In March, Echo Analytics launched GeoPersona, pioneering a future-proof method to understand intricate consumer behavior. Since then, Echo clients have refined their targeting accuracy, improved campaign performance, and maximized their ROI— all without relying on personally identifiable information (PII).

But we were just getting started. Today, Echo brings you even bigger news:

We’ve increased the number of GeoPersona interest segments we offer by 160%!  Now you can reach (and convert) your precise target audience with any of our 118 segments (up from 45), covering categories like travel, entertainment, home decor, and everything in between. Plus, we've added an exciting new category: sports and fitness.
And the maple leaf on top of this incredible growth: GeoPersona is now available in Canada!

GeoPersona: redefining audience segmentation

For the uninitiated, GeoPersona is a privacy-focused audience segmentation solution that helps advertisers refine their targeting strategies and broaden their market reach by leveraging real-world mobility patterns. Unlike traditional (read: outdated and soon to be extinct) methods, like cookies, GeoPersona goes beyond mere interest to provide a superior indicator of consumers' intent.

Plus, our aggregated, PII-free data can be filtered by age, gender, income, and postal code, empowering businesses with unparalleled granularity.

Going from clicks to real-world action with GeoPersona

In a time of heightened privacy standards and diminishing efficacy of traditional tracking methods, GeoPersona is the game changer.

By analyzing behavioral insights from the physical locations people frequent, we provide a more accurate picture of consumer intent, surpassing the limits of online tracking.
This method allows advertisers to capture the nuances of consumer behavior with greater precision, while maintaining privacy.

"GeoPersona is not just a product; it's a vision for the future of advertising technology and in general for audience segmentation, where respect for user privacy and the pursuit of targeting accuracy coexist. By leveraging anonymized, real-world mobility patterns, we're opening up new avenues for understanding offline consumer behavior that are aligned with traditional online targeting methodologies," explains Adam Ejsmont, COO at Echo Analytics.

GeoPersona's impact on audience targeting and segmentation

• Meet your audience where they are: Reach and connect with the right audiences based on their real-world actions and movements. Enhance targeting precision and drive better campaign performance, building meaningful and lasting bonds with your customers.
• Bridge the gap between intent and real-world action: Move beyond traditional segmentation and obsolete cookies to get a direct measure of not just consumer interests but also their true intentions.
• Guarantee privacy and future-proof your success: Echo's GeoPersona is GDPR-compliant and non-PII by design. It combines and anonymizes data to unlock critical patterns and trends at the group level.

GeoPersona and the cookieless future: Why it matters 

As we enter the post-cookie era, businesses must breathe new life into their audience engagement strategies, prioritizing privacy, and delivering genuine value. But at Echo, it's not just about replacing third-party cookies; it's about innovating beyond them.

GeoPersona stands at the forefront of audience segmentation technology by conducting sophisticated analysis of physical visitation patterns to derive detailed insights into customer behaviors. This new approach allows GeoPersona to categorize users into distinct personas, thereby facilitating highly targeted marketing strategies that significantly improve campaign performance.

And by increasing our offered interest segments by 160% and adding a brand new market, GeoPersona is now powered to cover an even wider variety of personas gauged through physical location movement.

Complete list of GeoPersona segments 

Check out the complete list of interest segments here, on our documentation hub.

Want to dive deeper into how GeoPersona works, and why it’s indispensable? Read more in our article: GeoPersona: Revolutionizing Consumer Insights with GeospatialIntelligence.

In other Echo news

At Echo Analytics, every day is a step toward revolutionizing the tech landscape.
Here’s a  sneak peek into some recent updates designed to elevate your data strategies to new heights:

We are on TTD: As of July 2024, GeoPersona is officially available on The Trade Desk, a global leader in the digital advertising ecosystem. With this integration, advertisers now gain direct access to activate over 850+ interest and brand segments. Here’s what Christian Walte, director of Data Partnerships EMEA at The Trade Desk, had to say:

“Through our integration with Echo Analytics, our clients now have access to robust geo-based audience segments to help precisely address potential customers within their omnichannel campaigns.”

Using The Trade Desk? Explore our how-to guide to get started with GeoPersona seamlessly.‍

New Country Alert: We’ve added a new market to our GeoPersona solution, inviting Canada to join the US and EU5_. Check out the brand list here.‍

New Goodies on Datarade: We have several new samples, including GeoPersona, for the US and France. ‍

We are on Snowflake: GeoPersona is now available on Snowflake, offering seamless integration and limitless possibilities. Click here to explore your options.

Echo’s pursuit of excellence is relentless. We are constantly evolving, striving for unmatched precision and accuracy, and pioneering innovation that sets new benchmarks. Central to our ethos is the recognition that the backbone of any data-driven company lies in the accuracy of its data. Because bad data is worse than no data at all.

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