Gravy Analytics
Gravy Analytics, now operating as Unacast, provides a location intelligence platform processing over one billion mobile devices monthly to deliver foot traffic, mobility, and consumer behavior insights for advertisers, retailers, real estate firms, consultancies, and government clients via subscription data licensing.
- Company typePrivate
- Founded2013
- HeadquartersDulles, United States
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Gravy Analytics does
Gravy Analytics, now operating under the Unacast brand following a 2025 merger, is a location intelligence company headquartered in the Ashburn/Sterling, Virginia area. The company operates a platform that processes mobile location signals from over one billion devices monthly to produce foot traffic, mobility, and consumer behavior insights for commercial points of interest worldwide. Its core product portfolio comprises Location Data, Foot Traffic Data, Consumer Data Enrichment (identity resolution), and Data Linkages (connecting MAIDs to hashed emails and IPs). Proprietary 'forensic flags' are used to homogenize raw location signals and ensure data quality across the platform. The company self-attests GDPR compliance as part of its data practices.
The company serves a diverse customer base spanning adtech/martech, retail, real estate, supply chain and logistics, consultancies, software/SaaS, government, and telecommunications. Named enterprise customers include Google Cloud Platform, BCG, BT Group, Sensormatic, Generali Real Estate, Locus, and Firefly Advertising, alongside SMB and mid-market users. The company generates revenue through subscription-based data licensing of its location intelligence platform, identity resolution services, and data linkage capabilities, employing an enterprise field sales and inside sales motion with quote-based annual contracts.
In January 2025, the FTC ordered Gravy Analytics to stop collecting and selling geolocation and personal data without consumer consent, a material regulatory event that has required restructuring of core data acquisition practices. In late 2025, the company completed its merger with Unacast, and Vector Capital subsequently provided $28 million in financing to accelerate product development, market expansion, and strategic acquisitions for the combined entity.
Gravy Analytics firmographics
Firmographics- Name
- Gravy Analytics
- Legal name
- Gravy Analytics, Inc.
- Website
- https://gravyanalytics.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Gravy Analytics, now operating as Unacast, provides a location intelligence platform processing over one billion mobile devices monthly to deliver foot traffic, mobility, and consumer behavior insights for advertisers, retailers, real estate firms, consultancies, and government clients via subscription data licensing.
- Ownership category
- akta.pro rank
Gravy Analytics industry classification
Industry- Product category
- Location Intelligence
- NAICS
- Information (51), Web Search Portals and All Other Information Services (51929)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Alternative Data Providers (Web, Satellite, Geolocation, ESG Signals) (FSAFAIAH)
- akta.pro secondary industry
- Location, Footfall & Mobility Intelligence (Origin-Destination, visitation) (THALAIAJ)
Keywords
Where Gravy Analytics is headquartered
LocationHeadquarters
- HQ city
- Dulles
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Gravy Analytics business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Infrastructure, Marketing or Sales, Operations
Revenue model
- Location Intelligence Data Licensing: The company generates revenue primarily through licensing access to its location intelligence platform, location data products, and foot traffic analytics. Customers pay for access to insights that enhance advertising, supply chain analysis, investment decisions, and forecasting capabilities. The platform serves as a data-as-a-service model where clients subscribe to access curated mobility datasets.
- Identity Resolution Services: Revenue from consumer data enrichment and identity graphing services that help businesses connect offline behavior to digital identities. This stream supports audience targeting and data enrichment use cases.
- Data Linkages: Revenue from providing data linkage capabilities that connect MAIDs to hashed emails and IPs, enabling cross-channel identity resolution for advertising and marketing technology clients.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise licensing with custom pricing based on data scope, usage volume, and service requirements. |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Gravy Analytics product offering
Product offeringCore offering
Gravy Analytics operates a location intelligence platform that ingests mobile location signals at global scale and converts them into human mobility insights, foot traffic analytics, and consumer behavioral data. The platform sells access to curated datasets including global location data, aggregated foot traffic for points of interest, consumer data enrichment, and identity linkages that bridge Mobile Advertising IDs (MAIDs) to hashed emails and IPs. Customers license these data products to power advertising targeting, marketing attribution, site selection, competitive intelligence, and forecasting use cases.
Product overview
Gravy Analytics, following its merger with Unacast, operates as a location intelligence platform offering a unified portfolio of data products. The core offerings include Location Data and Foot Traffic Data as primary products, supplemented by Consumer Data Enrichment and Data Linkages as add-on modules. These products work together to provide comprehensive human mobility insights, consumer behavior analysis, and identity resolution capabilities for diverse industry applications including retail, supply chain, real estate, government, and advertising technology.
Differentiator
Problem solved
Functional benefit
Products and services
- Location Data Provides real-world location data and human mobility insights for any area of interest worldwide, enabling audience building, offline marketing attribution, and consumer visit analysis. Designed for adtech, martech, retail, real estate, and consultancy buyers.
- Foot Traffic Data Aggregated foot traffic data for millions of commercial points of interest, helping businesses understand consumer behavior and emerging market trends. Used for site selection, competitive benchmarking, trade area analysis, and site performance evaluation.
- Consumer Data Enrichment Enriches customer data with demographics and consumer profiles based on real-world behavior, enabling discovery of consumers behind conversions and supporting audience segmentation for adtech and martech customers.
- Data Linkages Enables connection of Mobile Advertising IDs (MAIDs) to hashed emails (HEMs) and IPs, bridging identity gaps across data sources for cross-channel targeting and identity resolution.
