Korrelate

Korrelate CEO Dan Jaye Featured in Latest Book from Julia Angwin: Dragnet Nation

Allison Ng — Mon, 03 Mar 2014 18:34:09 +0000

Things have been quite busy here at Korrelate, however, we wanted to take a step back and shine a light on some exciting news from the publishing world. Recently, our CEO Dan Jaye was featured in Dragnet Nation: A Quest for Privacy, Security, and Freedom in a World of Relentless Surveillance, a new book from award-winning investigative journalist, Julia Angwin (http://juliaangwin.com/)

Check out the excerpt below to learn more about how the need for a privacy-safe Web tracking solution led to the founding of Korrelate.

“In 2011, he launched a company called Korrelate, which he hoped would introduce privacy back into Web tracking. Korrelate’s goal is to help companies prove that their Web advertising translated into sales without tossing the customer’s name and information around. In virtual ‘clean rooms,’ his team uses sophisticated math techniques to try to anonymize the data that they are using to match users’ online and off-line behaviors. The goal is to let a Honda dealer know which of its online ads led to a purchase without breaching the anonymity of the individual’s Web behavior.

In Dan’s mind, pervasive tracking was inevitable. His goal was simply to make sure it wasn’t identifiable.”

To get your copy of Dragnet Nation, check it out on Amazon here.

Korrelate CEO Dan Jaye to Speak at J.D. Power Automotive Marketing Roundtable Event

Allison Ng — Thu, 10 Oct 2013 14:31:32 +0000

Join Korrelate in Las Vegas next week, October 15-17, at the J.D. Power 2013 Automotive Marketing Roundtable!

Presenting “Focusing Automotive Campaign Measurement on the Primary KPI – Sales”, Korrelate CEO Dan Jaye and Ken Insana, Senior Manager of Consumer Research and Analytics at AOL will discuss how tying online exposures to actual automotive brand sales can help agencies and advertisers to make more informed decisions in terms of optimization and evaluation. By overlaying sales metrics with traditional KPI measurement, digital marketers are truly able to measure the success of their media campaigns while focusing media spend on key drivers of vehicle sales.

When: Wednesday, October 16, 1:20 PM

Where: The J.D. Power Automotive Marketing Roundtable provides a forum for industry experts and thought leaders looking to leverage the internet to market and sell more vehicles. The 2013 Roundtable event is taking place at The Bellagio Hotel in Las Vegas, NV. To learn more, please visit the event website.

Introducing Synthetic Control Groups for O2O Measurement

Allison Ng — Thu, 22 Aug 2013 15:59:51 +0000

On a daily basis, our application is churning out millions of rows of data for our reporting team to deliver actionable insights to our clients. One of the things that we’ve heard from a number of our clients is – “These results look great, but how do I know that my results are showing a lift in a user’s likelihood to purchase based on campaign exposure?”

Our baseline is that a random online user has a 1.0x affinity to purchase a given vehicle. This is what we would expect to see with a run of network campaign, or on the homepage of a large publisher. However, when it comes to calculating ROI, the need to validate true exposure lift over a control group becomes more important.

While some of our clients have opted to deploy a control group pixel at the same time as our standard measurement pixel, many companies would prefer to use a more cost-effective solution.

We’ve recently introduced a way for our clients to build a control group without having to deliver a PSA – saving both time and money. Our online to offline synthetic control groups allow us to use demographic pairwise sampling to match users exposed to a campaign to unexposed users with the same demographic makeup to evaluate their likelihood to purchase a given vehicle. This allows us to calculate a true exposure lift without audience or context bias.

Interested in learning more about how you can leverage synthetic control groups in your online to offline measurement? Contact us at info@korrelate.com

Measure the increase in purchase likelihood and cars sold between a campaign and control group.

Korrelate Launches Online-to-Offline Measurement for CPG

Allison Ng — Thu, 25 Jul 2013 14:09:39 +0000

Last week, Korrelate announced a partnership with Kantar Shopcom bringing O2O™ analytics to CPG. Leveraging Kantar Shopcom’s customer-level purchase database of U.S. CPG shoppers, Korrelate’s O2O™ platform will now be able to provide detailed insight into the effectiveness of digital campaigns to drive in-store CPG purchases. (Read the full press release here)

Given Korrelate’s extensive coverage in the automotive vertical, many of their existing clients are leveraging this new relationship to bring online-to-offline measurement to their CPG campaigns, including longtime partner, Videology.

“Videology has seen a lot of positive outcomes through its work with Kantar Shopcom and the use of their shopper data,” said Aleck Schleider, VP of Data and Analytics at Videology. “Given our automotive efforts with Korrelate and their ability to deliver insightful reporting from offline purchases, we are excited to see how they apply the Shopcom data to their O2O™ technologies.”

