••• data analysis
Heap platform automates insights
Features three layers
San Francisco-based insight automation firm Heap has introduced a platform to automate all phases of customer insights. The platform captures, validates and connects all customer data, allowing companies to derive customer insights to drive better business decisions. Heap’s autonomous customer insights platform has three layers: data capture, control and insights. The data capture plane compiles behavioral data from sources across departments and domain-specific tools into one standard schema; the control plane assures data integrity and ability to change event definitions on the fly; and the insights plane produces networked insights across marketing, sales and customer-success silos.
Several additions have been made to each layer, including:
Non-destructive data modeling: Like modern music or photo editing, data professionals can define and model new insights without touching the raw data structure, unlocking faster iteration. Virtual event definitions enable retroactive updating of metrics on the fly wherever they are used.
Sources: Fifteen new data source connectors have been added to strengthen a connected network of customer insights, including Salesforce, Marketo and e-mail and payment providers. All history and events are available with one-click connectivity and no custom coding required.
Data integrity score: A data-scoring system ranks all customer data by level of usefulness and trustworthiness to empower companies to measure, define and control how data is accessed across the business.
Dashboards: Data visualization reports across silos of departmental data provide a bird’s-eye view of customers to break down team barriers and speed time to insight.
••• shopper insights
Tools analyze shopper data across outlets, events
Aimpoint Research, Dialogica team up
Research firms Aimpoint Research and Dialogica have partnered to merge multiple proprietary approaches to create a video analytics offering and customer experience optimization platform that tracks, measures, analyzes and segments shopper buying behaviors across traditional retail outlets (supermarket, mass, c-store, food-service, etc.), OOH advertising, experiences and events.
The partnership integrates Dialogica’s technology platforms with Aimpoint Research’s Fusion methodology to capture and contextualize the rational, functional and emotional drivers explaining the consumer path to purchase. Aimpoint CXO (Customer Experience Optimization) combines multidisciplinary research methodologies with video analytics, turning IP security cameras into a visual auditing and business intelligence tool capturing traffic metrics and heatmaps of a monitored area (Eye in The Sky). Dialogica Dianalytics video-analytics platform utilizes micro-cameras and other technologies to trace the shopper’s path from entrance to shelf to final purchase (or lost purchase), capturing interactions, mood, dwell time, demographics and responses. These non-intrusive and privacy-compliant technologies can be combined with internal sales data and transferred into an online dashboard displaying real-time metrics tracking promotional and advertising effectiveness, space allocation, new products, planogram effectiveness, etc.
••• market analysis
GutCheck debuts big-data product
Addresses fragmentation, personalization
Denver research firm GutCheck has launched GutCheck Constellation, a solution designed to combine survey data with big data to give clients research-grade insights, powered by billions of consumer profiles. This application of big data aims to help researchers and marketers solve complex business problems like market fragmentation and mass personalization. The $18 billion shift in share from large to small and mid-size businesses in 2017 indicates that consumers want to feel that products are tailored to them. They want to feel connected to the brands they buy from. This new solution seeks to identify opportunities for market growth, provide a picture of target consumers and tell clients how to effectively tailor messages to consumers and target them based on attributes like media consumption, lifestyles, social listening and other behavioral data, thus helping clients build products and content that feel tailored to the individual who is seeing their ad.
••• Briefly
San Francisco-based customer interaction platform Swrve has introduced its Intent Engine, which provides real-time behavioral insight relating to customers or prospects and allows Swrve customers to read and target consumer intent and propensity.
Southborough, Mass., firm Research Rockstar has launched an e-learning training catalog for 2018, which includes 28 e-learning courses available in real-time and on-demand.
New York-based B2B data firm Bombora is offering its custom automatically-refreshed audience segments through Singapore-based audience data firm Eyeota. The updated segments are generated by Bombora’s Company Surge data and are available for several marketing verticals and product lines. Through a custom-created segment, Eyeota facilitates the “always on” cookie match by providing new data points every seven days.
Franklin, Tenn., firm Harpeth Marketing has released its 2018 MediaBook, a reference guide to the advertising, promotional and marketing opportunities available in the market research industry. The guide is available for free on the firm’s Web site.
In Cincinnati, Nielsen Catalina Solutions and Nielsen have launched a new industry research study aimed at understanding strategies for building CPG brands. Partnering with CPG advertisers, media companies and industry organizations, Nielsen Catalina Solutions and The Ehrenberg-Bass Institute will analyze data from 50 brands across three-and-a-half years to understand the best strategies for building brands in today’s media environment.
New York-based brand intimacy agency MBLM has introduced Synzi, a communications platform designed to improve patient engagement and care delivery for the health care industry.
Stockholm-based software company Cint has launched an AI-based automatic sample delivery available to users of Access Pro, its sample procurement tool. The automatic sample delivery spans across all types of panel sources, including hosted double-opt-in, single-opt-in, API-connected and real-time sampling traffic. By using AI-based technology, the system samples automatically on an individual panelist basis and will field needed interviews within the required time periods.