Selections: Driving Sales & Marketing Through Consumer Insights

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consumer insights marketing selections

Companies around the world spend approximately $1.3 trillion (!) on marketing every year, however more and more start-ups are offering products that help reduce these costs by providing consumer insights which lead to targeted and effective marketing solutions. Take a look at the below companies to see how consumer insights can be collected and used to accelerate marketing campaigns. 

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2013 founded, $8.5m raised, 25-50 employees, Germany-based

Client snapshot:

Colgate-Palmolive, Greenpeace, Philips, Unilever

What do they do?

Latana (formerly Dalia) uses mobile methodologies to distribute millions of micro surveys worldwide to gather and analyse real time data on consumer attitudes, public opinion and market trends.

Why we’re interested?

Latana has support from VC’s such as Balderton Capital and Wellington Partners and in 2017 was named the Sixth Fastest Growing Startup in the country, by the German entrepreneurial magazine Gründerszene.

CEO, Nico Jaspers, has a background as CEO of German market and opinion research consultancy, dimap Global Solutions. Latana boasts impressive customers, serving companies of all sizes from start-ups to large enterprises.

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2018 founded, £875.0k raised, 10-25 employees, UK-based

Client snapshot:

BBDO, GlaxoSmithKline, MediaCom, Sony

What do they do?

Dragonfly AI develops a predictive visual analytics platform intended to predict, analyse and influence human attention. Their algorithm uses artificial intelligence to simulate how attention works in the brain to show instantly what an audience sees first. 

Why we’re interested

Through mind-bending technology, Dragonfly AI measures the level of consumer engagement with online customer journeys as well as real-world experiences. Using artificial intelligence, Dragonfly AI simulates the human brain and gathers data on what grabs consumers’ attention. Brands can use a mobile app to simulate real-world customer journeys so enterprises can see how consumers react to items such as product packaging and visual merchandising. So in essence Dragonfly AI allows businesses to mind read!

To top it off, Dragonfly AI was recently named in the Tech Nation Applied AI Cohort 2021 and is backed by leading investors such as Downing Ventures and FSE Group.


201founded, £340.0k raised, 10-25 employees, UK-based

Client snapshot:

ABInBev, Conservatives, Demos, M&C Saatchi Group

What do they do?

Focaldata is an advanced data application platform that helps customers build brands, create quality products and run successful campaigns. 

Why we’re interested

By running polls and gathering data, Focaldata gauges audience sentiment by helping enterprises create a survey, target an audience and analyse the results. Through its multilevel regression and post-stratification data product (MRP), Focaldata boasts more granular data collection and more accurate results, than traditional polling offers. In fact, Focaldata made the press for working with the Conservative party in 2019, offering frequent and informed polling for the General Election.

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201founded, $6.3m raised, 10-25 employees, UK-based

Client snapshot:

Undisclosed

What do they do?

Tamoco provides location based marketing and advertising campaign services, enabling businesses, organisations, brands and developers to understand their customers and build better products.

Why we’re interested

Not only does Tamoco provide data insights on how consumers behave in the real-world, they can also split the data according to audience preferences, gathering insights on different groups based on their interests, such as fitness lovers, football fans or demographics. 

Worried this sounds invasive? Don’t… because Tamoco manages to achieve this without compromising user privacy.

As an example of Tamoco in action, the company’s technology has recently been used to identify geographical areas most vulnerable to Covid-19 outbreaks based on data around population density.  Tamoco’s CEO Sam Amrani has been listed in Forbes 30 Under 30 and has also founded a company called Olvin, which helps businesses anticipate consumer trends.

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