Under the Hood: Motista

April 12, 2011 • 1 min read • By Carla Rover

Motista, founded by industry veterans Alan Zorfas and Scott Magids, are hoping to revolutionize the consumer intelligence space by making third-party data transparent and accessible to marketers for Fortune 1000 companies.

What it Does: Motista states that it offers “consumer connection intelligence,” which translates to brand-relevant information around consumer motivations, as opposed to simply raw data on consumer behaviors.

How it Works: Motista uses voluntary online surveys to get at the crux of why consumers love or hate a brand, based on their motivations and affinities. Motista draws data from a hundred of thousands of customers on a regular basis, merging behavioral findings with aggregate sentiment analysis to create insights that enable marketers to create customer portraits that recognize motivational “triggers” as well as past behavioral patterns.

Assessment: Motista’s real-time data pool allows marketers to quickly access fresh consumer intelligence that can be translated into specific campaign directives. The company’s product offers a user-friendly dashboard and enough of a roadmap to make data flows easy to translate– perhaps too easy. Over reliance on the nice and easy touchpoints and supporting messages provided might result in a generic campaign model. Users ought to bear in mind that the platform is just that, a platform. Motista is a solid tool for delving deeper into your audiences’ motivations, but eventually you will have to call in the creatives.

https://digiday.com/?p=5674

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