Press release

Factual Launches Measurement Intelligence to Track Real-World Conversions and Optimize Campaigns Across New and Emerging Digital Channels

Sponsored by Businesswire

the location data company, today announced Measurement
, a new product that helps brands, advertisers and
agencies clearly access and understand campaign performance metrics and
ROI using real-world visitation data through a self-service dashboard.

Measurement Intelligence launches following a landmark year for the
company, which raised $42 million in new funding and expanded its global
presence, launching into the JAPAC region. Factual data, which is used
by all
50 of the top national advertisers
, was also proven to have a 202%
ROI and $2.5 million profit uplift over three years, according to
Forrester Research.

Factual launched its first measurement offering, Measurement Data, in
early 2018 and has seen more than 400% revenue growth year-over-year
along with a 215% increase in its measurement customer base. The
company’s high-quality, in-store visitation data is integrated within
most major marketing platforms, which together represent more than 80%
of all programmatic spend, including The Trade Desk, Google Marketing
Platform, and more than a dozen others. Factual is currently running
hundreds of concurrent campaigns and active data feeds for customers
across the advertising ecosystem.

Measurement Intelligence is a new product that offers detailed campaign
reporting through a web-based dashboard, along with the ability to
understand conversions and optimize for success. By capturing ad
exposure data from customer campaigns and using insights derived from
real-world visitation, Measurement Intelligence delivers in-depth
analysis and actionable insights to marketers.

Some of the benefits offered by Measurement Intelligence include:

  • Mid-flight optimization: Data is updated on a weekly basis, not
    weeks or months post-campaign, allowing for in-campaign optimization
    using real world conversion data
  • Deterministic measurement: All visits measured are actual,
    real-world visits observed by Factual’s Observation Graph, which
    encompasses 300 million devices, and not built off data modeled or
    measured from a panel
  • Cross-screen understanding: Expand beyond mobile using
    Factual’s measurement pixel, which leverages The Trade Desk’s unified
    ID, as well as cross-device capabilities from Tapad and Drawbridge
  • Capabilities for emerging channels: Giving advertisers the
    ability to measure campaigns run on new and emerging channels, like
    advanced TV and digital out-of-home (OOH)
  • True understanding of lift and incrementality: Control groups
    generated by Factual using hundreds of attributes, including past
    visitation and demographic data, can be set-up pre-, mid-, or
    post-campaign flight to measure the impact or lift associated with
    advertising spend
  • Campaign-driven customer insights: The dashboard offers
    advertisers a complete picture of converted customers, uncovering
    insights to help drive new targeting strategies for acquisition.
    Factual’s behavior profiles can be used to assess campaign
    effectiveness at reaching the ideal customer, and reveal insightful
    targeting recommendations for easy-activation in future campaigns.

Measurement Intelligence also allows advertisers to simply and
effectively measure and optimize campaigns on channels beyond
traditional programmatic, including advanced TV and digital OOH, which
often pose a challenge as measurement metrics vary widely between
platforms. Clients are already using Factual data to measure campaigns
on these emerging platforms via Factual partners including Roku, Samsung
Ads, and Vistar Media, assessing drive-to-store visitation and unlocking
insights into shopper intent that can lead to targeting optimization.

Measurement Intelligence is built upon Observation Graph, Factual’s
proprietary dataset that interprets the movements of 300 million monthly
active devices and filters billions of inputs daily, including place
visitation and activity detection, derived from mobile SDKs. Factual’s
high-quality data is deterministic, always neutral and never bound to
specific media, targeting or attribution providers.

“Marketers today have more reach and distribution options than ever
before, but the disparity between platforms and reporting metrics makes
it challenging to demonstrate the full value of campaign investments and
optimize every dollar spent,” said Brian Czarny, chief marketing
officer, Factual. “Measurement Intelligence uses the real-world behavior
patterns of consumers to connect and optimize online and offline
marketing campaigns, centered on what matters most to marketers –
getting customers into stores and accurately measuring lift, ROI and
foot traffic.”

To learn more about Factual Measurement Intelligence or any of Factual’s
Marketing Solutions, visit

About Factual

Factual is the location data company the world’s most valuable brands
and technology companies trust to understand and intelligently grow
their businesses. We help product and engineering teams, marketers and
data analysts build the best digital products, deliver more impactful
marketing and transform their businesses with the most accurate and
comprehensive data on places and people worldwide. Factual’s customers
include Amazon, Apple, Google, Facebook and Microsoft. For more
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