Online sampling and digital data collection firm Dynata - which until recently was known as Research Now SSI - has partnered with online ad targeting specialist TruSignal, to help brands drive more precisely targeted marketing campaigns.
Dynata maintains more than 2,700 profile attributes as part of its global panel data covering millions of opted-in consumers; while TruSignal uses predictive scoring, powered by artificial intelligence, to help pinpoint the best people to target at scale. Through the deal, brands can use selected segments from survey responses collected through Dynata, as seed data to drive audience expansion. TruSignal then uses these seed data segments to train its predictive scoring engine to identify lookalike audiences at scale.
TruSignal uses its TruAudience Platform to score 247 million US adults (99% of the total) based on cross-validated, people-based off-line data spanning sixteen categories. The partners say they can now expand their reach to new consumer, B2B and niche audiences with 'great accuracy and efficiency'.
David Dowhan, CEO and founder of TruSignal says the deal creates custom, scalable audiences to drive more accurate targeting, and Laura Lewellyn, VP Data Strategy and Partnerships at Dynata, adds: 'This collaboration will drive better campaign outcomes by converting high quality research data directly into addressable audiences at scale - with the accuracy of off-line data attributes and the speed and immediacy of digital technology'.
Web sites: www.dynata.com and www.tru-signal.com .
All articles 2006-19 written and edited by Mel Crowther and/or Nick Thomas.