Marketing measurement and reporting on the “how much” and the “how many” of campaign performance is widely available. Multi-touch attribution or even simple campaign reports, show how channels, campaign messages, and ad formats perform in terms of impression volume, clicks, total conversions, and ROI. Somewhere along the way, someone forgot to address the “who” – which sounded like a huge gap to us. So, we created Throtle Measurement, better equipping marketing teams with audience understanding so they can laser focus marketing efforts on the right individual for increased customer conversions and ROI.
Throtle identifies the individuals who are responding (or not responding) to addressable marketing campaigns. Using our cross-device ID Graph, Throtle identifies individuals anonymously clicking on ads, visiting brand websites, or walking into physical stores. Armed with these individual identities and their demographic, lifestyle and behavioral attributes, we paint a picture of the characteristics that differentiate audience segments: