Dive Brief:
- San Francisco-based Survata is offering marketers a new opportunity to tap into second- and third-party data segments via online surveys that are used to later target the exact same audience taking the surveys.
- Survata’s CEO and co-founder, Chris Kelly, told Marketing Land, the capability is the first of its kind, in part because “research tech is about five years behind ad tech.”
- Survata’s Segment Surveys specifically target people who have been tracked by a cookie or mobile ID to be a relevant audience for the survey.
Dive Insight:
According to Kelly, the real impact comes after the survey when marketers can interact with the exact some audience that participated in the survey within the same data management platform.
Marketing Land provided an example of how the process works with an illustration of Subaru using the product and only pulling participants who had previously visited its website. This creates a more highly segmented audience than just asking a qualifying question such as, “Are you in the market to buy a car,” before having someone participate in the survey.
Segmentation and personalization are key tactics for marketers, and any technology that helps streamline that process will be helpful for innovations in the space. Survata’s current partners include Krux for second-party data and Acxiom’s LiveRamp for third-party data.
