LOUISVILLE, Ky. — Two Louisville-based data technology companies are partnering to push the envelope for the beverage industry. Aperity Inc., a provider of data management and analytic solutions for supply chain partners, announced this week that advertising technology provider El Toro has joined the Aperity Beverage Data Exchange. Aperity will utilize El Toro’s suite of data and digital marketing services, including advanced analytics, mobile location marketing and IP Targeting, to help beverage supply chain participants seamlessly target consumers and maximize sales.
Earlier this year, Aperity launched its Beverage Data Exchange, the industry’s first open community-centric data solution that helps facilitate business insights between supply chain partners. The Beverage Data Exchange has an open, inclusive platform and marketplace that gives all of a brand’s supply chain participants full data visibility and transparency as well as enhanced ability to collaborate. It has a pre-built platform of over 1,000 connectors already in place, along with a library of 600 types of data transformations including machine learning algorithms to cleanse and harmonize data.
By using a patented series of powerful IP Targeting technologies combined with offline data, El Toro’s combination of data and technology allows marketers to serve digital ads to the exact individuals of their choosing, generating industry-standard setting results.
“El Toro’s data and digital marketing products are truly unique and we are excited to leverage their state-of-the-art ad targeting capabilities as we continue to grow the Aperity Beverage Data Exchange,” said John Madalon, Aperity founder and CEO. “Beverage data is no longer just about depletions and promotional data traditionally shared by the supplier, distributor and retailer but now includes the consumer piece of the equation and El Toro can accurately serve consumers hyper-targeted ads and messaging in real time.”
“Adding our data to the Aperity Beverage Data Exchange will help beverage industry supply chain partners utilize Account Based Marketing tactics, CRM targeting and more to reach their customers in real time with unmatched accuracy,” said Stacy Griggs, El Toro president and CEO.