Korrelate Shows BlueKai Data Predicts Offline Purchases

BlueKai Auto Intenders Shown 30 Times More Likely to Purchase Vehicles Than The Average Consumer

Aug 08, 2012, 09:05 ET from BlueKai

CUPERTINO, Calif., Aug. 8, 2012 /PRNewswire/ -- BlueKai and Korrelate today announced an alignment of BlueKai segments to offline purchases by combining their respective technologies while preserving consumer privacy. The relationship provides marketers the unique ability to understand the usefulness of online auto intender segments for online marketing.

BlueKai opened their proprietary Data Activation System (DAS), which incorporates the company's Data Exchange, Data Management Platform and Analytics tools, through a transparent process that features third-party application tools, to Korrelate's O2O™ platform, which directly connects digital marketing to consumers who purchase products offline, to demonstrate the usefulness of BlueKai data in reaching auto buyers.

"We are very excited to see the fourth party data validation this relationship has already begun to incur," said Omar Tawakol, CEO of BlueKai. "Korrelate is a best-of-breed attribution partner, and they mirror our own stance of remaining media-agnostic, allowing us to enable and provide an exceptional joint partnership."

Korrelate & their proprietary Polk offline dataset validate BlueKai online in-market shoppers, showing online signal translates to offline purchase. This validation came out of a four month study with one of the top three largest automotive brands in the world, who used BlueKai data for a campaign targeting with Korrelate's O2O™ for optimization. The results showed that a user in a BlueKai make level segment (i.e. a specific make of this auto brand) had an average O2O™ Purchase Affinity of 30x. This means that users in the BlueKai make level segments are 30 times more likely to purchase that make of auto brand then the average internet user. The report also highlighted users in the BlueKai model level segments have an even higher O2O™ Purchase Affinity, usually around 100x.

"It's great to finally quantify the usefulness of the BlueKai data to our clients," said Daniel Jaye, CEO, Korrelate, "Now when our clients want to reach users who are likely to purchase their vehicle or their competitor, we can do so effectively and efficiently. In our world that's crucial."

BlueKai, the world's only complete platform for data management, acquisition and insights, selected Korrelate as a premier partner to help develop an attribution solution on BlueKai's proprietary Data Activation System (DAS).

"By using BlueKai's DAS we were able to easily tie their existing auto segments to our O2O™ platform in a privacy safe way," said Jaye. "Our partnership with BlueKai will allow our mutual clients to be more effective in their media buying and begin to move away from just using clicks and actions for attribution."

By opening its Data Activation System to outside developer applications, BlueKai is further establishing itself as the de-facto leader in Big Data and marketing, providing marketers with the ability to layer onto its DAS platform, the industry's first data marketing enterprise solution that incorporates the company's Data Exchange, Data Management Platform and Analytics tools, through a transparent process that features third-party application tools.

About BlueKai
BlueKai (www.bluekai.com) is the world's first complete enterprise data activation system for intelligent marketing. BlueKai offers its customers a solution for managing and activating all their 1st and 3rd party data for use in their marketing and customer interactions. BlueKai represents the only end-to-end SaaS solution for marketers who are looking to maximize their cross-channel marketing efforts and create a proprietary solution for unlocking reach, scale and efficiency in their data. BlueKai has led the data-driven marketing category since 2008 when it launched the world's first Data Exchange and then branched out to create the first Data Management Platform (DMP) for marketers.  BlueKai is currently trusted by, among many others, 12 Fortune 30 corporations and numerous other brands to activate their data. BlueKai is a privately-held corporation based in Cupertino, California and was the recipient of the OnMedia B2B Company Of The Year in 2011.

About Korrelate
Korrleate (Korrelate.com) allows marketers to directly connect their digital marketing spend to consumers who purchase their products offline. For the first time, marketers will know if their digital investment is driving real sales. Korrelate's O2O™ platform is the only platform that can provide a complete and unbiased attribution using vehicle urchase data for RL Polk.