Olvin announces new analytics platform for drinks industry
A new analytics platform is looking to bring pubs and bars into the digital age by providing them with data about their performance, their customers and their local competitors.
Olvin is a real-world intelligence platform that is dedicated to the drinks trade. Its analysis helps the industry understand consumers based on their offline behaviour, while enabling them to reach those same people with online marketing. The platform, which is free to use, aims to provide pubs and bars with offline insights to help improve their digital marketing and drive revenue growth.
By using location data from devices, Olvin’s platform identifies patterns in the places that people visit and interprets the preferences of people within a specific area. These analytics can then be used by pubs and bars, as well as drinks brands, to target the owners of these devices with unobtrusive adverts that appear on platforms such as Facebook or Instagram. The whole process is completely anonymous.
“A clearer view of their landscape is just the first step. After understanding how to improve their pub, customers can target incredibly specific audiences with online marketing campaigns. The owner of a bar can literally reach people who have walked within 25 metres of their bar.” said Sam Amrani, founder and CEO of Olvin.
The company is launching the platform at a time when pubs in Britain are closing at a rate of 18 per week, as the traditional British pub competes against supermarket prices and larger chains. Olvin believe that they can give smaller businesses a fighting chance in a hostile and saturated market by untapping the potential of location data and targeted digital marketing.
“With a smaller pool of consumers to compete for, landlords are finding that they can’t afford any missteps when it comes to their pub” said Amrani. “Our analytics can help businesses understand what their customers and consumers in the area are looking for when it comes to the bar industry.”
The Olvin platform is completely free to use, while customers can purchase custom audience segments on a ‘cost per device’ basis.
Olvin works with a multitude of anonymised and pseudonymised third-party datasets, which have been diligently collected and processed in accordance with the GDPR. Where consent is required by the end user for any of the information processed, Olvin and its partners use industry standard methods of compliance to ensure best practices are followed. The Olvin platform handles data end-to-end, which means that users of the platform do not have to.
