Marketing Agency Aims to 'Close the Loop'

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Indianapolis-based Peak XV Marketing has launched a new innovation to "bridge the digital divide" between companies and consumers. The digital marketing agency says the goal of "Close the Loop" is to help businesses drive people from their desktops or mobile devices into their stores. In an interview for The INnovators with Dr. K, Peak XV Partner said the effort works to fill in the gap for companies between tracking what they're doing online to what happens when someone comes into the store.

"We have a technology that sort of flips the script in how we're doing tracking and it allows when a customer comes into a store and they show their phone to show an offer," said Vitale. "We actually pick up the signal right away and then have real-time reporting so the business knows (if) someone brought an offer in."

Peak XV launched the effort at the end of 2018 with IUPUI. Vitale says the university was, for the first time, able to understand if someone coming to a men's basketball game showing an offer at the box office and the redemption of that offer. 

"We really feel like this is a differentiator," said Vitale. "There is not a technology that exists for this type of tracking. We are geo-fencing each location instantly and getting a real-time report, so it ends up being a differentiator that we can speak to businesses for them to understand where they're spending money.

Vitale says the agency hopes to continue is Midwestern expansion as it moves forward.

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