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Understanding Gloo's Data - FAQs

What is your philosophy regarding data use?

Data is increasingly important in the world we live in, and we believe using the power of data for good is an essential and moral imperative. With that in mind, we’ve architected our solutions to engender trust. Trust includes privacy, security, confidentiality, and accountability. Access to information must be balanced with the rights to privacy and data protection to data subjects—we take this belief so seriously, that sometimes it slows down our progress. We like it that way.

Where does the data come from?

Gloo contracts with Wunderman—one of the largest data aggregators and a leader in the data industry for over 30 years—to license the data used in our DMP. This data set has inputs on more than 260 million people age 18 and up, with about 2,600 traits on each individual. A full field guide on our data and sources can be found here.


How do you know your data is correct?

Data quality and accuracy are foundational to the Gloo DMP.

Gloo uses two primary strategies to ensure ongoing data accuracy. First, we carefully cultivate our third-party data sources by partnering with leading data providers that multi-source data elements and continually refresh that data. Second, we evaluate all our data sources prior to adding or updating them into the Gloo DMP—checking the data elements and value distributions to verify accuracy.

How can you identify people with specific propensities, stressors, or addictions?

These models are built by surfacing common attributes found in groups of people with known propensities, stressors, or addictions. From there, we build an algorithm to identify others who exhibit the same attributes—thus identifying those most likely to have the same propensities of addiction, marriage stressors, leadership qualities, or a number of other growth-related struggles or strengths.

To explain how that works in the real world, let’s look at an organization dedicated to strengthening the health and vitality of marriages, and how Gloo’s data science team developed a model to support them in their work:

  • Gloo acquired a list of 30,000 recently divorced couples from a data provider who aggregates public records.
  • Through machine learning and statistical models, we learned these couples had many things in common, including: financial stress (i.e., low savings, high credit activity, and the use of short term loans), recent luxury travel activity, and a low likelihood to proactively manage their health (i.e., actively pursue health and wellness, or track exercise, calories, and weight).
  • A team of data scientists, analysts, and subject matter experts evaluated the model. When projected across the U.S. national file, this model identified over 33 million individuals whose marriages look similar to those individuals who got divorced. These individuals were tagged with a likelihood to have a “marriage in need.”
  • The number of individuals in this category is consistent with reporting from the American Community Survey, the Bureau of Labor and Statistics, and Pew Research.

How do you know your algorithms are valid?

We begin by establishing the appropriate criteria to evaluate algorithms—meaning when we compare a Gloo audience to another audience, each should be non-duplicated, and each should have creative, media, message, and other campaign activation criteria.


Once we’re confident we have the criteria, we need to compare apples to apples. We hold a sample of records out of our analysis, and once that’s complete, we apply our new algorithms to the sample to see if the same patterns and predictors that were seen in the analysis persist in the sample. If they do, we have confidence the algorithm upholds.


The second—and most valuable—way we test our algorithms is through the feedback we receive from our Champions. Campaign performance that proves better from an algorithm-based audience than another approach validates the algorithm.

How can we ensure our first-party data is safe and secure?

When you upload your data to Gloo, you can be certain it’s well-protected. Trust is a fundamental value at Gloo, and we seek to earn that trust every day, with every Champion, and with every data element we process and control. That’s why Gloo’s security, privacy, and compliance capabilities are designed to meet or exceed applicable requirements under U.S. and E.U. law—and our Security Privacy and Compliance (SPC) executive team ensures those capabilities are continuously monitored and tested.

If you’d like to know more about our security and privacy capabilities, we’d be happy to arrange a conversation with our head of SPC. In such a conversation, we would would be happy to discuss how we:

  • Run our SPC program using a best practice frameworks, like the NIST Cybersecurity Framework
  • Have adopted Security/Privacy by Design into our SDLC process
  • Leverage the world-class security capabilities of well-respected cloud solution providers
  • Have deployed critical security controls such as two-factor authentication, data encryption, and SIEM solutions
  • Manage compliance to regulations such as HIPAA, the GDPR, and U.S. state data privacy and breach reporting laws
  • Are building and maintaining a culture of security within Gloo


Are you HIPAA compliant?

We consider ourselves a “Business Associate” as defined in the HIPAA regulations and we complete HIPAA Risk Assessments annually. Those assessments inform the design, implementation and testing of the controls we have deployed to align with the HIPAA Security Rule, and we sign HIPAA Business Associate Agreements (BAAs) when appropriate.


More broadly, we believe trust is the cornerstone of relationships. The underpinning of trust is strong privacy, security, and governance. To that end, our sight extends well beyond HIPAA. Gloo provides its solutions and services to our customers in view of HIPAA and—perhaps more importantly—global standards of privacy, including GDPR. Our approach to privacy, security, and governance is established in a formal program that’s in a state of continuous improvement to meet our customers’ need for trust.


Have you ever had a data breach?

Gloo has never had a data breach. However, we are aware that the data and systems we manage are valuable and every organization can be hacked. That’s why we’re continuously reviewing our cybersecurity and privacy management capabilities, maintain an incident response plan, and test our response and recovery capabilities annually.

For Gloo, being exceptionally good at data security is not a goal—it’s a responsibility. We recognize that the responsibility of data security is never more important than when using data to help Champions grow their people.


How do you test your employees’ understanding of security policies?

At Gloo, we believe that every member of our team plays a role in preventing, detecting and responding to security issues. Thus, we have created a security awareness and training program and licensed content from a respected training organization to educate our employees and test their knowledge on important topics. This training is required for every employee, and additional modules are deployed when needed.


What makes your process better than using the Facebook audience selection tool?

Facebook’s selection tools are great for some targeting, but Gloo audience solutions are designed specifically for personal growth factors. Many of our algorithms and models were designed with Champions in mind, which means these likelihood scores and selection filters can’t be found anywhere else—even on sites like Facebook.


What results can I expect?

It depends largely on your objective! You can expect to get insights on your people and community that will help tailor your strategy—whether that involves messaging, developing programs, or launching a new initiative. A lot of the finer details that can impact results beyond the insights depend on the execution by your organization.


What if my competitors build the same audience as me?

Even with the same audience, there are a lot of factors that can influence a campaign’s success. Without the same strategy, creative and tailored offerings, it’s basically impossible for two campaigns to have the same outcome. Our in-house strategists can help you acquire the skills and knowledge to get the most out of your audience outreach.

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