DscoverMaps is a Geographic Audience Segmentation Tool that Brings Digital Targeting Tactics to Traditional Media
Dstillery, the leading applied data science company, has launched Dscover Maps (DMaps), a geospatial insights tool that provides a detailed view into the market composition by geography or location. Using Dstillery’s digital audiences and insights, DMaps brings digital targeting tactics to other forms of media, including out-of-home, TV, radio and direct mail.
Dscover Maps Makes Location Data ‘Magical’ for Behavioral Marketing
At the time of this announcement, Peter Lenz, Senior GeoSpatial Analyst, Dstillery, spoke to us about Dscover Maps benefiting behavioral marketing campaigns. Peter said, “A lot of marketers still don’t know what they’re doing with geomarketing. There are some out there that are very sophisticated and understand what they’re doing. But there are certainly a lot out there that think adding location data in and of itself is magical, and that is plainly not true.”
“Dscover Maps makes it a lot easier for marketers to understand this geodata. Dscover Maps is a software as a service geospatial insights tool that provides a detailed view into the market composition by geography or location,” added Peter.
He further continued, “If you’re a writer, you’re always told, “show, don’t tell.” Well, as a data scientist, Dscover Maps allows me to finally show, not tell someone why one location is a good or bad idea, and where they should be targeting their media efforts. It’s a map of The United States, with various different geographies built into it. It knows by default what kind of consumers live in zip codes and defined market areas, and can handle all sorts of custom segmentation for individual brands.”
Geospatial Visualizations Deliver the Data-Driven Targeting Solutions That Brand Advertisers Are Looking For
“DMaps brings the digital and physical worlds together, giving our brand advertiser clients a clear view of where their best potential consumers are and allowing us to optimize media investment to the most efficient locations,” said Eric Z. Sherman, SVP Insights & Analytics at GSTV, a data-driven, national video network and early adopter of DMaps.
Eric added, “The ability to tap into Dstillery’s insights and create real-time, geospatial visualizations is incredibly powerful, and it helps us deliver the data-driven targeting solutions that brand advertisers are looking for.”
Using a privacy-compliant combination of consumer behavioral data — including web, brand, location, mobile and contextual activities – DMaps brings a new level of scale and resolution to geospatial insights for brands. The tool’s versatile and multi-faceted capabilities apply Dstillery’s industry-leading audiences and data science to a variety of use cases, including ad sales support, media delivery, and marketing research.
Benefits of Using Dscover Maps
Marketers can use the location-based audience intelligence embedded in DMaps for a wide array of solutions, such as:
- Planning better ad campaigns
- Conducting deeper competitor analysis
- Scouting potential retail locations
- Engaging more relevant audiences for local political campaigns
- Performing smarter geographic market segmentation
DMaps also integrates with media vendors, allowing them to create smarter media plans for their brand clients. The geospatial insights can be used in combination with marketer first-party data to create unique niche segments specifically geared towards the marketer’s initiatives and goals.
“DMaps is a powerful tool for understanding what audiences are present in Captivate’s locations,” said Neil Shapiro, Vice President of Digital Sales at Captivate, North America’s leading digital video office network.
Neil added, “This lets us apply real-world insights and data-driven targeting to our campaigns. By consolidating multiple data signals into an easy-to-use and customizable platform, we can bring smarter thinking to all of our advertising partners.”
“For 10 years, Dstillery has created unique audience segments that perform across a variety of goals and verticals in the digital ad space,” said Michael Guzewicz, Business Development Manager at Dstillery.
Michael added, “For years, offline data has been informing both online and traditional media campaigns. Now, DMaps allows marketers to visualize their target audiences across geographies and physical locations nationwide like never before. This opens the door for digital insights to inform campaigns of any medium.”
Since 2008, Dstillery’s team of data scientists and engineers has earned the industry’s top distinctions for brand safety, machine learning innovation, and high-performance media activation. We deliver actionable consumer insights from our reference dataset of over 300 million anonymous US online and offline behavioral profiles that are updated on a daily basis, driving the full spectrum of marketing research and media business objectives. That’s why marquee brands in Retail, CPG, Finance, Luxury, B2B, Telco, Travel, and Tech use Dstillery’s platform to access insights, data and activation solutions to create more meaningful consumer touch points across multiple channels.