Singapore’s Near unveils Allspark, audience intelligence on the cloud
By Digital News Asia June 20, 2016
- Brands can curate audience segments based on historical and real-time data
- Then optimise targeting strategies in real time to maximise their effectiveness
SINGAPORE-based Near, formerly AdNear, has announced the launch of its mobile-first audience cloud, Allspark, which it said makes use of various public and proprietary data sets to allow brands and enterprises visualise and analyse audience location, behaviour, demography and interest data to help in their strategy, marketing and operations.
Allspark also enables users to curate audience segments based on historical and real-time data – such data points as places, demographics, interests, and pre-built audience sets – the company said in a statement.
Brands can activate these curated segments, optimise targeting strategies in real time to maximise effectiveness, and also measure the impact of their spends using attribution analytics, Near claimed.
“Allspark redefines how brands gather insights about their consumers and interact with them in real-time,” said Near founder and chief executive officer Anil Mathews (pic).
“It enables you to measure and compare the impact of your business decisions across different audience and locations, and optimise your investment.
“Our aim is to ensure that data-driven consumer insights are within reach for all, and utilised where they will be most valued,” he added.
Each audience group in Allspark is represented by an AudienceCard. Real-time insights can be viewed for each AudienceCard including active audiences over a period of time, demographics and nature of these audiences.
Once this audience is targeted around hand-picked locations, the attribution analytics in Allspark enables the user to compare real-world conversions across locations. The user can also compare the digital and real-world interests of the engaging audience, and can fine-tune their targeting.
The Near platform currently has a proprietary database of 65 million places which gets refined continuously, the company claimed.
Near said Allspark has been available in beta to select customers across geographies. Some of the early adopters of Allspark include Fetch & Kantar in the United Kingdom, Havas & Mindshare in South-East Asia, and MCN & OOH Media in Australia.
“Allspark from Near is a game-changing product for our industry, and takes our data-driven approach to another level,” said Havas Media Group’s Asia Pacific chief executive officer Vishnu Mohan.
“The interface is extremely simple to use and declutters complex data sets with ease, which can be actioned by brands in real-time,” he said in the statement issued by Near.
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