For more information on O2O analytics for CPG, please contact us at info@korrelate.com.

Videology Partners with Korrelate to Bring Sought-After ROI Sales Data to Mobile Advertising

Allison Ng — Wed, 06 Feb 2013 21:49:11 +0000

Solution Allows Auto Advertisers to Evaluate Sales Lift Metrics Across Screens

New Capability Fills Important Gap as Almost a Third of Auto Consumers Use Mobile to Shop

New York, February 5, 2013— Videology—a digital advertising platform and solutions provider—announced today that it has entered an exclusive agreement with Korrelate—providers of the first census-based, privacy-sensitive link between digital marketing and product purchases—to extend auto purchase measurement capabilities to mobile devices.

Through this partnership, Videology will be able to connect online in-stream video advertising, as well as mobile in-stream video and display advertising, to specific offline auto purchases. In other words, advertisers will now be able to determine how many users who saw an advertisement—whether online, or on a mobile device—actually purchased a vehicle, and if so, the type of vehicle purchased, as well as how different engagement metrics influenced sales.

“When we purchased Collider Media and LucidMedia last year, we stated that our objective was to break down the silos between devices and formats, and measure media ROI holistically,” said Scott Ferber, Chairman and CEO, Videology. “The work that we did with Korrelate in developing this cross-screen measurement solution is a tangible example of what our overarching strategy will mean for advertisers.” He added, “And in terms of the accountability that this solution now brings to mobile—it’s huge.”

The capacity to more accurately track mobile-driven sales activity comes at an important time for auto marketers, with almost one-third of in-market auto shoppers now using a mobile phone as part of their auto shopping experience, according to an October 2012 study by J.D. Power & Associates. The study states that in 2012, “31 percent of in-market vehicle shoppers have visited automotive websites via their smartphone, compared with 24 percent in 2011 and 17 percent in 2010. These same shoppers access third party sites and manufacturer sites at similar rates (69% and 68%, respectively). Additionally, more than one-half (53%) of these in-market shoppers access automotive content while physically at the dealership.”

Videology has been working with Korrelate to help auto advertisers connect online in-stream video advertising to offline auto sales using vehicle data from Polk for more than a year, and to-date, the results have shown significant sales lift across a variety of scenarios. Perhaps even more importantly, the depth of insights that can be gleaned from Korrelate data can dramatically inform future campaign planning and media optimization.

For instance, in a recent sales event campaign for a domestic automaker, the overall campaign drove a 10% sales lift across all models among those exposed to the campaign versus those not exposed. However, further analysis showed a 20% sales lift for those exposed to a particular creative execution, and a 110% sales lift among those exposed to video ads on a particular premium content site, and a 120% increase for those exposed to the message 10+ times.

“The level of detail that we can offer auto advertisers as to the type of format, creative, sites and frequency levels that drive the greatest sales lift is invaluable to helping advertisers shape and drive efficiencies of future campaigns,” said Dan Jaye, CEO of Korrelate. “The work that we did with Videology to extend these capabilities across mobile devices is the logical next step in the evolution of digital measurement. But more importantly, it fills a growing need from our collective auto marketing clients.”

About Korrelate

Bringing together online and offline data at scale, Korrelate (korrelate.com) goes beyond clicks and actions to provide actionable insights against online behaviors.

Korrelate’s O2O™ (online-to-offline) dual-blind attribution platform provides marketers with a census-based definitive link between digital campaigns and offline purchases without compromising the users’ privacy. As an unbiased attribution partner, we do not sell media or data; our goal is to provide actionable insights to all parties engaged in the digital ecosystem to help improve targeting, maximize lift and optimize spend. Korrelate can be reached at info@korrelate.com, or by visiting our website at www.korrelate.com.

About Videology

Videology (videologygroup.com) is an enterprise media technology for agencies and publishers. Videology provides end-to-end, holistic, cross-device and cross-format solutions to improve ROI for advertisers, agencies and publishers.

Videology, Inc., is a privately-held, venture-backed company, whose investors include NEA, Valhalla Partners and Comcast Ventures. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America.

For more information, contact Michele Skettino at Michele@videologygroup.com or 917-653-0073.

Korrelate Data Used to Close the Online-Offline Loop for BMW

Allison Ng — Thu, 08 Nov 2012 20:37:54 +0000

At the 2012 J.D. Power and Associates Automotive Marketing Roundtable, Richard Frankel of Rocket Fuel and Tom Penich of BMW North America presented, “How BMW Solved the Online-Offline Measurement Conundrum: Mapping the Impact of Web, Mobile, and Social Campaigns on Dealership Sales”, which used Rocket Fuel’s technology in conjunction with Korrelate data to show how digital media helped drive offline sales.

