Frequently Asked Questions

Whatever your question, we have the answer. Browse commonly asked questions about our company, data and business practices.

GENERAL

Who is Gravy?

Gravy Analytics is the leading provider of real-world location intelligence for marketers. Our patented AdmitOne™ engine verifies consumer attendances at millions of places, points-of-interest and local events, providing unprecedented visibility into the offline consumer journey. Gravy Analytics processes billions of anonymous mobile location signals every day to create its privacy-friendly data services, insights, and audiences. From ad targeting to customer relationship management, competitive intelligence to sponsorship selection, Gravy Analytics enables better business decisions with big data that reveals where people go in the physical world. Where we go is who we are.

What is location intelligence?

Gravy uses anonymous mobile location data to gain insight into people movement patterns in the physical world. This data can be used to understand market trends, consumer behaviors, foot traffic patterns, and much more. We call this information location intelligence.

What is AdmitOne?

AdmitOne is Gravy’s patented location data processing engine. AdmitOne first filters out spoofed and fraudulent signals, then eliminates duplicates for a single source of truth. AdmitOne then matches validated signal data to points-of-interest – such as retail stores, restaurants, hotels and events – and applies proprietary analytics to confirm that each visit occurred before creating a verified attendance.

What is a verified attendance?

The foundation of Gravy’s business, a verified attendance is a visit to a commercial place of interest that meets specific criteria and suggests a commercial transaction occurred.

Why choose Gravy?

Gravy’s data co-op provides our customers with data for over 250M monthly mobile devices. We offer 100% deterministic data at an incredible scale.

Gravy uses hand-drawn polygonal geo-fences for superior accuracy. This avoids issues associated with grid or centroid-based systems, which may erroneously capture some consumer visits while missing others.

Gravy maintains the largest database of events – both large and small – in the U.S. Events give context to consumer visits to multi-use venues and points-of-interest. (Consider a visit to Madison Square Garden: did the visit occur during a Disney On Ice show, or a P!nk concert? Is the visitor in-market for family fun, or pop music tickets?) This unique context isn’t available through other location intelligence providers.

Why are we called Gravy?

Gravy started as a local events discovery company – helping people find fun things to do. Today, events are what make us different, because they add context to our place and POI data. Now, most of us don’t go to events every day. But events – whether sports, music, family, or something else – are often what we’re most passionate about. Events make life that much more interesting – that much better. That’s where the name comes from. Gravy isn’t the main dish – it’s what tops it off and makes what’s on your plate even better.

What is the history of Gravy?

Gravy Analytics started in 2011 as a local events discovery company, recommending interesting things to do in your area. Knowing that events are often the greatest indicator of interests and passions, and seeing the gap in understanding what customers do in the physical world, in December 2016 we pivoted to become a consumer intelligence platform. Events – and the unique context that they add to location data – remain foundational to our business and are one of our biggest differentiators.

DATA

How does Gravy obtain its location data?

Gravy operates a location data platform that aggregates data from multiple location data providers – representing over 250 million US mobile devices.

Does Gravy have the right to use this data?

Yes, we have full rights to use this data. We abide by all applicable laws and regulations and hold consumer data privacy in high regard. 

All of Gravy’s data providers have warranted that the data they collect and provide to Gravy is done in accordance with all applicable laws, including GDPR and CCPA.

Where does Gravy’s location data come from?

The data that we process is sourced by our partners via SDKs embedded within tens of thousands of apps.

Does Gravy use data from wireless carriers or device manufacturers?

Gravy does not receive or process any location data from wireless carriers and/or device manufacturers.

Does Gravy use GPS data?

Yes. GPS is the method used by apps to collect location data in the foreground and background.

Does Gravy use IP address for location?

No. While Gravy does receive IP address information, IP-derived locations are too imprecise to be used in verified attendances.

PRODUCTS

What products does Gravy offer?

Gravy has three lines of business. Data-as-a-Service, or DaaS, which provides verified location data-derived data for a variety of use cases; Insights, which give our clients’ information about their customers, their competition, and the real-world performance of their ad campaigns; Audiences, which let advertisers target engaged consumers with their advertising message.

What type of data does Gravy DaaS provide?

Visitation Data – 1B+ monthly visits to venues and events across the US. Includes all visits during business operating hours

Attendance Data – Verified attendances at venues and events across the US. Comprised of visits likely to include a commercial transaction

Persona Data – 700+ consumer behavioral classifications

Device User Agent – Device user agent associated with Mobile Advertiser ID. Includes device OS, make and model

IP Addresses – IP address associated with the Mobile Advertiser ID

Which DaaS offering is right for me?

