Vividata, Consumer Orbit Launch New Firm and Products

In Toronto, Canada, consumer insights and cross-platform audience measurement provider Vividata has announced a strategic partnership with data solutions and data science company Consumer Orbit. A new company and two new products are the immediate results of this collaboration.

Vividata operates the SCC (Study of the Canadian Consumer), billed as the largest syndicated study in the country, surveying more than 40,000 Canadians and reporting on 40 markets, over 4,000 brands and 60,000 variables in each release. New partner Consumer Orbit is based in the US and aggregates data on transactions and consumer behaviour in a proprietary database of more than 120 million American households. The firm creates segmentations and provides actionable analytics to solve business challenges.

The partnership creates Consumer Orbit Canada, a Canadian majority owned private company, and brings to Vividata clients Vividata/Spatial, which puts the complete SCC 'on the ground' at the postal code level for segmentation and targeting purposes; and Consumer Orbit | Relevance, which adds transactional and deterministic data on a massive scale to the foundational SCC.

Bill Engel, co-founder and Executive Chair of Consumer Orbit and the primary author of its patented methodology, says the system allows 'data such as granular TV viewing or consumer expenditure data to be statistically adjusted using behaviors captured in a second, independent data layer'. Additional layers are used 'to continually refine the solution and create more precise estimates of various media consumption or consumer behaviour'.

Vividata President and CEO Pat Pellegrini comments: 'Cookie deprecation has accelerated the importance of properly weighted transactional and first-party data allowing marketers and media planners to build sophisticated behaviourally based targets with the most granular and current available data, and that is what Consumer Orbit | Relevance - powered by Vividata delivers'.

Web sites: www.vividata.ca and www.consumerorbit.com .