Latana | How Latana generates brand insights

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How does Latana generate brand insights?

Measuring brand performance accurately is difficult. We’ve re-invented data collection to provide industry-leading insights.

Step 1

Make it easy for people to answer questions

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We run surveys with short and intuitive questions that are optimized for a mobile experience.

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All questions are extensively tested to reduce biases including agreement, order, cognitive overload, uncertainty, social desirability, and many other types.

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The question format is highly standardized to ensure consistent quality across markets and industries.

Step 2

Access billions of people through digital advertising networks

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We use the global ad-tech infrastructure to access a sampling frame of over 3 billion people every day, which gives us unprecedented reach and representation.

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To increase response quality, we do not incentivize people to answer surveys.

Step 3

Improve response quality through machine learning

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Our machine learning algorithm is trained to detect unreliable click behavior to weed out inaccurate responses.

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It also automatically identifies and cleans out answers that are likely to be biased.

Step 4

Increase precision through Bayesian network analysis

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For every brand, we feed millions of data points into probabilistic models to get reliable estimates even for small segments

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We use multilevel regression and poststratification to hold sample composition stable and correct for non-response bias.

Step 5

Convert results into concrete population estimates

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We use extensive demographic and other profile data to convert brand performance data into absolute population numbers.

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Our trend-line model enables you to reliably track even small changes in key performance metrics

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better marketing decisions by
delivering world-class, scalable
insights.

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