Gravy Releases GOLD 2.0 Local Insights and Context Platform

Gravy, a location-based behavioral analytics and segmentation provider, has released Gravy GOLD 2.0, a local insights and context platform.

The new available insights give users the knowledge to predict what their customers will do in the future, develop personalized messaging based on the local events and places customers visit in their daily lives, attribute campaign outreach to physical visits, and get precise competitive traffic insights for win-back campaigns.

Gravy GOLD 2.0 increase processing capabilities to handle big data. The GOLD 2.0 platform supports rapid delivery of results back to our clients via lightweight SDK, file delivery, API access, and online access. GOLD 2.0's new multi-pod architecture also enables infinite scalability.

Adding to Gravy's Privacy by Design methodologies, which include no collection of personally identifiable information, device ID hashing, anonymized behavior gathering, and exclusion of residential and sensitive locations (such as medical facilities), Gravy also released enhanced Children's Online Privacy Protection Act (COPPA) compliance features. GOLD 2.0 now allows location gathering to be turned off through client activation of the platform's Age Control Module, which turns off location gathering without disabling in-app location features such as foreground Search Nearby features. Further, parents of minors can individually turn off location gathering, either in-app or through other digital channels, such as the clients' Web site, with strong user authentication to prevent access by hackers or bots.

"The launch of Gravy's new GOLD 2.0 platform is a boon for the location-based industry," said Asif Khan, founder and president of the Location-Based Marketing Association, in a statement. "Brands and their agencies are seeking to use this data to glean insights into target audiences and to do so in a way that can be measured and attributed. GOLD 2.0 goes a long way in helping to answer that call."

"It's exciting to see the rapid adoption of location-based services by our clients," said Guy DeCorte, chief technology officer at Gravy, in a statement. "But with that demand comes a responsibility to deliver at Internet speed, with scale and utmost privacy protection. Gravy GOLD 2.0 does all of that and more for our clients and their customers."

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