Allows brands and enterprises to understand target audience dynamics through real-time data and insights
London, UK: Near, the largest location intelligence platform, today announced the global launch of its Mobile-First Audience Cloud, Allspark. Powered by the Near platform, Allspark leverages diverse public and proprietary data sets which enable brands and enterprises to visualise and analyse audience location, behaviour, demography and interest data to power strategy, marketing and operations.
Through Allspark, users can identify data points such as places, demographics, interests and pre-built audience sets to curate and activate customer and bespoke audience segments. Each audience in Allspark is represented by an AudienceCard which provides real-time insights into their demographics and activities over a period of time. The Near platform currently has a proprietary database of 65 million places which are continuously refined.
Allspark enables brands and enterprises to optimise targeting strategies in real-time by comparing the digital and real world interests of the audience. After the audience has been targeted around hand-picked locations, Allspark’s attribution analytics then enable the user to measure the impact of their spend by comparing real world conversions across locations.
“Allspark’s state-of-the art technology redefines how brands gather insights about their target audience and interact with them in real-time,” said Anil Mathews, Founder and CEO at Near. “By enabling users to measure and compare the impact of business decisions across different audiences and locations, and optimise investment, we are providing businesses with the power and knowledge they need to stay ahead in the market. Our aim is to ensure that data-driven audience insights are within reach for all, and utilised where they will be most valued.”
David Sandler, Head of Media Products at Fetch commented, “Allspark takes the complex world of real world and digital data, and demystifies it to make it accessible and actionable in a way like no other interface. It is a very intuitive product, and has already provided significant value to our clients.
According to Paul Meston, Head of Programmatic, Greenhouse a GroupM agency, “Allspark is one of the most innovative products we have seen in the data driven marketing industry recently. It changes the way our clients can fuse real world data with digital streams, with the capability to act on it in real-time – the additional precision in geo mapping can then be applied to many different marketing tactics to close the net between real world points of interest and out of home media exposure with digital.
Allspark has been available in beta to select marquee customers across geographies. Early adopters of Allspark include Fetch, Greenhouse, Kantar and Amplify.
View the Allspark demo video here.
About Near:
Near is the largest location intelligence platform providing real-time information on places, people and products. The Near platform powers Allspark, its flagship product enabling customers to visualise, engage and analyse audience data including their location and behaviour for data-driven decisions.
Founded in 2012, Near is headquartered in Singapore with offices in San Francisco, London, Bangalore, Singapore, Tokyo and Sydney. To date, the company has more than 700 million profiled audiences and has put it to work for marquee brands including P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota, Nike and Samsung.
Near is backed by investments from leading venture capitalists Sequoia Capital, JP Morgan Private Equity Group, Telstra Ventures and Global Brain Japan. Visit www.near.co to find out more.
