Brand is perception and that perception drives human behavior. If companies can understand human behavior, then they can predict consumer behavior. Therefore, brand is the foundation on which all great companies are built. It can also make or break a company as it grows and expands.
\nAt Latana, we believe world-class brand insights should be available to all companies and can be done at scale. Because without insight, there can be no improvement. We provide companies with the insights they need to grow a great brand.
\nMany companies are already working with different brand tracking technologies in order to better understand the behavior of their target audience. However, what these companies may not realize is that the insights they derive from their tracking are skewed. The brand insights they receive have big margins of error, especially where niche audiences are being tracked. In addition, insights are derived from noise in the sample rather than real-world changes, and data quality isn’t taken into consideration, allowing unreliable respondents to filter through. Ultimately, brands are making big-budget marketing decisions based on guesswork rather than fact.
\nWe set out to solve this problem for brands and built AI-powered brand tracking fuelled by Multilevel Regression and Poststratification (MRP). This level of brand tracking solves the issues traditional quota sampling presents: it fosters data quality, brands can segment data while maintaining high precision, there is up to 90% lower margins of error across the board, and higher accuracy reflecting real world-changes instead of noise in the sample.
\nThe contrast between both forms of brand tracking is immense. In fact, we can go as far as saying it is the difference between building a functional brand and building a legendary brand.
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