Factual, one of many companies in the location intelligence space, emphasizes offline foot traffic and “visitation insights.” Tracking the elusive online-to-offline buying journey is the name of the game, and Factual touts the advantage of a 300-million device observation graph.

“We have data across 52 countries and over 130 million places, and we understand the exact location of each place,” said Factual VP of Agency & Strategic Partnerships Ocean Fine on our latest Heard on the Street Podcast. “We connect that to our observation graph data that has information on over 300 million devices. That allows us to understand how people are moving through the world and [enables what] we call ‘place attachment,’ which is to attach people to physical places in a very confident way.”

That strategy seems to be working. On the heels of its recently launched Measurement Intelligence product, Factual has announced that its measurement business has experienced 407% year-over-year growth. At the same time, it’s accomplished 215% year-over-year customer growth.

Check out the episode above. We continue the discussion with Part II of the two-part series including strategic takeaways from how Factual is navigating macro trends in brand advertising. These include the continued move toward in-house advertising and overall brand evolution in a tech-fueled era.

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Mike Boland is Street Fight's lead analyst, author of the Road Map column and producer of the Heard on the Street podcast. He has been an analyst in the local space since 2005, covering mobile, social and emerging tech. More biographical information can be seen at www.mikebo.land