Resonate is a technology company which claims to have pioneered a model for combining

big data Big data primarily refers to data sets that are too large or complex to be dealt with by traditional data processing, data-processing application software, software. Data with many entries (rows) offer greater statistical power, while data with ...

and

psychographic Psychographics is defined as "market research or statistics classifying population groups according to psychological variables" The term psychographics is derived from the words "psychological" and "demographics" Two common approaches to psychogr ...

survey studies to develop a sophisticated understanding of consumer motivations, values, attitudes and beliefs. Products such as Resonate Analytics offer an understanding of consumer personal values and enable brand marketers and political advocacy groups to determine “why” people take action. Founded in 2008 and headquartered in Reston, VA with offices in Chicago, Los Angeles, New York, and Washington, D.C., Resonate is privately held, having raised nearly $30M in funding from firms including Greycroft Partners, iNovia Capital and

Revolution Growth Revolution LLC is an American investment firm based in Washington, D.C., founded in 2005 by AOL co-founder Steve Case, after leaving the AOL Time Warner board. The firm seeks to fund entrepreneurs who are transforming legacy industries with innov ...

History

Resonate was founded by Bryan Gernert, Andreas Hunn, Sara Taylor Fagan and John Brady in 2008 in

Alexandria, Virginia Alexandria is an independent city (United States), independent city in Northern Virginia, United States. It lies on the western bank of the Potomac River approximately south of Washington, D.C., D.C. The city's population of 159,467 at the 2020 ...

with the goal to reach people according to their personal values, level of activism and brand market motivations beyond political party affiliation or basic demographics. In early 2009, Resonate raised US $2 million from

angel investors An angel investor (also known as a business angel, informal investor, angel funder, private investor, or seed investor) is an individual who provides capital to a business or businesses, including startups, usually in exchange for convertible debt ...

. Series A funding was raised in 2010 for the amount of US $5 million from Greycroft Partners and iNovia Capital. Additional funding was raised in 2012 as a Series B investment of US $22 million from

, Greycroft Partners and iNovia Capital.

Methodology

Resonate's product methodology uses combined datasets of interview data collected via survey and related web behavior data to train predictive models using an ensemble of advanced

machine learning Machine learning (ML) is a field of study in artificial intelligence concerned with the development and study of Computational statistics, statistical algorithms that can learn from data and generalise to unseen data, and thus perform Task ( ...

techniques. Once models are "trained" the process is applied to the full behavioral data stream, processing tens of millions of

cookies A cookie is a sweet biscuit with high sugar and fat content. Cookie dough is softer than that used for other types of biscuit, and they are cooked longer at lower temperatures. The dough typically contains flour, sugar, egg, and some type of ...

per night, and assigning values and attributes to each according to the most updated observations. Processing includes examining up to 80,000 distinct behaviors to predict each of the 13,000 attributes in the Resonate platform.

References

{{Reflist, 1 Online advertising services and affiliate networks American companies established in 2008 Internet properties established in 2008 Companies based in Reston, Virginia