluent. Lifestyle-based segments are also available, tapping Gravy's branded retail and restaurant attendance data and AnalyticsIQ's coupon shopper and family data.

Anurag Mehta, Gravy's GM of Audience Data Solutions, comments: 'We're combining information about where consumers go in their daily lives, with highly-accurate predictive data that signals where they'll go next'. Anna Brantley, SVP of Strategic Partnerships at AnalyticsIQ says the audiences are not just intended for B2C campaigns: 'For example, we've paired our occupational data with Gravy's industry event attendance data to create new business-oriented audiences ideal for B2B marketers, too'.

Web sites: www.gravyanalytics.com and www.analytics-iq.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.