ShopAdvisor and Gravy Link Event Data

Proximity marketing analytics specialist ShopAdvisor has partnered with location behavior analytics and targeting firm Gravy, to deliver enhanced event attendance verification services to retailers, brands, media and consumers.

Gravy analyzes consumers' actual local behavior and activities through its GOLD analytics and segmentation platform, to help marketers understand the interests and affinities of individual mobile customers, predict buying intent and deliver personalized messages. ShopAdvisor will now integrate Gravy's service - including its TruLife segments and AdmitOne event attendance confirmation tools - into its own intelligence suite, to help companies deliver more contextually and geographically relevant content.

Last month, ShopAdvisor acquired in-store product data and location services specialist Retailigence, enhancing its ability to provide personalized, data-driven content experience and access to more than 210 million online and local inventory products across 200,000 brick-and-mortar stores. Gravy's universe of consumers attending more than 10 million local events and activities - sports, concerts, business expos, political rallies and educational gatherings - will further extend ShopAdvisor's reach.

ShopAdvisor CEO Jeff Papows says the integration allows the firms to deliver delivering a 'first-of-its-kind' expanded location intelligence that engages consumers wherever they are. Gravy CEO Jeff White adds: 'We've always known that event-engagement is a powerful consumer context-builder. Teaming with ShopAdvisor to enhance its already proven content intelligence, proximity targeting and campaign attribution solutions just makes sense'.

Web sites: www.shopadvisor.com and www.corp.findgravy.com .

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