Survata is Proud to Sponsor the Brand Knew Podcast

Brand Knew is a new bi-monthly podcast featuring interviews with marketing leaders of major national brands. Hosted by Austin Moorhead, the podcast will dive into how consumers are changing and what brand leaders are doing about it. Survata is proud to be the initial sponsor – check out their first episode below and be sure to subscribe for future episodes with marketing thought leaders.


Brand Knew Ep. #1: Discovering Fashion Consumers with Aimee Lapic, former CMO of Banana Republic

In the past five years, online consumer attention has shifted dramatically. In 2012, consumers spent 4.3 hours a day online, with 36% of that on their mobile devices. Today it’s 5.6 hours a day, with 54% on mobile [Source: Mary Meeker Internet Trends] That requires a shift in the marketing strategies of fashion companies, as consumers discover fashion inspiration in new places.

While consumers were changing, so was the competition, with the emergence of subscription model fashion companies such as Stitch Fix and LeTote. These companies try to combat high return rates by predicting what their customers will decide to keep – an approach that may eventually be their undoing.

On this episode of the Brand Knew podcast, Aimée Lapic reveals how she responded to these challenges as CMO of Banana Republic, and provides perspective on the challenges facing the new model fashion companies. Excerpts of Aimée’s interview below:

On the Banana Republic customer:

“I found out that Banana Republic, at the time, did not know who their customer was. They thought that the customer really was looking to Banana for fashion guidance and advice and inspiration. And instead the customer had moved beyond that and was more about expressing themselves through fashion. They were very self-confident people. They did not dress for one occasion versus another – they dress to accentuate their personalities and what they were looking for in a brand such as Banana Republic is a partner in that.”

On the shift from traditional advertising to digital:

“When I inherited the role about 80% of our media was focused on what I call traditional media, print magazines out-of-home advertising, even radio. And quickly I changed that structure to be 90% focused on digital marketing and about 10% focused on still the traditional marketing because that’s where the customer was looking for fashion inspiration. For example, something like 30% of customers at Banana Republic received their inspiration from social media websites.”

On which fashion companies are winning ecommerce:

“I do think there are smaller companies that are willing to take risks in how they go to market and how they meet customer needs that seem to be winning. For example, like a Stitch Fix. According to public information they are close to a billion dollars now in sales which is a super-fast growth rate. I think what makes them win in this ecommerce space is the idea that they’ve taken the risk out of not being able to try on clothes having easy returns for different customers. They’ve put a lot of focus on the data algorithm that allows them to really understand what customers need in terms of fit and styling and types of clothes they like over time.”

On the challenges of a Stitch Fix or LeTote:

“I frankly think the biggest issue for the subscription based businesses over time is retention of customers. The reason the customers are signing up for a Le Tote or a Stitch Fix is because they want to try new things. They want new things in their closet without a lot of risk. Over time, does Stich Fix or LeTote represent new things anymore or does it become part of what their norm is? I think the reason people are attracted to them in terms of innovation may be their undoing over time unless they can continue to keep it really new and different.”

Join us for our next episode where we will be talking to Melissa Waters, VP of Marketing at Lyft, about the past and future of ride-sharing.

Find Brand Knew Podcast on SoundCloud and iTunes and be sure to subscribe.

Survata Ad Study Shows Platform Weakness with Young Consumers

As covered by MediaPost and Marketing Dive, Survata recently released a study showing which ad platforms rank highly for trust, relevancy, buying, and discovery by consumers.

Digital advertising is one of the hottest markets across any vertical in the world, and is one of – if not the – best ways that brands large and small connect with consumers. However, at the same time, 2017 has proven that the market also is undergoing significant volatility in the news. From Facebook to YouTube to Google to Twitter, hardly any has been immune, and the others have faced questions about their advertising potential.

Market and Ad Research firm Survata wanted to know where and how consumers put their trust and faith in the major ad platforms. So, Survata had 1,000 consumers – broken out equally among age groups – evaluate the top ad platforms Facebook, Google, YouTube, Instagram, Twitter, Snapchat and Pinterest against each other in arguably the most important measure of “trust” along with four other key advertising categories. The categories included:

    1. Trust: Which platform are consumers most likely to trust?

    2. Experience: Which platform provides the most natural ad experience?

    3. Relevance: Which platform presents the most relevant ads?

    4. Commerce: Which platform are consumers most likely to buy something through an ad?

    5. Discovery: Which platform’s ads help them discover businesses that they wouldn’t otherwise?

Google and Facebook assuredly flexed their muscles in each category, but the study found that the youngest adult buyers gave significantly less favor to both – especially Facebook. Trust was not the social behemoths strong point. Google bested Facebook for most trusted overall by a reasonable margin, but data from the youngest group (18-24) showed that Facebook dropped precipitously in “trust” to its lowest ranking in any category or age group at fourth.

