Innovative Solution Allows Highly Accurate Scaling of Survey Segments to Marketing-Sized Audiences Using Offline, People-Based Data
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.
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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 US adults are scored based on cross-validated, people-based offline data spanning sixteen categories and covering 99 percent of US 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.
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“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.”
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