Verto Partners with Location Data Firm

Behavioral and market research platform Verto Analytics has announced a partnership with location data and strategic insights company Unacast.

Unacast was founded in 2014 with offices in New York and Oslo, and offers 'The Real World Graph', an interconnected system of map data, location data and strategic insights geared to understanding how humans move around in the physical world.

Verto owns and operates single-source, passively metered panels in different countries, and integrates this with other information to offer a holistic view of consumers, including behavior, demographics, lifestyles, attitudes and interests. The firm will now combine Unacast's advanced data filtering and clustering technology Turbine with its own first party location data to provide contextualized insights on how people move around in the physical world. Turbine allows clients to understand device activity and context for mobility patterns.

Verto says the insights to be derived from footfall patterns will provide 'a more comprehensive view of human mobility and contextualization of mobile and PC device usage across apps, web sites, e-commerce, shopping journeys, streaming media usage and more'. Founder and CEO Dr. Hannu Verkasalo (pictured) comments: 'We have a lot of location data that we wanted to understand on a deeper level, so we searched for a company that has the expertise and experience to interpret all of this information. Unacast is a pioneer in the location data space, and after seeing the results of their testing, the quality of the data, and the transparent insights they provided, we knew we had found the right fit - a data partner who can keep up with Verto's evolving business challenges, and be able to expand from the earlier work we have done around location data'.

Thomas Walle, CEO and co-founder at Unacast, comments: 'We see a lot of companies who sit on petabytes of 1st party location, GPS, WiFi and cell tower data, but are not doing anything meaningful with it - that's a lost opportunity to extract potential value and insights. We built Turbine to allow companies to leverage the Unacast technology to provide them with location data insights. We are pleased to announce that one of the premier and best known panel-based research companies, Verto Analytics, start using and exploiting our product as part of their research work!'

Web sites: www.vertoanalytics.com and www.unacast.com .