February 15, 2012–We’ve seen a lot of analytic partnerships lately and have rightly praised this bold trend in the industry. However, one thing we haven’t either covered or flat out noticed are spin-off companies. But, now, we’re changing our perspective thanks to a recent Market Watch story, “Predictive Analytics Expert eBureau Spins Off Digital Ad Targeting Business into New Company Named TruSignal.”
According to the story, “TruSignal helps marketers precisely target key messages only to those online users that ‘look like’ their highest value customers, reaching large scale audiences across digital display, video and mobile campaigns. Discovered using patented data mining and predictive analytics technologies, TruSignal Ideal Audiences(TM) are up to 80% more precise than existing online audience segmentation methods.”
The spinoff is an interesting gambit. On one hand this is a great way to diversify a company, but on the other digital ad targeting isn’t exactly using big data analytics at its highest capacity. We’re a little skeptical of eBureau off the bat. However, it’s a well known fact that some very powerful companies have come from spinoffs. Remember back when Teradata spun off from NCR? That’s turned out quite well, we’d say.