The right data set to use will depend on your business objectives. If you want to analyze foot traffic data, for example, you’d likely want to purchase our Visitations data set. If you want to append customer records in your CRM with behavioral information, you’d use our Personas data set to do so.

If you’re not sure which data set to buy, that’s OK. We’ll work with you to understand your business need and recommend the data set that’s right for you.

How is Gravy DaaS delivered?

Delivery is based on client needs – batch delivery via S3 bucket or API. Due to the data storage requirements associated with many Gravy DaaS offerings, a data delivery consultation is included with all DaaS purchases.

What are Gravy Insights?

Gravy offers multiple insights products. Some of our most popular analyses include:

Consumer Insights – Definitive, privacy-friendly insights into your customer base. Includes buyer personas, loyalty metrics, brand affiliations, and place or event affinities.

Competitive Intelligence – Understand your competitors’ foot traffic and customer base. Compare consumer behavioral analytics across competitor brands and locations.

Attribution Analytics – Track key performance indicators before, during and after your advertising campaigns. Measure site visits, unique visitors, customer engagement and more.

How are Gravy Insights delivered?

Gravy Insights are delivered as individual reports, including a PDF/PPT summary of the completed analysis and an accompanying data file to use with the analysis or visualization tool of your choice, such as Excel or Tableau.

What are Gravy Audiences?

Gravy Audiences are groups of mobile devices that behave similarly in the physical world. For example, devices frequently observed at shopping destinations might be classified as ‘Mall Lovers & Frequent Shoppers’. Devices observed at open houses might be added to a ‘Home Buyers’ audience. Or, devices frequently observed at airports and hotels on weekdays might be included in an audience of ‘Business Travelers’.

By using an audience, advertisers can more easily reach consumers who are likely to be interested in their product or service with a programmatic advertising campaign.

How many/what kinds of audiences does Gravy offer?

Gravy offers several hundred audiences today and adds new audiences every month.  Need help choosing the perfect audience? Gravy’s Audience Finder lets you sort and search by keyword to find the perfect audience for your next campaign.

How do I use a Gravy audience?

Gravy Audiences are available via several DMP and DSP partners, including MediaMath, Oracle, LiveRamp, and Lotame. For a full list of our DMP/DSP partners, visit the Gravy Audiences page.

What if my DMP/DSP doesn’t work with Gravy?

No problem! Gravy often makes our audiences available for use on platforms where we do not have a direct integration. Contact us for assistance.

Does Gravy offer a media component?

Gravy does not have a DSP platform to serve ad impressions which gives media buyers flexibility in campaign planning. Gravy is agnostic to the ad platform(s) that each client uses.

In cases where the client prefers to have Gravy manage an ad campaign for them, we do have partner DSPs through which we can deliver mobile and desktop ad campaigns using Gravy Audiences.

How much do your products cost?

Audience pricing varies by the audience, but generally ranges from $1-2.50 CPM. Check with your DMP/DSP for the most up-to-date pricing.

Insights are priced upon request. The total cost of the analysis depends on the nature of the project and the data used.

DaaS is priced upon request. The total cost of the data service depends on the volume of data and the length of the contract term.

Are Gravy products available outside of the US?

While Gravy collects location signals from all over the world (including Antarctica), we only maintain place and event data in the US. As such, Gravy Audiences and other offerings reliant on the use of attendance data are only available for the US.

PRIVACY

Does Gravy track mobile devices?

No. Gravy does not universally track mobile devices. Gravy creates and maintains latitude/longitude-based geo-fences around commercial locations of interest (e.g. shopping, dining, hospitality, events, or points-of-interest) and captures visits to those locations of interest.

Does Gravy know where devices are in real-time?

No. Gravy does not universally track mobile devices. Gravy creates and maintains latitude/longitude-based geo-fences around commercial locations of interest (e.g. shopping, dining, hospitality, events, or points-of-interest) and captures visits to those locations of interest.

What is Gravy’s Privacy Policy?

Our privacy policy can be found at http://docs.gravyanalytics.com/privacypolicy.html.

Consumer privacy is important to us. Read more about our privacy practices: https://gravyanalytics.com/consumer-privacy/.

Does Gravy let consumers opt-out?

Yes. Any consumer may opt-out of the inclusion of their data in our products at any time by completing our Mobile Advertising Opt-Out form.

Consumers have control over the location data they share and can reset their MAID on their device at any time. Or turn off location services within specific mobile applications or altogether.

OTHER

Can you help me find my phone?

No, we do not track individual phones. We use anonymized location data to build our Audience, Insights and DaaS offerings.

Do you support small businesses?

We are happy to support small businesses, but our offerings are generally a better fit for mid-sized to enterprise businesses.

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