Resonate

Market position

Resonate positions itself as a predictive consumer intelligence provider covering the entire US adult population, differentiating from providers of purely descriptive or historical behavioral data. Cited clients and references include AAA, Booyah, Butler/Till and RPA.

The company emphasizes individual-level rather than household-level attributes, forward-looking intent and motivation signals rather than only past behavior, continuous refresh of profiles, the ability to build custom attributes modeled from direct consumer research and scaled to the US population, and privacy-compliant data practices.

Technology

Resonate's methodology combines interview and survey datasets with related web behavior data to train predictive models using an ensemble of machine learning techniques. Trained models are applied nightly to the full behavioral data stream, historically processing tens of millions of cookies per night and examining up to 80,000 distinct behaviors to predict each attribute. The current system, branded rAI, draws on roughly 30 billion daily online consumer observations, a multi-ID identity graph of over 1 billion IDs linked to 250 million consumer profiles, offline consumer and household demographic and behavioral data, and proprietary ground-truth data from its US Consumer Study.

Go-to-market

Resonate markets directly to agencies, brands, publishers and political and advocacy organizations, and to specific buyer roles including marketing, data and analytics, paid media and advertising, insights and research, and data science teams. It publishes case studies, reports, webinars and consumer research (such as an annual holiday spending guide) as demand-generation assets and offers meetings and demonstrations through its website.

Marketing agencies, consumer brands, publishers, and political and advocacy organizations, along with in-house data science, analytics, media buying and research teams.

Geography

Headquartered in Reston, Virginia, with offices in Chicago, Los Angeles, New York and Washington, D.C. Its data coverage is focused on the US adult population.

History

The company was founded in 2008 in Alexandria, Virginia, and is headquartered in Reston, Virginia, with offices in Chicago, Los Angeles, New York and Washington, D.C. It raised angel funding in early 2009, a Series A in 2010 led by Greycroft Partners and iNovia Capital, and a Series B in 2012 from Revolution Growth with participation from its earlier investors, totaling nearly $30 million. In 2020 it launched enhanced AI-based segmentation capabilities for building dynamic customer personas. Private equity firm ZMC subsequently announced its acquisition of the company.