Experience relationship management platform AnyRoad has launched a new solution for capturing, measuring and managing first-party data for field-marketing experiences.
AnyRoad’s offering is based around measuring the impact of experiential marketing, being utilised by the likes of Budweiser, Honda, Michaels, and Tabasco. It also integrates with CRM, loyalty, ERP, and POS systems to build holistic models of loyalty impact.
The new AnyRoad Live product helps brands collect customer data and feedback in real-time via an iOS interface and a contactless web portal accessible by QR code. AnyRoad said the addition to its portfolio meant it now offered a single platform for measuring experience events across online, hybrid and in-person occasions.
“The post-pandemic reopening of the economy has sparked a massive growth of experiential marketing activity, which is an incredible opportunity to capture meaningful first-party data,” said Jonathan Yaffe, co-founder and CEO, AnyRoad. “We built AnyRoad Live to empower brands to measure and optimise the impact of their experiential programs, and scale these incredible experiences to strengthen relationships with global consumers.”
Among the features of AnyRoad Live are:
- Mobile and tablet check-ins for consumers
- Contactless capture with scannable QR codes
- Benchmarking and dashboard capabilities
- Consumer data security solutions
“We’re excited to have a new way to capture meaningful data on consumers who engage with our experiences and events. AnyRoad Live helps us deliver experiences that build brand awareness and seamlessly collect data for long-term CRM use,” said Emily Webster, Distillery Marketing and Sales Manager, Hangar 1 Vodka, an AnyRoad customer.
The news comes off the back of a $10mn Series A-1 round in March led by Andreessen Horowitz and Runa Capital, alongside Rally Ventures, Precursor Ventures, and Day One Ventures.
“AnyRoad is in a unique position at the forefront of the experiential resurgence to support brands in reopening and scaling their experience programs,” said David Ulevitch of Andreesen Horowitz.
“While other businesses in the space have struggled, 2020 was a breakthrough year for the company due to a combination of being laser focused on customer needs and being agile in response to challenging market conditions. AnyRoad has emerged from the pandemic stronger than ever, and we are excited to deepen our partnership with AnyRoad as they build a category-defining enterprise software company.”
