Near launches Allspark mobile analytics solution

Source: Near website.

Near, the location intelligence platform, has launched its flagship mobile-first audience cloud, Allspark. Allspark leverages public and proprietary datasets which enable brands and enterprises to visualise and analyse audience location, behaviour, demography and interest data to achieve a better understanding of target consumers.

Allspark allows its users to use data points like places, demographics, interests, and pre-built audience sets to curate audiences. Further, Allspark empowers brands to activate these curated segments and measure the impact of their spends using attribution analytics across locations.

The Near platform currently has a proprietary database of 65 million places. “Allspark redefines how brands gather insights about their consumers and interact with them in real-time. It enables you to measure and compare the impact of your business decisions across different audience and locations, and optimise your investment,” says Anil Mathews, Founder & CEO at Near. “Our aim is to ensure that data driven consumer insights are within reach for all, and utilised where they will be most valued.”

Vishnu Mohan, CEO Asia Pacific, Havas Media Group commented, “Allspark from Near is a game changing product for our industry, and takes our data driven approach at Havas to another
level. The interface is extremely simple to use and declutters complex data sets with ease, which can be actioned by brands in real-time. We look forward to getting started on Allspark and helping our brands with granular ‘real time’ consumer insights, which can be used to shape their business and marketing strategies."

“I expect Allspark, the first location audience platform in the Japan market, to make more breakthroughs in the brand companies' marketing activities utilising data,” said Ryuji Yokoyama, President & CEO, Digital Intelligence.

“Allspark is a game changer for Australian marketers. It helps brands connect with audiences based on their location, helping them gather rich consumer insights and serving them relevant advertising on their mobiles all in real time,” said Suzie Cardwell, MCN Digital Partnerships and Product Development Director. MCN is the exclusive sales house for Allspark in Australia.

Allspark has been available in beta to selected customers, including Havas & Mindshare in Southeast Asia, plus MCN as well as OOH Media in Australia.

To date, Near has more than 700 million profiled audiences and has put its platform to work for marquee brands including P&G, Coca Cola, Ikea, Audi, McDonald’s, Toyota, Nike and Samsung.

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