4Impacts to tackle Big Data market
3 November 2014 | 0
Big Data start up 4Impacts is set to enter the market with an analytics platform for the retail and health care sectors.
Co-founded by Ireland and Munster rugby player Donncha O’Callaghan, the company is supported by Enterprise Ireland and qualifies for the Employment Investment Incentive Scheme (EIIS). It is currently working to raise €500,000 by the end of the year.
The 4Impacts platform merges location-based digital out of home (DOOH) audience data gathered in real time with that from connected mobile devices. This information is enriched by social media and open data sources so content creators can get a better sense of how large and where their audiences are and how engaged they are in terms of shares and discussion.
4Impacts has deployed its own network of public and private DOOH media via 50 digital retail advertising totems and a health service network with a nationwide footprint of 250 screens in doctors’ surgeries and health centres.
The 4Impacts Health Service Network is a digital communication channel for pharmaceutical and healthcare companies to educate the public and professionals via multiple digital touch points. The combination of this public retail and private network supports the rapid development of an adaptable analytics platform, with a full market launch expected some time in the next 18 months.
O’Callaghan said: “Throughout my career I have been involved in many marketing and advertising campaigns and I often found there was a disconnect between investment, value and the actual return on investment. It became clear that for every industry, the use of data is the underlying key component. With data, the domain expert is no longer the ultimate decision maker.”
“We see this in rugby where the mining of historical data from before, during and after the game will have a huge influence on the approach to the next game. Our aim at 4Impacts is to apply the same deep understanding to the Digital Out Of Home environment. This DOOH industry is growing at a very fast rate however it is one of the least served by effective data analytics”.
4impacts currently employs seven people with plans to increase this to 15 over the coming year.