CIO Bulletin

Turning mobility and driver data into meaningful behavioral insights: Arity

Arity believes that the future of mobility is about more than just how we get from A to B—it’s about what moves us forward. Emerging technologies and business models, like ridesharing, are disrupting existing systems and rapidly changing the way people get around. Born from insurance, Arity is uniquely positioned to predict and manage risk through data and behavioral insights. Arity finds the meaning in mobile and vehicle telematics data so you can make smarter decisions and grow your business well into the future.

Leverage Arity’s telematics-fueled predictive insights to lower costs, grow profitably, and enhance your users’ experience. The company’s driver data powers solutions for insurers, sharing economy companies, mobile app publishers, and more.

Q. What’s next? Arity’s vision for the future of mobility

As its dataset grows, the insights Arity can extract from it increase in volume, accuracy, and reliability which allows it to better serve customers. This is why this is such a big moment for Arity – while it is celebrating a trillion miles, the true milestone is that it is able to enable the future of mobility right now and, through its solutions, help customers shape the future of their own industries:

For insurers, the future of mobility is fairer, equitable auto insurance

Rather than relying heavily on rating factors like gender, marital status, and zip code, which may carry bias, pricing on actual driving behavior is fairer and more equitable. It is, after all, data about a person’s actual risk on the road, not just who they are.

Arity’s insurance solutions are built to support personalized pricing, which benefits both insurer and insured.

With Drivesight^®, insurers can use Arity’s industry leading score to assess and score their customers’ actual driving behaviors.
With Arity IQ^SM, insurers can ping Arity’s database to access insights into a person’s driving behavior at time of quote.

Both solutions help carriers price risk more accurately – and therefore, more profitably – while at the same time giving their customers a fairer and more equitable rate based on their actual day-to-day driving behaviors.

For marketers, the future of mobility is understanding how customers move to connect with them in more meaningful ways

Drivers and how they behave behind the wheel can reveal a lot of valuable insights for auto insurance, aftermarket, and automotive marketers. While these industries touch nearly all U.S. consumers, marketers can segment and target this massive audience (drivers) to connect with customers in more meaningful ways, optimizing customer value and boosting marketing ROI.

With the world’s largest driving behavior database for targeted marketing, Arity helps marketers and advertisers connect to their ideal customers and gain a competitive edge.

With the Arity Private Marketplace, marketers can target drivers based on their behaviors to deliver the right message at the right time in a contextual environment, maximizing engagement and conversion. For auto insurance marketers, this can look like targeting the top 25% of scored drivers, who have a lifetime value of up to five times greater than the average driver.
With Arity Audiences, marketers can leverage Arity’s 200 million+ connections to U.S. drivers based on where they drive. For retailers with mobile apps, this can look like leveraging users’ trip data to understand which consumers are passing by your store and when to deliver ads and offers that are relevant and timely.

For cities, the future of mobility is Vision Zero

Making transportation safer for everyone is a crucial part of Arity’s mission, so the company wants to play its part enabling Vision Zero by supporting cities’ efforts to eliminate all traffic fatalities and severe injuries. With Arity’s data, city officials and transportation planners gain access to insights that help make their roads – and the people who travel on them – safer.

With Driving Events Reporting, they can discover patterns with insights on phone distracted driving, hard braking, hard acceleration, and extreme speeding. With this information, they can discover and fix areas of road risk. For example, a pattern of hard braking in a particular area is being caused by a huge pothole.
With Real Time Traffic, they gain insight into the traffic density and flow of all vehicles on the road. This helps cities solve traffic flow issues, pinpointing areas of need. For example, a congested highway needs a new lane which would significantly reduce travel time for commuters.

Driving data delivered – instantly

Arity’s telematics technology collects driving data from nearly 100 million consumers on the road. The company understands how behaviors like distracted driving, hard braking, sudden acceleration, speeding and more can increase each individual’s risk. That means Arity knows which drivers pose the least risk — and will therefore be most profitable to an insurer in the long run. Using Arity’s risk classification data, you can target these drivers up front and optimize your marketing dollars to convert the most profitable prospects. Arity’s driving data shifts your focus from KPIs like Cost-Per-Acquisition (CPA), which may steer you to drivers who are easy to convert but costly in the long run, toward KPIs like Lifetime Value (LTV), creating the biggest impact on the insurer’s bottom line.

Driving risk data can help you identify—and more easily convert—your most profitable prospects. And with contextual data about commuting habits, mileage driven, common routes driven and even locations visited, you can serve more relevant ads with targeted marketing. Additionally, reduce churn and retain more of your best drivers by rewarding them with better deals. For example, if you target drivers with a spotless driving history, convert them by promoting lower insurance rates than their current providers may offer.

Marketing solutions

Leverage the world’s largest driving behavior database built from over 200 million connections for targeted marketing.

Auto insurance marketers can increase profitability using Arity Marketing Solutions to connect to their best customers based on driving risk and behavioral data.

Other marketers, including Auto Aftermarket, Automotive, Retail, and QSR, can reach their best customers with the right messaging based on how, when, and where they drive.

Built from driving data from over 200 million connections, Arity Audiences enable marketers to reach consumers in digital marketing campaigns based on how, when, and where they drive.

By layering behaviors like driving risk, mileage, commuting habits, points of interest frequently driven past, and more, on top of existing audience targeting tactics, marketers can achieve a complete understanding of their customers and how they move through the world.

For Auto Insurance carriers, Arity’s lowest-risk tier drivers have up to 5x greater lifetime value than average drivers. Focusing on these audiences in ad campaigns enables Auto Insurance marketers to reach the highest-value drivers, spend less on lower-value prospects, and increase overall profitability.

Other verticals that benefit from leveraging driving data to reach the best customers for their business include Auto Aftermarket, Auto Manufacturers & Dealers, Retail, Quick-Serve Restaurants, Fuel & Convenience, and more.

Arity Audiences are available off-the-shelf from every major DSP and in the LiveRamp Data Marketplace for audience targeting across the digital ecosystem, and in the Arity Private Marketplace.

The Arity Private Marketplace (PMP) is the nation’s first driving behavior-based mobile advertising network, connecting marketers with millions of validated drivers through a network of driving-related mobile apps.

The Arity PMP enables marketers to leverage Arity Audiences to display customized ads to tens of millions of customers based on how they drive.

KEY BENEFITS

Reach millions of drivers based on their driving behavior exclusivelyin the Arity PMP
Understand your prospect and convert them to a customer
Make targeting and bidding decisions based on the lifetime value a customer will bring to your business, rather than optimizing toward clicks and conversions
Target based on risky driving behaviors, driving distance, commuting habits, and more
Turnkey execution with CPC-based KPIs, consistent with other walled garden marketing tactics
Both native and displayad units available
Fully managed service including setup, optimization to your goals, and reporting