December 20 - 26
- Friday Five
- Read in: 5 mins
- by: Karolina Bacewicz
For this week's Friday Five, we sat down with founder and CEO Lawrence Griffith to get a feel about Digital Factory's innovation throughout the decade and to discuss what's in the works for the upcoming decade!
Q: What is Digital Factory’s most notable accomplishment of the decade?
LG: I think the most notable accomplishment is the creation of the world’s first microfence™ technology. I think equally, the second biggest accomplishment is being awarded the most significant patents in mobile tech history.
Q: How has geolocation marketing changed in the past decade?
LG: I can say, the way we have changed it, is by making it more one-to-one, more personal and much more granular. I think prior to us [Digital Factory] it was really just all spammy, and to some degree, it still is. But I think at Digital Factory, we’ve really created a tech that allows us to really make it very granular and really begin to hone in on who people are and what’s really important to them. Which is very important content and very important data to the brands that serve them.
Q: What’s the greatest challenge in the data analytics industry? Do you have a solution?
LG: The greatest challenge in the industry is accuracy. Meaning, getting accurate data. Thinking about it on the qualitative and quantitative. On the qualitative side, if you do a focus group, and you’re paying people, they might not always be telling the truth. So you’re often left thinking about the truth and authenticity of your data. But on the same token, if you’re doing a survey, folks may not put truthful answers down, they just want to circuit through it.
I think for us [Digital Factory], because of microfencing™ and DWELL™, you can’t fudge that. It’s like a heartbeat, it has to be authentic.
With people, you’re essentially measuring someone’s DWELL™ time based on location. It’s the person that chooses the location, they’re not being paid to go there, not being prompted, they’re just going throughout their day-to-day lives. So with our tech, you begin to really collect, understand and measure what’s truly important to someone - which is a huge inference about who that person truly is.
I believe that we have just scratched the surface of solving the challenge of gathering accurate, truthful data. We’ve solved it, but we’re not done yet.
Q: What is a song that captures the aura of Digital Factory. Why?
LG: “Mama Said Knock You Out” or “I’m Bad” by LL Cool J.
I mean, they’re the personification of hardcore grind. That’s what we do, right? We grind it out and create innovations.
Q: What’s next for Digital Factory for the upcoming decade? Anything exciting?
LG: What’s next at Digital Factory is our B2C (business-to-consumer) platform. We are now going to introduce our technology to the consumer market, in the sense that we’re going to allow consumers to control and create mifrofences™, and integrate our technology into consumers' day-to-day lives.
(More on that, soon.)
Q: (Bonus!) Where do you see yourself or Digital Factory in 2030?
LG: Being the largest data analytics company on the planet, with connectivity to every industry that there is, both private and public sector.