Fastest Growing Mobile Data Company Partners with Leading Marketing Data Innovator to Mine New Mobile User Insights
Skydeo and AnalyticsIQ join forces to help brands and agencies learn more about the people using mobile apps and target them for precise advertising.
Atlanta, GA, September 12, 2017 –(PR.com)– AnalyticsIQ, a leading predictive analytics and consumer marketing data company, today announced its partnership with mobile data platform provider, Skydeo. The new partnership will provide Skydeo clients with additional targeting capabilities and deep insights on mobile app audiences by incorporating AnalyticsIQ’s rich, detailed consumer affluence information.
Skydeo, known for its deterministic data network, leverages mobile behavioral and geo location activity data to help advertisers target relevant audiences across mobile – all in a privacy compliant manner. For example, a Skydeo Travel segment consisting of 7 million devices may include people who use specific travel apps. It may also include people who have visited an airport, hotel chain or Las Vegas casino in the past 30 days. With the addition of the AnalyticsIQ data, advertisers can further refine and narrow their target audience. Advertisers may now choose to target only those travelers who are in the top 25% of discretionary income spenders.
According to the IAB, mobile now accounts for the majority of digital ad spending, over $36.6 billion annually to be exact. Marketers aren’t the only ones spending time and money across mobile; consumers are too. The time U.S. consumers are spending on their phone and in mobile apps is continuing to rise, up to about 5 hours per day. And there are no signs of the mobile revolution slowing down.
Anna Brantley, SVP Strategic Partnerships
“As marketers invest more in mobile advertising, the need for precise, accurate, people-based data is growing as well,” states Anna Brantley, Senior Vice President of Strategic Partnerships at AnalyticsIQ. “By working with Skydeo, our sought-after purchase, spending and income data can now be used by marketers to zero-in on their ideal mobile audience. Together, we believe this partnership is a game-changer for mobile advertisers and will lead to improved ROI,” adds Brantley.
“Skydeo’s partnership with AnalyticsIQ lets us create high value mobile audiences and insights for brand advertisers, agencies and their platforms,” states Mike Ford, CEO of Skydeo. “By combining our two data sets, we can now apply AnalyticsIQ’s discretionary spending and household income level data to our deterministic mobile audiences. This means advertisers have an incredible opportunity to launch people-based marketing campaigns.”
Both companies are excited to announce that AnalyticsIQ data is now readily available for Skydeo clients. To learn more about using AnalyticsIQ data within Skydeo’s mobile advertising platform, contact Skydeo today.
AnalyticsIQ is a leading predictive analytics and consumer marketing data innovator. We are the first data company to consistently blend cognitive psychology with sophisticated data science to help marketers understand how and why consumers make decisions. Our accurate and comprehensive PeopleCore consumer database provides unrivaled insights to advertisers, agencies and technology providers. Our data helps brands fuel personalized experiences across channels including direct mail, email, online, mobile and TV. Recognized as one of the “Top 100 Most Promising Big Data Solution Providers in 2017” by CIO Review, AnalyticsIQ is headquartered in Atlanta, Georgia, and employs a team of data analysts, scientists, and cognitive psychologists with over 100 years of collective analytical experience. For more information, visit www.analytics-iq.com and follow us on Twitter @AnalyticsIQ.
Founded in 2015, Skydeo is the fastest growing mobile data company with a 100% deterministic, global data set. Skydeo provides mobile audiences and insights to brand advertisers, agencies and their platforms in auto, retail, tech, gaming and financial services. Skydeo enables investment research companies to predict revenue ahead of earnings through our exclusive data sets. For more information, visit https://skydeo.com. @skydeoinc
Who is using bitcoin? Who is investing in ICOs (initial coin offerings)?
Skydeo recently posted an analysis that showed heavy usage of bitcoin apps by people who owned Teslas. Those results and Twitter conversations including RunKeeper founder Jason Jacobs , Luma Partner’s Terry Kawaja and Media Ocean’s Bill Wise sparked our interest so we conducted research into bitcoin users and people who might also be investing in ICOs. While we were preparing the analysis, coin offerings heated up to the point where China banned ICOs because they have “seriously disrupted the economic and financial order.”
By the numbers:
Bitcoin ICO Skydeo Insights
Skydeo surveyed over 100,000 bitcoin users from our panel of 607 million mobile devices.
Launching an ICO?
- 86% of bitcoin users are Male.
- 65% of bitcoin users are between ages 18-34.
- Just 9% of bitcoin users are over age 45
- Only 9% meet the the $1M Net Worth requirement for accredited investors. If ICOs are securities then 91% of bitcoin users would not qualify by that standard. They might meet income requirements however.
- If you use bitcoin you are 67% to 200% more likely to have a net worth over $1 million.
- Bitcoin users are 25% to 50% more likely to drive an Audi, Infinity, Lexus, Mercedes or BMW than people who don’t use bitcoin.
Targeting mobile users by bitcoin or investment app ownership, auto ownership and household income will likely yield better results for ICO marketers than current marketing efforts, especially if the ICO is considered a security. Skydeo provides mobile data for brands, agencies and investment research.
