Company uses mobile behavior to quantify consumer interests so clients can act on customer intent.
Gravy, a mobile/local behavioral marketing company, has announced a Series A funding round of $7.6 million. The investment comes from publishing giant Gannett Co., along with MetTel and Gravy’s current board chairman, Richard Braddock.
The company bills itself as “the only data analytics and marketing segmentation provider unlocking the true interests and affinities of customers based on their actual local behaviors.” The new funding will be used to expand its Gravy GOLD platform, described this way in the announcement:
Gravy GOLD enables brand marketers to quickly uncover the interests and affinities of individual mobile customers as they live their daily lives and use that knowledge to predict buying intent, deliver personalized engagement, gain granular competitive insights and execute pinpoint, in-the-moment targeting. The new funding enables Gravy to meet increased client demand by scaling its technology infrastructure, building out its executive team and adding to its sales, marketing and client services teams.
Gravy’s new investors will also have spots on the company’s board. Those will be filled by Robert Dickey, President of Gannett U.S. Community Publishing, and Steven Tunney, EVP of Planning and Strategy at MetTel.
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