Polygraph Media today announced it has acquired Offergraph, the predictive marketing technology company founded by Ian Karnell, Jeremi Karnell, and Dr. Edo Airoldi.
Polygraph Media has helped brands optimize paid, owned, and earned media social campaigns with data science since the launch of its Real-Time Facebook Analytics and data platform in 2012. Offergraph also began two years ago with a focus on using marketing science to build predictive models based on social data.
The combined entity will help consumer brands and their agencies harness the millions of interactions publicly available in real-time, with a fully integrated offering from data collection to machine learning to paid media strategy and execution. Additionally, Dr. Edo Airoldi becomes Polygraph Media’s Technical Advisor on ads attribution, product strategy, and collaboration with Polygraph’s major consumer brand clients. Dr. Airoldi is also an Associate Professor of Statistics at Harvard University where he conducts his academic research.
“Marketers want to leap beyond rear-view reporting in Social Analytics. Today’s smart, data-driven marketers want to dramatically improve their odds of executing successful campaigns, informing decisions with the best data to predict ROI and value.” said Polygraph CEO, Chris Treadaway. “We’re very excited about bringing the best Data Science minds in the world together to understand actions that each marketer can take to drive successful outcomes from social campaigns.”
Polygraph’s proprietary social data mining engine collects data from Facebook and other channels at scale using public APIs, and is fully compliant with Developer Terms of Service for all supported platforms. Offergraph’s patent-pending Interest Graph Analysis will enhance Polygraph’s robust social data mining and ads delivery platform. Further details will be made available later in 2014.