Gravy, Mobilewalla Strike Partnership to Launch Gravy TruReachTM, the First Mobile Audiences Based on Local Event & Activity Attendances
Solution gives brands, publishers scale to target predictive audiences by interests & passions, based on real-world local behaviors
Leesburg, Va. & Seattle, Wa., February 3, 2016. Gravy, the only location-based behavioral analytics provider unlocking customer interests based on verified local event attendances, and Mobilewalla, the industry’s largest mobile consumer intelligence platform enabling the extraction and targeting of the most scalable mobile audience segments available, today announced the launch of Gravy TruReach. The only ad targeting solution of its kind, TruReach audiences are built on the local events and activities mobile users frequently attend, and the places they go in their daily lives. The partnership combines Gravy’s GOLD TruLifeTM predictive segmentation with the Mobilewalla Targeting platform, containing up to 300 million device IDs generating 3 billion geo-location data signals daily, resulting in highly predictive, large-scale audiences for brands, publishers, media and hospitality companies.
For the first time, marketers will reach Gravy audiences that are passionate enough to invest their personal time to frequently attend “like” events and activities in their local communities. Gravy TruReach audiences give marketers the scale they need to target these motivated consumers and drive foot traffic and conversions, attribute foot traffic to individual campaigns, and even target consumers that visit competitors. TruReach features high-intent audiences such as “Political Devotees” (based on frequent attendances to local political events), “College Intenders” (based on frequent attendances at colleges/fairs and prep classes) and “Moms to Be” (based on frequent attendances to parenting and birthing classes and relevant retailers), and hundreds of others.
The solution was created to deliver effective audience extension for Gravy’s fortune 100 clients already using its GOLD 1st party insights and context platform to drive loyalty, share of wallet and media optimization. With conclusive, Gravy-driven knowledge of their own loyal-customer audiences, clients are now extending that knowledge to execute highly informed customer acquisition and app-download campaigns, to the same predisposed Gravy audiences available through Mobilewalla. Brands are also using Mobilewalla to target Gravy TruReach audiences as a first step in implementing Gravy GOLD to better serve their own loyal customers.
“This partnership simply makes sense,” said Jeff White, CEO, Gravy. “Clients have been demanding a more powerful way to reach relevant consumers at scale, beyond legacy targeting attributes like demographics, past-purchases or browsing behavior. This new Gravy/Mobilewalla relationship gives them that, and much more.”
“In our business, we always have demand for innovative new solutions that work for our clients,” commented Anindya Datta, CEO, Mobilewalla. “We’ve already had interest from several clients and look forward to executing TruReach with Gravy immediately for many brands.”
Gravy is the only location-based behavioral analytics and predictive segmentation platform helping brands increase loyalty and share of wallet by unlocking the true interests and affinities of customers, based on their verified attendance at local events and activities. Utilizing Gravy GOLD, the company’s proprietary local insights and context platform, Gravy applies its knowledge of the definitive local events and activities customers attend while mobile, to identify their interests and uncover where they go, what they do and why they do it. Gravy uses its AdmitOneTM attendance verification to give brands concise TruLifeTM psychographic segmentation, precise competitive visit insights, conclusive ad attribution and the ability to predict and act on where customers will go in the future, in a privacy friendly manner. For more information, visit gravyanalytics.com.
Mobilewalla is a data science driven marketing automation company, striving to enable 1-To-1 addressability of consumers on mobile. Operating on over 50 PB of noisy publicly available data, MW has created the science to develop precise granular profiles of mobile device users, currently numbering over 450MM in the United States. Underpinned by these profiles, MW possesses the most comprehensive collection of mobile-driven consumer audience segments in the industry. Mobilewalla’s team includes data scientists with core innovations in some of the most recognized big data applications in the world. Customers include both major agencies such as Mindshare, Starcom, MEC and M&C Saatchi, as well as major global brands like Unilever, Starbucks, Nokia and Samsung.