To view a recording of the presentation, click the video below, or visit http://youtu.be/aPdkTIqUeFI.

Visual IQ and Korrelate Partner to Unveil IQ Envoy for Automotive to Maximize Marketing Spend on Audiences Most Likely to Purchase Vehicles

Allison Ng — Mon, 15 Oct 2012 14:39:07 +0000

Innovative Product Uses R.L. Polk Data to Enable Marketers to Focus Spend on Tactics That Have the Greatest Impact on Offline Purchases

NEEDHAM, MA and NEW YORK, NY–(Oct 15, 2012) – Cross channel marketing intelligence software provider Visual IQ and online-to-offline marketing solution provider Korrelate today announced the availability of IQ Envoy for Automotive, an integration of Visual IQ’s IQ Envoy attribution management product with Korrelate’s O2O™ dual-blind attribution platform. IQ Envoy for Automotive combines the power of the world’s most rigorous and accurate attribution marketing science to calculate the value of each marketing touchpoint experienced by each prospect across the entire marketing ecosystem with offline vehicle purchase data that quantifies the propensity for someone exposed to any of those touchpoints to buy a certain make and model of vehicle.

Using motor vehicle registration data from R.L. Polk, IQ Envoy for Automotive enables marketers to focus digital marketing spend on the tactics that had the greatest success in contributing to offline vehicle purchases, including specific makes and models, without compromising user privacy. The software incorporates advanced marketing touchpoint analysis that enables automotive brands and their agencies to derive cross channel insights and formulate resulting marketing optimization strategies by:

Collecting and integrating all digital marketing touchpoints experienced by converting and non-converting audiences
Identifying the propensity of a particular audience to purchase a given make and model by any marketing tactic or mix of tactics (channel, publisher, keyword, creative, size, etc.)
Utilizing propensity to convert data within the attribution algorithm to create a set of TrueMetrics that assign the appropriate amount of credit each touchpoint earned for any conversion actions that serve as potential purchase proxies, such as visits to vehicle configurators, dealer locators, price calculators, etc.
Associating the conversion action data with actual purchase data to draw a direct correlation between digital marketing performance and offline purchases

“Marketing in the automotive industry is extremely competitive, so we’re working even harder and faster to help our clients stay ahead of the curve,” said Manu Mathew, CEO and co-founder of Visual IQ. “IQ Envoy for Automotive demonstrates our deep understanding and commitment to addressing the specific needs expressed by our existing automotive clients, and we’re pleased to announce this unique product that will help marketers spend in those tactics that help drive sales of their vehicles, and avoid tactics that drive sales of their competitors’ products.”

“We’re thrilled to partner with Visual IQ to expand the reach of our online-to-offline attribution services and deliver a truly innovative product,” said Daniel Jaye, CEO of Korrelate. “IQ Envoy for Automotive will help brands and agencies understand the true value of their marketing efforts to tailor spend so it has the highest impact on producing vehicle purchases.”

Both Companies at J.D. Power Automotive Marketing Event
Representatives from both Visual IQ and Korrelate will be attending J.D. Power’s 2012 Automotive Marketing Roundtable, October 23-25 in Las Vegas, NV. To set up a meeting time during the event, or discuss IQ Envoy for Automotive at any time, please contact us at automotive@visualiq.com.

About Visual IQ
Visual IQ produces the world’s most powerful cross channel marketing intelligence software products. Its hosted IQ Intelligence Suite reveals cross channel performance insights hidden deep within companies’ marketing data and provides actionable recommendations to improve marketing effectiveness. These recommendations enable marketers and agencies to adjust their advertising strategies and tactics to significantly increase marketing ROI across their entire marketing mix — both online and offline.

The functionality behind these products combines a powerful, user-friendly interface with multi-dimensional fractional attribution management and scenario-planning science that clearly and accurately show marketers where opportunities exist for optimization and improvement. In 2012 Visual IQ was named a leader in both interactive attribution and cross channel attribution by Forrester Research. Visual IQ can be reached at info@visualiq.com or by visiting www.visualiq.com.

About Korrelate
Bringing together online and offline data at scale, Korrelate goes beyond clicks and actions by leveraging actual R.L. Polk purchase data to provide actionable insights against online behaviors.

Korrelate’s Daniel Jaye Featured in AdExchanger

Matt Sokoloff — Mon, 13 Aug 2012 18:09:07 +0000

Whether it’s direct response or something more indirect, figuring out when and how advertising “works” when it comes to driving sales has always been a little more artful than precisely scientific. But the wider integration of online and offline data is making the consumer picture a little clearer these days.

