Unacast and Verto Analytics Partnership
Verto Analytics Expands in Location and POI Data Enrichment with a Single-Source Behavioral Panel, Selects Unacast’s Turbine Location Engine
Verto Analytics launches new research solutions to help understand the overlay of online usage and offline foot traffic with a panel-based measurement solution – Unacast will process Verto’s 1st-party location data to improve Verto’s data enrichment
New York City, NY, USA
December 16, 2019, 9am NYC time
New York, NY – Unacast, an award-winning and industry-leading location data and strategic insights company, is pleased to announce a new partnership with Verto Analytics, a premier market research and behavioral research platform. Verto Analytics will use Turbine, Unacast’s Platform as a Service technology, as part of its new solutions built to process and turn location data into valuable information around place visitation in the offline world. In this collaboration, the parties process Verto’s 1st party location data to provide contextualized insights on how people move around in the physical world – without being dependent on any 3rd party sources, and solely based on Verto’s proprietary deterministic market research opt-in panel data.
Figure – Verto’s behavioral panel gives information on US commercial visits in the physical world for the purposes of advanced market research and media measurement
Through this partnership, Verto is positioned to gain a competitive edge with improved accuracy and scope of their location data. Verto’s new solutions in this area are the first panel-based and opt-in based framework that assesses how people move around in the offline world around the clock, while being able to connect that information to insights/metrics around online usage. Further, the insights that can be derived from footfall patterns will provide a more comprehensive view of human mobility and contextualization of mobile and PC device usage across apps, web sites, e-commerce, shopping journeys, streaming media usage etc. Through this process, Verto’s data will more accurately reflect the depth of insights on consumer behavior by tying online behavior of offline actions, which will further solidify them as the trusted provider for cross-device behavioral information.
“We have a lot of passive location data collected with high cadence that we wanted to leverage to understand consumer behavior at a deeper level, so we searched for a company that has the expertise and experience to interpret all of this information,” says Dr. Hannu Verkasalo, Verto Analytics’ Founder and CEO. “Unacast is a pioneer in the location data space, and after testing the accuracy and quality of their data and the transparent insights they provided, we knew we had found the right fit – a data partner who can keep up with Verto’s evolving business challenges, and be able to expand from high level home/work/on-the move classification to detailed point of interest data to power stronger insights and newer capabilities in custom research and consumer journey analytics .
Figure – Verto’s panel data makes it possible to understand consumer visitation in commercial places. Eating out is one of the top categories in Verto’s day-to-day behavioral measurement
Turbine is Unacast’s platform for advanced data filtering and clustering. It enables clients to understand device activity and context for mobility patterns. This data is coupled with other signals to provide a transparent and complete picture of real world behavior while maintaining user privacy.
“We see a lot of companies who sit on petabytes of 1st party location, GPS, WiFi and cell tower data, but are not doing anything meaningful with it – that’s a lost opportunity to extract potential value and insights,” says Thomas Walle, CEO and Co-Founder at Unacast. “We built Turbine to allow companies to leverage the Unacast technology to provide them with location data insights. We are pleased to announce that one of the best known panel-based research companies, Verto Analytics, has started using our product as part of their research work!”
About Verto Analytics
Verto Analytics is a media measurement company that offers a holistic view of consumers—their behavior, along with demographics, lifestyles, attitudes, and interests. Verto owns and operates single-source, passively metered panels in different countries; this gives us the power to measure behavioral changes over time across all media, second by second. Brands, publishers, and researchers can use Verto’s services to benchmark against competitors and the market, fill in the gaps in the consumer journey, and identify ways to increase engagement and loyalty. Verto’s behavioral research platform equips market researchers with deep, passive meter data solutions and the application of triggered surveys on top of the panel. Verto has been awarded in many categories over the years, in market research, including the Winner of Technology Breakthrough Award at Media Excellence Awards
About the Real World Graph®
The Real World Graph® is an interconnected system of data sets that understands human mobility in the physical world using a combination of map data, location data, and strategic insights. The Real World Graph® leverages a quality data set with the highest privacy standards and power multiple real estate developers, retailers, city planners and many other companies to build better products and make better decisions.
Unacast is an award-winning human mobility data company that harnesses anonymous device location data, map data, and strategic intelligence to tackle business challenges for the retail, real estate, tourism, transportation, and marketing industries. With its flagship product “The Real World Graph®”, it provides innovative solutions and insights to operational challenges for companies of any size or shape. Unacast was founded in 2014 with offices in New York and Oslo, Norway. In 2019, Unacast was awarded the #1 small company to work in NYC for by Built In NYC and received Street Fights’ Most Innovative Use of Geospatial Technology award.
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