Hyperlocology, mParticle Partner to Enable Localized Marketing for Franchise Brands
A new partnership between the multi-location advertising platform Hyperlocology and mParticle, a customer data platform, could have major implications for franchise brands.
The partnership hinges on a key integration that’s been added to the mParticle platform. Multi-location brands using mParticle will now have the ability, using Hyperlocology’s capabilities, to target audiences using customer data on a per-location basis to improve local advertising programs at scale. The integration should also help franchise brand marketers streamline the use of customer data for local store marketing across multiple digital channels, funded with national or local budgets.
As a customer data platform that helps developer and product teams improve customer data quality and connectivity across the growth stack, mParticle has worked with some of the most well-known companies in the country, including NBCUniversal, JetBlue, Venmo, and Airbnb. The company raised $150 million in just the last year, and also acquired two startups, Vidora and Indicative.
Hyperlocology, based in North Carolina, originally launched as a solution for the financial services industry, but its advertising software was quickly adopted by franchise brands, retailers, and e-commerce sellers. Today, Hyperlocology works almost exclusively with large brands to centrally manage all aspects of digital advertising, across all platforms, tailored to individual branch locations.
With the new partnership between mParticle and Hyperlocology in place, franchise brands will be able to seamlessly send their data from the mParticle platform to Hyperlocology, where it can then be broken down at the local level for per-location ad targeting. They’ll also have access to customer datasets and first-party audience targeting.
Hyperlocology Co-Founder Patrick Pleiss says the approach makes it easier for national brands to coordinate campaigns at the local level and creates more continuity across all a brand’s advertising.
Franchise brands will be able to send specific customer segments from mParticle’s customer data platform to Hyperlocology, so they can build audience targeting based on the attributes of their best customers for each branch location. They’ll also be able to leverage data across multiple channels, and execute per-location advertising on popular ad buying platforms like Google Ads, Facebook, Waze, and Yelp.
According to mParticle Vice President of Partnerships AMER Jake Dell’Aquila, the partnership will be “incredibly powerful” for the companies’ mutual customers.
“For years, mParticle has helped hundreds of brands optimize their audience targeting across platforms. With this new integration, multi-location brands have the ability to seamlessly connect those audiences to Hyperlocology to unlock improved location-level targeting across the top digital advertising channels,” says Dell’Aquila.
Overcoming local store marketing challenges and incorporating local advertising into national budgets has become a particularly thorny issue for franchise brands in recent years.
Hyperlocology’s partnership with mParticle should help alleviate some of those concerns, particularly for multi-location brands interested in taking a privacy-driven approach.
While there are many potential use cases, Hyperlocology executives expect the new integration to be especially popular among brands that have specific stores in need of marketing support. In those cases, brands can apply mParticle data, and allocate corporate budgets, to support specific stores instead of relying on less targeted designated market area-level advertising.