Is Skydeo considering an initial coin offering?
We can’t comment yet but there it would be a natural fit to tie mobile data to cryptocurrency.
12 Questions Every Buyer Should Ask about Location Data
We recently found a guide from the IAB on buying location data that is still relevant today. The convergence of place based audiences (merging device data and places/point of interest) is driving high ROI for advertising campaigns. Understanding the source of the raw data plus the human element involved in matching those latitudes/longitudes to a place is important. Circles or polygons? That’s the level of location discussion today. Contact Skydeo to learn more about our rapidly growing mobile location data and places audiences.
1. What is the source of your “place” information (i.e. data about what businesses, points of interest or addresses are found at specific lat/longs in the physical world)?
2. What is your overall share of 1st vs 3rd party place data (E.g. Do you have a proprietary mapping system/address data or utilize a 3rd party database)?
3. What is your approach to organizing places/place data (E.g. polygons, geo-fence radii, etc.)?
4. How precise is your place information (E.g. are you able to discern the location of a specific store in a mall versus the parking lot)?
5. How comprehensive is your place information (E.g. What percentage of business, addresses, or points of interest do you have place data for)?
6. How do you qualify and/or verify your place information? For example, how do you address the scenarios below:
a. How do you compensate for bad addresses?
b. Do you have a way to account for recent opening and closing of locations?
7. What are your sources of device location data (i.e. data used to locate a device) and how do you receive that data?
a. E.g. 1st party (O&O properties/servers), direct 3rd party deal/relationship, impression/ exchange data, etc.
8. What types of device location data do you use?
a. E.g. Device GPS, cell tower/triangulation, user-reported (check-in), user-reported (registration), Wi-Fi, IPS, beacons, low power Bluetooth, zip – local content, centroids, NFC, etc.
9. How do you identify and filter out the types of targetable location data that are not appropriately accurate for my campaign’s needs?
10. How long is your location data stored/considered relevant?
a. Is your device data time stamped?
b. If you offer dwell times, how are these calculated?
11. How do you verify/substantiate that the device location data you are using is accurate?
12. What is the scale of your device location data?”
According to Geekwire: Snapchat parent Snap has acquired Placed, a Seattle-based startup that operates a consumer location analytics platform.
GeekWire first learned of the acquisition last week, and made inquiries to the company, which at the time did not want to discuss the deal. Sources close to the deal pegged the purchase price at more than $200 million, marking a potentially large outcome for the original investors and early shareholders. It’s also one of Snap’s most expensive acquisitions to date.
Founded in 2011, Placed raised $13.8 million from Madrona Venture Group and Two Sigma Ventures. Board members include Shim; Matt McIlwain; David Joerg; and Brian McAndrews.
Placed CEO and co-founder David Shim will stay at the company, and will report to Snap Chief Strategy Officer Imran Khan.
“Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution,” Shim wrote in a blog post shared with GeekWire on Monday afternoon. “By partnering with Snap, we will do even more.”
Location Attribution and Measurement
Skydeo provides place based audiences and location based services. Contact us to learn more.
Gartner Group released its Magic Quadrant for Digital Marketing Agencies. Skydeo is happy be to working with at least one agency from each quadrant! Skydeo helps agencies better support their clients by providing rich mobile insights and behavioral analysis on over 2.5 billion mobile data points.
Audience segmentation for programmatic targeting or raw data feeds to power trading desks are common use cases. We typically start off by collaborating on a few clients campaigns and expand quickly to the data science teams. Contact us if you’d like to learn more.
One of the intriguing topics in this year’s report was the emergence of consultancies. According to Gartner:
The agency push to support business results doesn’t reduce their creative focus. Agencies recognize that even the best digital transformation strategies and technology integrations won’t work without a compelling creative layer to bring them to life. As traditional market players boost their business consulting capabilities — as MRM//McCann is doing with its emerging change management services — we see consultancies hiring creative leadership away from agencies. In some cases, firms lauded for their analytical prowess — Deloitte Digital, IBM iX and Accenture Interactive most notably — are acquiring entire creative shops.
The challenge for the management consultancies — one called out by traditional agencies as a competitive weakness — is culture. How do hip creative types find inspiration from, and cultural cohesion with, their more traditional consultancy colleagues? Can these disparate approaches to strategic thinking and tactical execution be forced into a seamless solution for clients? The answer may lie in allowing those cultures to coexist, but not to merge them.
New Agencies that made the list:
- Huge, an Agency to Watch in last year’s Magic Quadrant, was added as a result of its revenue growth, which now exceeds the Magic Quadrant Inclusion Criteria minimum of $175 million.
- Merkle continues to invest in creative services and now offers a complete full-service digital agency solution for marketers.
- Epsilon ranks as the largest U.S. agency by Advertising Age. It now complements its core strengths in data and marketing operations with full-service digital marketing agency solutions for its clients.
- Proximity, part of Omnicom’s BBDO, offers full-service capabilities and meets all Inclusion Criteria.