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Factual Brings In Ex-CARTO Exec Kevin Reilly To Be Its First ‘Head Of Measurement’

"While Measurement is a product for marketers, footfall data is absolutely beneficial for analytics and intelligence, as it connects mobile movement with real-world behavior and places to uncovers unique insights that drive business decisions," Reilly says.

Factual has been steadily expanding the use cases for its geo-data analytics tools into other services from consumer insights to store attribution to real estate decisions, and now it has a point person to manage its Measurement segment.

Kevin Reilly, a programmatic ad and analytics veteran who has worked at platform companies such as Dstillery, has been named Factual’s first Head of Measurement.

In his role as VP of product management and later the SVP of platform services at Dstillery, Reilly was charged with crafting and managing location targeting and analytics offerings within the ad tech firm’s wider Big Data sources.

In between Dstillery and Factual, Reilly headed product management for location intelligence company CARTO.

The hiring comes after Factual rolled out updates to its Geopulse product suite in February. The additions include Geopulse Insights, which is intended to enhance demographic information about brands’s customers based on the place history they create, and Geopulse Measurement, promises to help marketers understand the real world impact of their media investment by integrating in-store visitation data into campaign performance metrics.

Both tools are built with Factual’s technology and data assets, including Global Places, which covers more than 130 million places and points of interest around the globe, and its Observation Graph, which describes signals from more than 300 million mobile devices.

GeoMarketing: What’s your sense of the state of measurement and location data? There’s a sense of “commodification” going on, where there are so many similar seeming services, it’s hard for marketers and clients to differentiate. How do you view that issue and how do you propose to address it at Factual?

Kevin Reilly: As I look at the state of the location data market, it strikes me that there is no real standard for measuring the effectiveness of campaigns. Shared metrics and companies that implement them have emerged for so many facets of marketing – IAS and DoubleVerify for viewability and brand safety, ComScore and Nielsen for audience measurement – but no analogous leader has emerged on the location front. There are a number of players offering measurement combined with media campaigns, but there is a real demand for an independent data provider like Factual to come in and offer a neutral view on campaign performance that is free from conflict.

What excites me most about Factual is its legacy in data quality. As the availability of foot traffic data proliferates from app publishers and aggregators, there are a number of companies popping up to offer solutions utilizing it. But foot traffic data alone doesn’t offer much value. What’s needed is high quality Places data and place attachment technology that allows marketers to connect visitation to real-world locations. This is where Factual has always been focused, and what sets us apart.

One area that Factual has differentiated itself is in not selling media. As such, it’s moved to use geo-data to power real estate decisions for companies like WeWork. Does measurement have a role in that area of the business?

With Geopulse Measurement, marketers are able to connect their online campaigns to offline results, helping them understand if an online campaign drove consumers to real-world locations. Because we’re not bundling measurement with media, we’re able to offer trustworthy data to marketers.

While Measurement is a product for marketers, footfall data is absolutely beneficial for analytics and intelligence, as it connects mobile movement with real-world behavior and places to uncovers unique insights that drive business decisions. We will, as always, continue to innovate and look for new applications for our data and methodologies.