Resonate (company)
 | |
| Online advertising | |
| Industry | Computer software |
| Founded | 2008 |
| Headquarters | Reston, Virginia, United States |
Key people |
Bryan Gernert, CEO and Co-founder Andreas Hunn, COO and Co-founder Sara Taylor Fagan, Co-founder John Brady, Co-founder |
Resonate is a technology company which has pioneered a model for combining big data and psychographic survey studies to develop a sophisticated understanding of consumer motivations, values, attitudes and beliefs. Products such as Resonate Analytics offer an understanding of consumer personal values and enable brand marketers and political advocacy groups to determine “why” people take action.
Methodologies developed by Resonate extend beyond traditional targeting on broad demographics, previous behaviors or general interests. Resonate's insights on personal motivations enable online ad campaigns based on otherwise unidentifiable values such as patriotism, environmentalism, taste for luxury, interest in innovation and other human dimensions.
Founded in 2008 and headquartered in Reston, VA with offices in Chicago, Los Angeles, New York, and Washington, D.C., Resonate is privately held, having raised nearly $30M in funding from firms including Greycroft Partners, iNovia Capital and Revolution Growth.[1][2]
History
Resonate was founded by Bryan Gernert, Andreas Hunn, Sara Taylor Fagan and John Brady in 2008 in Alexandria, VA with the goal to reach people according to their personal values, level of activism and brand market motivations beyond political party affiliation or basic demographics. In early 2009, Resonate raised US $2 million from angel investors. Series A funding was raised in 2010 for the amount of US $5 million from Greycroft Partners and iNovia Capital. Additional funding was raised in 2012 as a Series B investment of US $22 million from Revolution Growth, Greycroft Partners and iNovia Capital.
Methodology
Resonate's product methodology uses combined datasets of interview data collected via survey and related web behavior data to train predictive models using an ensemble of advanced machine learning techniques. Once models are "trained" the process is applied to the full behavioral data stream, processing tens of millions of cookies per night, and assigning values and attributes to each according to the most updated observations. Processing includes examining up to 80,000 distinct behaviors to predict each of the 6,000 attributes in the Resonate platform.
Products and Services
Products and services include Resonate Analytics for understanding existing audiences and Resonate Media designed to create targeted political campaigns and marketing initiatives that deliver stronger performance results.
Resonate Analytics
Resonate Analytics exposes deep understanding of personal values for an existing audience. Subscribers are licensed to access the Resonate Analytics platform to build and view audience reports. Features include audience discovery, audience comparison, and product positioning reports linked to common analytic attributes as well as personal value attributes offered only by Resonate.
Resonate Media
Managed campaign fulfillment with Resonate Media allows clients to work with Resonate to create and execute campaigns linked to Resonate attributes. Resonate Media enables effective campaign delivery to audiences otherwise considered unreachable. For example, Resonate targeting can include consumers based on brand preference for product safety or product dependability which is not possible with only basic demographic data.
References
- ↑ Overly, Steven (2010-06-28). "Resonate Networks gets $5 million in funding". Washington Post.
- ↑ Flook, Bill (2012-02-22). "Resonate Networks raises over $20 million from Revolution Growth". Washington Business Journal.