Quantifiable outcome
- 14.7% increase in foot traffic over 90 days for QSR chain with 2,400 locations, attributing 2.3 million store visits to geotargeted campaign
- +3 more outcomes
Companies that use Gravy Analytics
Customer profileNamed customers14 records
Segments8 records
Ideal customer profiles5 records
Gravy Analytics technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Gravy Analytics partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, strategic and secondary.
- Google Cloud PlatformcoreGCP partnership enabling innovative applications including COVID-19 tracking and retail location prediction. The partnership is described as a significant step for the combined company's market position, with Unacast serving as a GCP partner for location intelligence solutions.
- BT GroupstrategicBT Group partnered with Unacast for data monetization in the UK market, viewing the relationship as essential to becoming the market leader in data monetization. The partnership represents a strategic go-to-market collaboration.
- SensormaticcoreCollaboration with Sensormatic integrates location intelligence with retail operations technology to account for evolving shopping habits and provide retailers with insights to adjust operations and customer engagement.
- LocusstrategicLocus uses Unacast's data science and engineering capabilities, with forensic flags helping to homogenize signals. The partnership is described as collaborative rather than transactional, with both companies becoming critical to each other.
- M1 Data & AnalyticssecondaryM1 Data & Analytics has a collaborative partnership with Unacast, characterized by lack of ego and willingness to work with partners and listen to feedback.
- AlphaMapsecondaryAlphaMap uses Unacast as their location data provider, citing flexibility, adaptability, geographic coverage, and transparency as key differentiators that make Unacast the most flexible and adaptable location data provider.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
Gravy Analytics competitors and assessment
Company assessmentBroad incumbents
- Esri: Broader GIS and spatial analytics incumbent serving enterprise and government customers. While not a direct geolocation data broker, Esri's ArcGIS platform competes for the same enterprise location intelligence budgets.
Direct peers
- Mobilewalla: Consumer intelligence platform leveraging location data and identity resolution for audience targeting. Jointly named in the 2025 FTC enforcement action against Gravy Analytics, making it the most directly comparable peer in business model and regulatory exposure.
- GroundTruth (formerly xAd): Location-based advertising and consumer intelligence platform combining first-party location data with media activation. Competes directly in the adtech and audience targeting use cases Gravy serves.
- Placer.ai: Direct competitor offering foot traffic analytics and location intelligence for retail, real estate, and advertising use cases. Operates in the same product category serving similar enterprise customers with overlapping methodology.
- Foursquare: Pioneer in POI data and location intelligence, with a location data platform, foot traffic insights, and consumer behavior analytics. Directly comparable product offering for retail, advertising, and real estate customers.
- Cuebiq: Location data and intelligence platform serving marketers and analysts with offline visitation insights and audience measurement. Closely comparable in methodology and customer base.
- Near: All-in-one location intelligence platform providing footfall, audience, and customer behavior insights globally. Direct competitor serving similar retail, real estate, and adtech customers.
- Unacast: Location intelligence company that merged with Gravy Analytics in late 2025. Conceptually a direct peer in the same product category prior to the merger, now part of the same combined entity.
- SafeGraph: Provides points-of-interest (POI) data and foot traffic intelligence to enterprises, academics, and government. Closely comparable alternative data product targeting similar location intelligence buyers.
Emerging players
- Predicio: Alternative data provider focused on mobility and telco-sourced signals for finance, retail, and real estate customers. Emerging player with meaningful overlap in foot traffic and mobility intelligence use cases.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Gravy Analytics social profiles
Digital presenceGravy Analytics compliance and trust
Trust signalCompliance1 record
Gravy Analytics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gravy Analytics leadership team
Management profileNumber of profiles
Profiles7 records
Gravy Analytics funding detail
Funding detailFunding overview
Funding rounds7 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gravy Analytics M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gravy Analytics
What does Gravy Analytics do?
Gravy Analytics operates a location intelligence platform that ingests mobile location signals at global scale and converts them into human mobility insights, foot traffic analytics, and consumer behavioral data. The platform sells access to curated datasets including global location data, aggregated foot traffic for points of interest, consumer data enrichment, and identity linkages that bridge Mobile Advertising IDs (MAIDs) to hashed emails and IPs. Customers license these data products to power advertising targeting, marketing attribution, site selection, competitive intelligence, and forecasting use cases.
Is Gravy Analytics a public or private company?
Gravy Analytics is a private company. It is classified as private equity controlled and is currently operating.
When was Gravy Analytics founded?
Gravy Analytics was founded in 2013. It employs 51 to 100 people.
Where is Gravy Analytics based?
Gravy Analytics is headquartered in Dulles, United States, in the North America region.
How does Gravy Analytics make money?
Three revenue lines are on record. Location Intelligence Data Licensing is the primary driver. The others are identity Resolution Services and data Linkages.
Who are Gravy Analytics's main competitors?
Esri is listed as a broad incumbent. Direct peers are Mobilewalla, GroundTruth (formerly xAd), Placer.ai, Foursquare, Cuebiq, Near, Unacast and SafeGraph. Predicio is listed as an emerging player.
Does Gravy Analytics have an API?
No public API is recorded for Gravy Analytics.
What industry is Gravy Analytics in?
Gravy Analytics's product category is Location Intelligence. Its primary akta.pro industry code is FSAFAIAH, Alternative Data Providers (Web, Satellite, Geolocation, ESG Signals), with a secondary code of THALAIAJ, Location, Footfall & Mobility Intelligence (Origin-Destination, visitation). Its NAICS code is 51 and its SIC code is 7370.