Inside The Voter's Head
Political campaigns will soon have intel on voters they’ve always coveted: how people choose to vote. Reston, Va.-based Resonate CEO Bryan Gernert, far left, with his team, says political campaigns (none he could disclose) will be licensing the company’s big data platform, which helps brands provide online advertising based on the motivations that influence their audience. The 6-year-old company raised $22M from Revolution Growth in 2012.
A large appliance manufacturer used the SaaS product to figure out where to allocate its co-marketing dollars with its retail partners. The platform pinpointed the product preferences of consumers who bought their product and where. The client was able to budget its co-marketing dollars to a targeted set of retailers and tailor its messaging and ad delivery. Bryan says the technology works by ingesting about a terabyte of observable behavioral data a day and matching it with Resonate’s proprietary survey database.
