Helixa and GWI Link Predictive and Intent Insights

In New York, data-driven audience intelligence platform Helixa and audience insight company GlobalWebIndex (GWI) have partnered to integrate predictive insights with 'expressed consumer intent' data.

GWI boasts a global panel of more than two billion connected consumers. By combining its Core survey with Helixa's behavioral affinity data drawn from AI analysis of public social personas, the firms say 'Global Audience View' will provide a more granular view of digital-first audiences - initially in the USA and eventually worldwide. The combined data set provides users with insight into a variety of topics including consumer interests, influencers, brand usage, media usage and psychographics, and covers 19,000 influencers, more than 20,000 products and services and over 12,000 media properties.

Helixa co-CEO Florian Kahlert says the partnership addresses research 'blind spots' by giving clients an easy way to understand what 'digital first' audiences care about, what drives them and how to engage them. Tom Smith, founder and CEO of GWI, adds: 'As audiences become increasingly fragmented and complex, the need for marketers to have more holistic and granular datasets with which to identify and understand targets, especially in light of cookie deprecation, is critical. This integration with Helixa will enable more efficient and effective digital planning and as a result, enable greater ROI'.

Web sites: www.helixa.ai and www.gwi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.