Gravity launches Multicultural data management platform

Gravity announced that it has launched AudienceM — a multicultural data management platform (DMP) and the only technology to help marketers reach over 78 ethnic audiences across hundreds of segments on web, mobile and social platforms.

AudienceM was developed as the solution to a pervasive market pain: multicultural marketers have the plans, but not the ability, to target specific cultural segments beyond Hispanic and Asian. Brands seeking to connect with narrow target audiences have traditionally only been able to activate against much broader cultural groups, translating to wasted dollars and messages that are often irrelevant to the receiver. In response, AudienceM was created to ensure that the specific group the brand is targeting is the actual group they reach.

“AudienceM breaks the myth of the cultural monolith…the idea that all Asian, Hispanic and other cultural audiences share the same interests, nuances and behaviors,” said Luba Tolkachyov, co-founder, Gravity. “In fact, there are important differences between those, say, of Mexican descent and Dominican descent, but, until now, no data management platform accounted for them. Using AudienceM, marketers can connect with their precise targets with a message that resonates — opening up new revenue streams and ultimately insuring that no multicultural media dollar goes wasted.”

The technology has already generated significant results for Affinity Health Plan. The company utilized AudienceM to reach Hispanics in New York who were qualified for free or low cost health insurance. Previously, the company had used third party data to connect with this audience. When the AudienceM pilot launched, Affinity Health Plan was able to help sub-segment Hispanic audiences, allowing for customized messaging targeted to each specific group. The pilot surpassed the benchmark conversion rate by 122%, driving more leads than the search, which is the next top performing tactic.

“At Affinity, we understand the future of healthcare marketing is taking place now within the digital space,” said Denise Pesich, chief marketing officer at Affinity Health Plan. “We are proud to be working with a digital agency that is like-minded. We push each other to think outside the box to best segment and target the audiences we mean to serve.”