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Cuebiq Database Offers IoT Device Usage Data to Marketers

The company's IoT Audiences system is intended to help companies capitalize on the emergence of Internet of Things data and connected devices.
By Rich Handley
Aug 04, 2017

Cuebiq, a provider of location-intelligence systems, has introduced its IoT Audiences system, which is designed to help marketers make use of Internet of Things data and the emergence of connected devices. According to Cuebiq, there are an estimated 13 IoT devices per U.S. consumer, and the company's IoT Audiences data offers marketers greater visibility into which specific IoT devices consumers use. Businesses can utilize this information for cross-platform audience targeting, or layer it onto Cuebiq's existing location data in order to gain insights into consumer behavior.

Cuebiq is headquartered in New York, with offices in Chicago, Italy and China. Its data-intelligence platform analyzes the location patterns of 61 million monthly active U.S. smartphone users on more than 180 mobile apps, providing businesses with insights into real-world consumer trends and behaviors. The company provides its clients with geo-behavioral audiences for cross-platform ad targeting, software-as-a-service (SaaS)-based real-time campaign optimization, footfall attribution tools and offline location analytics.

The IoT Audiences offering, according to Cuebiq, can discern if an anonymous user's mobile device is paired with an IoT-connected device—for example, if a smartphone is paired with Amazon's Alexa intelligent personal assistant. Such information, Cuebiq explains, is useful for marketers looking to promote products to specific IoT device owners, such as consumers who own smart-car technology or early-adopting small business owners.

"As a longstanding partner of Cuebiq, we have been applying their location data to our client campaigns for years and regularly see improved campaign performance," said Tusar Barik, the director of product marketing at Tremor Video, a video marketplace for brand-effective advertising, in a prepared statement. "Cuebiq's new IoT Audiences, coupled with the location data from Cuebiq now gives us the enhanced ability to understand and engage with consumers which is central to the success of campaigns. We look forward to leveraging Cuebiq's new IoT audience segments for many of our new campaigns and achieving better results for our marketer and brand clients."

The collected Internet of Things information can be combined with existing location data, according to Cuebiq. To highlight a possible use case for such an application, Cuebiq recently conducted a study in which it analyzed fitness-tracker owners' visit patterns, so as to determine whether these users were more likely to visit gymnasiums or eat at healthier restaurants. The study's results, Cuebiq reports, indicated a positive correlation between owning a fitness-tracking device and visiting a gym—though fitness-tracker owners were more likely to frequent quick-service restaurants.

"Without insight into IoT usage data, marketers could miss a large chunk of potential business," said Antonio Tomarchio, Cuebiq's CEO, in the prepared statement. "We are very excited to roll out our new IoT Audiences to help marketers better understand consumers and allow them to target consumers who own specific IoT devices." According to Tomarchio, the system helps marketers shape strategies, drive performance and measure their return on investment. "By combining our new IoT data with consumers' visitation patterns, marketers get an unprecedented and sometimes counterintuitive view of the consumer. With the high stakes that exist for brands, having this extra insight can mean getting ahead of the competition."

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