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BizReport : Advertising archives : June 13, 2011

Motista to identify branded connection data

Add another way to target and hopefully engage online consumers: connection data. From Motista and available today, a new platform called Motista Consumer Connection gives brands on-demand access to consumer data. Some of the data goes back to 2007, giving marketers an in-depth look at how consumers engage with a brand.

by Kristina Knight

"We've seen a pattern that marketers and companies are struggling to really connect with consumers. There is so much competition between brands in engaging consumers, but there hasn't been a solution," said Alan Zorfas, Co-Founder, Motista.

The platform is geared toward Fortune 1000 brands, helping them to identify actual connections between the brand and the consumer. For instance, why does Consumer A identify and connect with Dr. Pepper rather than Coca-Cola? The collected data can be used to build segments, research competitors and even develop richer segments within their client base.

"Connection Data is the deeper, more personal motivation connecting a consumer to a brand; it identifies what about Brand A makes the consumer feel better or more confident," said Zorfas. "Identifying that connection is crucial because [the connected consumer] will not only pay more for that brand's products, but they will advocate for that brand."

Some brands have begun listening to social networks to find those deep motivations, which is a mistake according to Zorfas. Although the social space does help brands find consumers who are engaged with their products, blog posts or status updates rarely offer actual connection-based reasons for that engagement. The data is collected continuously, with some going back to 2007, so brands can compare quarter to quarter, year to year or go even farther into how consumer are engaging.

"This is empowering the marketer," said Zorfas. "There has been a wall between marketers and consumers and research, so the fact that a marketer can now walk into a meeting armed with actual data that tells other executives how and why consumers are engaging and supporting the brand is priceless."

Tags: ad metrics, ad targeting, advertising, data collection, Motista

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