Cherry Picking for Rich, Scalable Data

At JUICE, one of our core business values is to be unbiased on data because we understand that rich and high quality data is the engine that helps marketers find the right customers. The more we know about people’s behavioral patterns, demographics, and in the near future, psychographics, the better we can target customer with customized messaging, yielding highly effective ads.

Over the years, JUICE has built a strong network of partnerships with leading data providers with one goal in mind: arm our clients with information that achieve their objectives. To provide context, we wanted to share examples of the types of companies we partner with to help our clients succeed in mobile advertising.

Audience Targeting 
Our partnership with Factual, a prominent mobile data provider with 300 million global monthly active users¹, provides us with highly accurate, scalable, and customizable audience segments. In line with providing our clients the best, Factual’s data is also trusted by many big names in tech, including Apple Maps, Bing Maps, Facebook, and Uber. Factual’s integration with our real-time bidding DSP, Swarm, has allowed us to build over 250 custom behavioral segments such as the ‘Toronto health enthusiasts’, ‘business traveler’, and ‘in-market auto buyer’, all of which are valuable segments that our clients are after. To date, we have run thousands of these segments in Swarm using Factual Audience and Proximity targeting and we continue to see an upward trend in usage.

Attribution 
In the US, one of our partnerships is with Placed, an industry leader in in-store attribution, focused on measuring the offline impact of ads using their sophisticated lift measurement methodology. Placed has over 150 million captured devices using first and third party data and over 90 million verified business visits to date². One standout feature from Placed is their comprehensive reporting capabilities providing clients with valuable insights such as impression and lift indices across multiple attributes including demographics, geography, apps, device, time, businesses and more. This granular level of analysis allows marketers to target even more specifically certain segments and thereby increasing the ROI on advertising dollars.

In Canada, we have a partnership with The Weather Network (TWN), who is a leader in location-based data and attribution measurement. TWN has over 7.5 million unique devices captured and over 80,000 points of interest measured per day, giving JUICE access to national coverage across the country. Fully integrated with our real-time bidding DSP, Swarm, we are able to retarget audiences based on historical location info and also provide attribution reporting by measuring users who have been exposed to an ad whether they converted or not (e.g. visiting a store after seeing an ad). TWN’s dashboard provides detailed measurements such as dwell time, day of week and time of day visits, as well as lift measurement in the near future.

Activation of first party data 
Other than the obvious data use cases of targeting and attribution, we’ve been thinking about other data sources that traditional platforms may have neglected before. One of these data sources is rich first party CRM data. Our integration with LiveRamp enables our clients to activate the hidden value in their first party data via LiveRamp’s Identity Link technology, matching unstructured data to unique profiles. To learn more, check out our blog post on BYOD.

Our commitment to being data agnostic 
JUICE is always on the hunt to expand our data partners, and are looking for those that continue to provide us the best data to accomplish the needs of our clients. We have a wide breadth of partners that serve different purpose–namely better audience targeting, better attribution measurement, and exploring ways to make use of all available data sources. Our criteria, as we continue to enhance our data offerings, is to be biased only towards high quality and scalable data that bring value to our clients.

Want to learn more about our data offerings and how you can leverage them for your upcoming campaigns? Just get in touch and we’ll be happy to help!

References: 1. Factual 2. Placed