MUMBAI: A data-driven social and mobile marketing firm, Digital Quotient, has launched arQ, a audience-marketing platform that analyses integrated data from various sources and creates real-time actionable - audience marketing intelligence.

arQ’s audience marketing intelligence helps marketers to create customised digital user experiences. The marketing intelligence derived from arQ can be integrated across multiple mediums - social, mobile, web and video, ensuring maximum impact and ROI.

The key differentiator for arQ is its holistic analysis and transformation of gathered data into real-time unique audience buckets. These buckets enable marketers to segregate the target audience and reach out to them with the right message at the right time. This approach eliminates all the guesswork and media spillover of the traditional digital marketing approach based on inventory. 

“In a world where consumers are using multiple devices and are flooded with endless choices, it is not surprising to note increasing spends on digital advertising by brands. There is a paradigm shift occurring in the digital marketing world which now demands customised marketing experiences not functioning in silos but integrated across multiple platforms. At Digital Quotient, we are committed to improve the user-experience across multiple mediums by focusing on the audience rather than inventory. arQ promises to translate online user behaviour into actionable intelligence for marketers. Thus, helping marketers to make the most effective business decisions and strategies by incurring the minimum cost,” said Digital Quotient (DQ) COO Vinish Kathuria.

arQ deep dives into the user’s digital journey and transforms heaps of complex data into valuable real-time marketing intelligence. This precision of marketing intelligence, we believe is a revolutionary step in the current scenario. The innovation team at DQ is always focused at solving the intricate issues of digital marketing, delivering the best results and ensuring high ROI,” he added.

With the launch of arQ, Digital Quotient focuses on an audience-first approach in all marketing strategies. arQ aims at reducing the time and effort required by marketers to deliver impactful, functional and engaging user experience which converts a user into consumer. In a complex and crowded Digital ecosystem this turns out to be a rather pressing need for most CMOs and marketers. arQ not only provides to run cross channel campaigns,  but also enables real-time bidding and audience buckets from which a marketer can find its most relevant target audience and reach out to them bang on time.

Digital Quotient says that in the current stage, the arQ platform will offer a reach of 50 million monthly unique users globally, with plans to expand  reach in coming months. Digital Quotient has been able to recruit top tier talent from IITs & other premier institutes for this initiative  who are focusing on Data Science, Machine Learning & Statistical modelling aspects. Company plans to scale up though build, partner and buy approach and is in active discussion with partners and investors.