Gravy Analytics Unveils Location Data Forensics

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    New forensic technology validates and categorizes location signals delivering value, insights and trust

    DULLES, VA., December 19, 2018 — The strategic value of location data used by advertisers, business analysts, market researchers and data platforms is exploding, however the industry is plagued with data inaccuracy and fraud. Today, to increase transparency and trust, Gravy Analytics introduces location data forensics designed to help business more effectively derive valuable insights while also eliminating suspicious location data.

    Since location signals are sourced and generated in many ways, the quality and accuracy of data can vary widely, compromising the effectiveness of location-based marketing efforts and degrading the value of location-informed research. For example, Gravy Analytics has determined that up to 80 percent of the bidstream location data it receives and processes in its AdmitOne™ location and events attendance verification engine is fraudulent or suspicious. Until now, location data aggregators and processors have lumped all signals into a “black box”, sometimes using them all, other times discarding data deemed poor quality or invalid (often without knowing the cause).

    To drastically improve this, Gravy Analytics’ has enhanced its AdmitOne verification engine with powerful AI that provides traceability to every location data signal to determine its veracity, ensuring unambiguous accuracy. Gravy Analytics’ customers can now leverage this powerful location information with full trust. Marketers, researchers, business analysts and data scientists in industries including finance/insurance, urban planning, and retail/consumer goods now have access to categorized and validated data sets to fuel more use cases than before, including:

    • Attribution for mobile advertising campaigns
    • Combatting ad fraud
    • Correlating home prices to commute times
    • Analyzing seasonal traffic patterns
    • Discovering trends about where people move from and to
    • Understanding location signal derivation and precision

    “The range of uses for consumer mobile data – from market sizing and combating ad fraud, to attribution or city planning – means that a one-size-fits-all approach is simply not the answer,” said Jeff White, Gravy Analytics CEO. “With Gravy’s new location forensics technology, we’re eliminating the location data noise and providing customers more flexibility to choose the high quality data sets that work for them. This new capability not only increases confidence in our data – and our customers’ data – but also in the strategic value of the resulting intelligence.”

    About Gravy Analytics

    Gravy Analytics is the leading provider of real-world location intelligence for marketers. Our patented AdmitOne™ engine verifies mobile consumer attendances at millions of places, points-of-interest and local events, providing unprecedented insight into consumer activities and interests. Advertisers rely on Gravy Audiences to power precision-targeted mobile advertising campaigns. Brands trust Gravy Insights to provide unmatched customer and competitive intelligence. Gravy Analytics processes billions of location signals each day from its nationwide base of opted-in, anonymous mobile devices for unparalleled reach. For more information, visit www.gravyanalytics.com.