Gravy just got a nice boost of confidence per its $7.6M Series A round led by new investors Gannett, MetTel and several optimistic existing investors. Gravy is a local-mobile data analytics firms that develops consumer behavioral signals for segmentation and targeting based on participation and interest in local events and activities. The theory Gravy pursues is that this type of profiling provides a new level of accuracy in targeting consumers with behavioral and location signals.
Founded in 2011, Gravy will use its funding round to build out its Gravy GOLD data platform that is driven by verified customer attendance at local events and places. Gravy told us that their clients have developed actionable data gathered from customers motivated to invest their free time to physically attend events and activities provides a strong set of intent signals useful to marketers.
Gravy says its GOLD platform, enables brand marketers to quickly uncover the interests and affinities of individual mobile customers as they live their daily lives and use that knowledge to predict buying intent, deliver personalized engagement, gain granular competitive insights and execute pinpoint, in-the-moment targeting.
The rise of data science, data platforms and marketing analytics is disruptive by changing how marketers and publishers are now transacting on audience inventory rather than media inventory. Gravy makes for an interesting opportunity as it brings a new type of data to the game. Consumer behaviors around events and activities on face value would appear to be useful signals for targeting specific creative messaging and appeals as well as developing a new segmentation strategy.
As programmatic, location and mobile converge around data management platforms and consumer signaling, Gravy could be upping its game at a very relevant point in the industry’s evolution.