Factual Debuts Predictive and Loyalty Audiences

US location data company Factual has extended its Audience product with the addition of two new solutions, which use machine-learned predictive insights and visitation pattern analysis to help build segments based on real-world consumer behavior.

Factual, which last year raised $42m in investment funding, offers its Geopulse Audience product to help build defined audience segments, spanning demographic, geographic, behavioral and brand affinities; while its Geopulse Proximity tool enables advertisers to use location-based targeting techniques - such as 'geofencing' and 'geoconquesting' - to deliver ads to mobile users. Its targeting products are built on Observation Graph, the company's proprietary dataset that interprets the movements of 300 million monthly active devices globally and filters billions of inputs, including place visitation and activity detection, daily.

The firm has now added more than 100 'ready-to-use' audience segments across every vertical; and its new Predictive and Loyalty segments have been developed to identify affinity or intent. Factual builds its Predictive Audiences by developing an understanding of visitors to a place category, and mapping their visitation patterns beforehand. Using Factual's Observation Graph, consumers most likely to visit a category based on these patterns can be segmented into audiences, giving marketers the ability to connect with consumers before they set foot in a brand's retail location. In addition, Loyalty Audiences is designed to help marketers identify casual customers that may convert into brand advocates and isolate customers who visit their brand frequently.

CMO Brian Czarny (pictured) comments: 'Marketers are now expected to know more about their target audiences than ever before, and use that deeper customer understanding to drive growth and increase their return on advertising spend. Factual's new scalable Predictive and Loyalty audiences help marketers target their campaigns more efficiently, reaching their customers at the right time in the buyer journey and increasing the relevance of their messages.'

Web site: www.factual.com .