An Interview with Jeff White from Gravy
Michael Becker interviews Jeff White, CEO and Founder of Gravy, the only behavioral analytics and segmentation provider.
This 13-minute video is definitely worth watching. Becker and White dive into the concept of the “physical cookie”. With today’s digital technology playing such an important role in our lives, brands are looking for behavioral data to gain insights on who their customers are. People’s location is an important data point often captured and studied to help brands reach their target audience with informational content that’s relevant. As Jeff points out, a person’s location can be very misconstrued and misleading without time to give that location context. For example, large venues like stadiums or concert halls host a variety of different events each day of the week. Without time of visit to provide context, the information gathered could be completely off. Watch the video for an in-depth discussion.
Michael Becker is an intentionally recognized identity & personal information management solutions strategic advisor, speaker, entrepreneur, and academic. He advises companies on personal information economy business strategy, product development, business development, and sales & marketing strategies. He also represents them at leading trade groups, including the Mobile Ecosystem Forum. Michael is an advisor to Assurant, Predii, Privowny, and Phoji. He is the co-author of Mobile Marketing for Dummies and a number of other books and articles related to mobile marketing, identity, and personal information management. He is on the faculty of marketing of the Association of National Advertisers and National University. A serial entrepreneur, Michael founded Identity Praxis, co-founded mCordis and The Connected Marketer Institute, was a founding member of the Mobile Marketing Association (MMA), and was on the MMA board of directors for ten years and was MMA’s North American Managing Director for three years. In 2004, Michael co-founded iLoop Mobile, a leading messaging solutions provider. In 2014, Michael was awarded the 2014 Marketing EDGE Edward Mayer Education Leadership Award for his commitment to marketing education.