Milking the Big Data Around Local Events

    1024 578 Jolene Wiggins

    No one has really been able to build much of a business around “events.” While Zvents, Eventful, GoldStar and others have built great, increasingly granular databases of events, business models have never really been developed to leverage that data.

    What if the focus was on the meta data around an events database? With mobile based geolocation and wallet information, that’s the quest for Gravy, a northern Virginia company founded in 2011 that has won investments from Gannett and others.

    Gravy’s thesis: consumers reveal a great deal about their behavior and psychographics in in their search for events –and that marketers generally don’t leverage event searches.

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