Innovative solution allows highly accurate scaling of survey segments to marketing-sized audiences using offline, people-based data
Dallas, Texas (February 12, 2019) – Dynata, a global leader in first-party data and data services, now enables brands to directly expand their first-party research data into targetable audiences through a strategic alliance with TruSignal, Inc., a leading predictive scoring and people-based marketing business. The joint solution allows brands to drive more precisely targeted and efficient marketing campaigns, reaching more people who are more likely to convert.
Through this alliance, brands can use selected segments from survey responses they have collected through Dynata as high-quality seed data to power audience expansion. Dynata actively maintains more than 2,700 profile attributes as part of its high-quality, global panel data covering millions of opted-in consumers.
TruSignal utilizes these seed data segments to train its AI-powered predictive scoring engine to identify highly-accurate lookalike audiences at scale. Powered by TruSignal’s TruAudience® Platform, 247 million U.S. adults are scored based on cross-validated, people-based offline data spanning sixteen categories and covering 99 percent of U.S. adults.
The alliance enables brands to expand their reach to new consumer, business-to-business, and niche audiences with great accuracy and efficiency. Audiences identified by the solution are addressable across all digital channels and devices, including email, display, video, mobile and addressable television.
“With this combined solution, brands can now create a seamless connection from consumer research to marketing activation,” said Laura Lewellyn, VP Data Strategy and Partnerships at Dynata. “This innovative collaboration will drive better campaign outcomes by converting high quality research data directly into addressable audiences at scale – with the accuracy of offline data attributes and the speed and immediacy of digital technology.”
“We’re excited to join forces with Dynata,” said David Dowhan, CEO and founder at TruSignal. “With our TruAudience Platform and the unique combination of Dynata’s insights based on customer-collected survey data and TruSignal’s AI and offline, people-based data, we’re creating custom, scalable audiences to drive more accurate and efficient targeting decisions for marketers.”
Dynata is one of the world’s leading providers of first-party data contributed by consumers and business professionals. With a reach that encompasses 60+ million people globally and an extensive library of individual profile attributes collected through surveys, Dynata is the cornerstone for precise, trustworthy quality data. The company has built innovative data services and solutions around its core first-party data offering to bring the voice of the customer to the entire marketing spectrum, from market research to marketing and advertising. Dynata serves nearly 6,000 market research agencies, media and advertising agencies, consulting and investment firms, and healthcare and corporate customers in North America, South America, Europe, and Asia-Pacific. For more information, go to www.dynata.com.
About TruSignal, Inc.
TruSignal, Inc. is an innovative leader in people-based marketing technology for Fortune 500 brands, agencies and platforms. TruSignal uses predictive scoring, powered by artificial intelligence (AI), to make big data actionable for one-to-one addressable marketing. TruSignal delivers incredible results by pinpointing the best people to target at scale and optimizing the bid price for every impression. This is all accomplished through the TruAudience® Platform, which combines a robust deterministic identity graph, a massive third-party data set, an advanced AI engine with multiple machine learning algorithms, extensive people-based, omnichannel ID matching technology and a robust set of integration APIs that fuel partner platforms with powerful insights, custom lookalike audiences, audience expansion and bid price optimization solutions that are easy, accurate, scalable and fast.