A DPAA-sponsored feature.
Measurence, a location intelligence company that quantifies people’s offline behavior and delivers actionable analytics for the physical world, recently joined DPAA. Mel Stott chatted with Elio Narciso, the company’s Founder & CEO.
How does Measurence gather data on consumers?
We created a proprietary software solution that leverages off-the-shelf plug & play access points and turns them into sophisticated WiFi sensors. Our technology does not require active inputs from the audience in order to measure it – as long as a mobile device has WiFi “on,” we are able to detect presence, location and activity of that device, while preserving privacy. By acquiring our inputs in this manner, our population sample is very large at any given time – about 70% of mobile devices have their WiFi on and can be measured correctly.
With what types of other sources do you combine your data to provide actionable insights for marketers?
By applying our algorithms, we generate actionable insights. We are a first-party data provider, meaning we collect the data and the user works directly with us. We also collect data from social networks, weather data, events data and other private sources.
What work have you done in the digital out-of-home market?
Measurence Scout has helped outdoor advertisers quantify their impressions, which allows them to differentiate their offering (owner of the advertising space), negotiate better pricing (advertiser), and quantify ROI (owner of advertising space and advertiser).
For example, Measurence Scout has helped GINSA, a premium billboard provider, with their outdoor media campaigns by providing them with analytics on impressions per billboard, demographic data, returning passers, as well as social media insights. They used Scout to certify the traffic around its billboards, negotiate better prices for new locations, and quantify their clients’ ROI. Their clients were able to attribute success or failure to GINSA’s billboards in ways they could not before.