Data and analytics startup smrtr has raised $2.5 million from property giant Stockland as it looks to use data to drive retail sales.
Stockland has been a client of the data-as-a-service venture, founded in 2009 by Dr Boris Guennewig and Georgie Brooke, since 2013, and an earlier investment from the property company in October 2020 say smrtr merge with Greater Data.
The latest investment will help support smrtr’s vision to create the world’s most effective and secure data and analytics company, expanding its data commercialisation offerings and pool of data assets.
smrtr connects multiple data sources to create a multidimensional view of people and markets for better insights into consumer behaviours.
Co-founder and CEO Georgie Brooke said no one else in Australia offers as many points of view as smrtr.
“Data is usually created and made available in silos, meaning users only get a single view of the world, however the true picture only emerges from connecting several different views which is what smrtr is able to offer,” he said.
“Within our smrtr data universe of 16 million Australians we have close to 50 billion transactions and data points on mobile usage and location, purchasing behaviour, financial transactions, property insights and automotive buying behaviour. By analysing and overlaying this data, or utilising our audience segments, we enable our clients to see the bigger picture leading to better decision making and outcomes.”
Brooke said Stockland’s backing will help them expand the insights smrtr can provide to a range of industry sectors.
Its client base already includes property, banking, insurance, utilities, retail and automotive, from Network 10 to NewsCorp, NBNCo, AMP, Miele and Budget Insurance.
Brooke said the business was also looking to give back to the community, having created ‘smrtr for Good’ to address societal issues by providing pro bono consulting, a PhD research and a graduate program that has supported four PhD graduates. They are donating a portion of smrtr’s revenue to the not-for-profit, Business for Good.