smrtr states it will put the money to delivering its Data as a Service (SaaS) approach, which, it says, will bring businesses a smarter way to commercialise data and ultimately make better decisions.
The firm's vision is to create the world's most effective and secure data and analytics company and says its differentiator is high-quality data sets that connect multiple data sources to create a multidimensional view of people and markets. Their data universe utilises high volumes of actual transactional data across 16 million Australian adults, instead of ‘intent to purchase’ survey or web activity data. This gives clients true insights on consumer behaviours, smrtr says.
CEO and co-founder Georgie Brooke said, "No other company in Australia offers as many points of view as smrtr does. Data is usually created and made available in silos, meaning users only get a single view of the world, however, the true picture only emerges from connecting several different views which is what smrtr is able to offer.
“Within our smrtr data universe of 16 million Australians, we have close to 50 billion transactions and data points on mobile usage and location, purchasing behaviour, financial transactions, property insights and automotive buying behaviour. By analysing and overlaying this data, or utilising our audience segments, we enable our clients to see the bigger picture leading to better decision making and outcomes,” Brooke said.
Stockland's interest in smrtr arises from a shared vision of data-driven innovation.
“We are thrilled to have the investment and support from Stockland, which will help to expand the insights we can provide to a range of Australian businesses across all industries,” Brooke said.
Other smrtr clients include Network 10, NewsCorp, NBNCo, AMP, Miele, and Budget Insurance.
As well as its commercial pursuits, smrtr is committed to giving back to the community via its ‘smrtr for Good’ arm. Here, smrtr seeks to address societal issues through pro-bono consulting, supporting four PhD graduates, and donating a portion of revenue to the non-profit Business for Good.
smrtr is the result of a merger between Greater Data and smrtr, founded by Georgie Brooke and Dr Boris Guennewig, who after decades working with data in the business and medical fields, wanted to make audience targeting and insight services available to businesses of all sizes, enabling access to the power of data and to drive positive change.
Pictured above: Dr Boris Gunnewig (left) and Georgie Brooke (right)
Below: official smrtr video from their YouTube channel