Online-to-offline marketing analyst Korrelate has been working with data management platform at looking beyond what cookies can tell advertisers about consumers’ shopping choices.

View the full story at AdExchanger.com.

Korrelate Shows BlueKai Data Predicts Offline Purchases

Matt Sokoloff — Wed, 08 Aug 2012 13:10:50 +0000

BlueKai Auto Intenders Shown 30 Times More Likely to Purchase Vehicles Than The Average Consumer

CUPERTINO, Calif., Aug. 8, 2012 — BlueKai and Korrelate today announced an alignment of BlueKai segments to offline purchases by combining their respective technologies while preserving consumer privacy. The relationship provides marketers the unique ability to understand the usefulness of online auto intender segments for online marketing.
BlueKai opened their proprietary Data Activation System (DAS), which incorporates the company’s Data Exchange, Data Management Platform and Analytics tools, through a transparent process that features third-party application tools, to Korrelate’s O2O™ platform, which directly connects digital marketing to consumers who purchase products offline, to demonstrate the usefulness of BlueKai data in reaching auto buyers.

“We are very excited to see the fourth party data validation this relationship has already begun to incur,” said Omar Tawakol, CEO of BlueKai. “Korrelate is a best-of-breed attribution partner, and they mirror our own stance of remaining media-agnostic, allowing us to enable and provide an exceptional joint partnership.”

Korrelate & their proprietary Polk offline dataset validate BlueKai online in-market shoppers, showing online signal translates to offline purchase. This validation came out of a four month study with one of the top three largest automotive brands in the world, who used BlueKai data for a campaign targeting with Korrelate’s O2O™ for optimization. The results showed that a user in a BlueKai make level segment (i.e. a specific make of this auto brand) had an average O2O™ Purchase Affinity of 30x. This means that users in the BlueKai make level segments are 30 times more likely to purchase that make of auto brand then the average internet user. The report also highlighted users in the BlueKai model level segments have an even higher O2O™ Purchase Affinity, usually around 100x.

“It’s great to finally quantify the usefulness of the BlueKai data to our clients,” said Daniel Jaye, CEO, Korrelate, “Now when our clients want to reach users who are likely to purchase their vehicle or their competitor, we can do so effectively and efficiently. In our world that’s crucial.”

BlueKai, the world’s only complete platform for data management, acquisition and insights, selected Korrelate as a premier partner to help develop an attribution solution on BlueKai’s proprietary Data Activation System (DAS).

“By using BlueKai’s DAS we were able to easily tie their existing auto segments to our O2O™ platform in a privacy safe way,” said Jaye. “Our partnership with BlueKai will allow our mutual clients to be more effective in their media buying and begin to move away from just using clicks and actions for attribution.”

By opening its Data Activation System to outside developer applications, BlueKai is further establishing itself as the de-facto leader in Big Data and marketing, providing marketers with the ability to layer onto its DAS platform, the industry’s first data marketing enterprise solution that incorporates the company’s Data Exchange, Data Management Platform and Analytics tools, through a transparent process that features third-party application tools.

About BlueKai
BlueKai (www.bluekai.com) is the world’s first complete enterprise data activation system for intelligent marketing. BlueKai offers its customers a solution for managing and activating all their 1st and 3rd party data for use in their marketing and customer interactions. BlueKai represents the only end-to-end SaaS solution for marketers who are looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency in their data. BlueKai has led the data-driven marketing category since 2008 when it launched the world’s first Data Exchange and then branched out to create the first Data Management Platform (DMP) for marketers. BlueKai is currently trusted by, among many others, 12 Fortune 30 corporations and numerous other brands to activate their data. BlueKai is a privately-held corporation based in Cupertino, California and was the recipient of the OnMedia B2B Company Of The Year in 2011.

About Korrelate
Korrleate (Korrelate.com) allows marketers to directly connect their digital marketing spend to consumers who purchase their products offline. For the first time, marketers will know if their digital investment is driving real sales. Korrelate’s O2O™ platform is the only platform that can provide a complete and unbiased attribution using vehicle purchase data from RL Polk.

TheMakegood: Korrelate Ties Online Ad Spend to Offline Purchases

Matt Sokoloff — Tue, 17 Jan 2012 17:08:20 +0000

TheMakegood ran a Q&A with Korrelate CEO Curt Viebranz. TheMakegood asked Curt questions on how his past led him to form Korrelate, Korrelate’s rebranding, privacy and Korrelate’s differentiation.

You can read the Korrelate Q&A here.