Factual, a Location Data Company Leverages Machine Learning to Update Its Data Insights Solution

Factual, the location data company, today announced a significant update to its Audience product, adding Predictive and Loyalty audiences built using machine-learned predictive insights to its roster of targeting solutions for marketers. Beginning today, marketers will have access to new Predictive Audiences and Loyalty Audiences, both built on sophisticated visitation pattern analysis, which will further enable marketers to construct highly scalable and accurate audience segments based on real-world consumer behavior and designed for ROI. The company has also added more than 100 ready-to-use audience segments in every vertical, including auto, retail and QSR. Factual builds its Predictive Audiences by developing an understanding of visitors to a place category and mapping their visitation patterns beforehand. Using Factual's Observation Graph, consumers most likely to visit a category based on these patterns can be segmented into audiences, giving marketers the ability to connect with consumers before they set foot in a brand's retail location.