In fact, in every category, the youngest group was around half as likely to select Facebook compared to all other age groups. The drop off even seemed isolated to the this up-and-coming demographic, as it was the only age group that was dramatically different for Facebook compared to the other groups. The next-youngest age group (25-34) generally fell in line with the overall rankings, which signals that Generation Z not only presents a challenge for the duopoly, but also an opportunity for others.

Ages 18-24 vs. Ages 25 and up






The full findings were not all bad omens for Facebook and Google, though. Generally, the platforms that usually picked up the slack among the youngest demographic were Instagram and YouTube, subsidiaries of the formers respectively.

Other Insightful Findings:

    1. While relatively new to the ad game, Snapchat saw its best performance among the youngest age group. Its best-performing category by a wide margin was among 18-24-year-olds who named it as the most natural ad experience (14 percent).
    2. As previously noted, the 25-34 age group slightly favored Facebook. Facebook won every single category (even those that Google performed better), except for experience which went to Google.
    4. Instagram’s favor dropped precipitously after age 44.
    5. While it was expected that discovery and commerce were to be most closely linked, and the same for relevancy and trust, it was exactly opposite. The platform most likely to promote buying was surprisingly aligned with most likely to be trusted, and the converse was true for discovering new businesses and relevancy. Best ad experience was the outlier, as it was also the most competitive overall.

To learn more about Survata’s Ad Research solutions, please contact us.

Survata’s “Trends in Ad Measurement” Panel, moderated by The ARF

Survata "Trends In Measurement"

On Thursday, November 2nd, 2017, Survata sponsored “Trends in Ad Measurement”, a candid, information-packed panel discussion moderated by Paul Donato, Chief Research Officer at The Advertising Research Foundation (ARF) on the challenges and opportunities associated with the current state of Ad Measurement. Paul was joined by a panel of industry leaders in Ad Research:

    Dan Elddine – Global Programmatic Lead at Electronic Arts (EA)
    Guli Zhu – Head of Marketing Analytics at Square
    Matthew Karson – Associate Director, Digital Media at The Clorox Company
    Nemr Elsotary – Global Digital Strategy & Activation Lead at Airbnb
    Vadim Tsemekhman – Director of Product Management at WalmartLabs

Survata "Trends in Ad Measurement"

The panel discussed hot-topic issues in the industry including data quality, brand safety, and attribution. Another important topic was programmatic advertising, including the future of it and whether there is a shift to private marketplace or direct. The panel also discussed how marketers are getting ready for new privacy regulations set forth by The EU General Data Protection Regulation (GDPR).

Want to see what other insights were discussed? View the entire panel recording below and check out our photo gallery from the event here.

Hope to see you at our next event!


To learn about about Survata Ad Research solutions, please contact us.

Survata at Attribution Accelerator with Microsoft

Survata at Attribution Accelerator

How Microsoft Measures Brand Equity in Digital Age

It’s not often that you hear the issue of brand equity discussed at an attribution conference, but in this age of digital advertising, many marketers and advertisers think there is a trade off between focusing on sales and conversion versus building brand equity. Microsoft’s Advertising Effectiveness Innovator Josh Billig sees that the rise of digital advertising and programmatic has often created too much focus on the short term pay off of ad investments, as opposed to the long term.

Digital advertising has made the pendulum swing too far toward only being concerned with driving sales and conversions, which doesn’t account for how digital advertising can be highly impacting on a company’s brand. And, while some question how much brand equity affects company performance these days, there’s little doubt that brand equity supports lifetime value. The trouble is, how do you measure its effect?

At the Attribution Accelerator conference last week, Survata CEO Chris Kelly had the opportunity to co-present with Josh, discussing how a tech-centered approach to Ad Research is essential to measuring the effect that a digital ad campaign has on building brand equity.

As Josh pointed out, if a brand is too closely focused on the short-term effect of digital advertising, then they’ll miss long-term revenue opportunities. But, with all of the rapid changes in the digital ad landscape – from programmatic to the explosion of new market research tools – most of the available market research solutions don’t have the capability to keep pace with technology. Many vendors may come to the table with a solution for measuring programmatic efficacy, but then it can’t measure the efficacy of a machine-learning algorithm that is constantly changing.

That’s why Microsoft turned to Survata, a market and ad research company that distinguishes itself because of its tech DNA. Microsoft requires a campaign measurement partner that can handle scale. For one of its upcoming campaign, Microsoft will serve 5 billion impressions in the U.S. alone across 40 publishers, scale at which a survey-panel or ad-banner approach cannot support.

Survata uses its Publisher Network to unlock premium content for survey-takers, drastically improving quality while also handling the scale Microsoft requires. Microsoft uses Survata for everything from defining its campaign objectives to optimizing campaigns in flight.

For a detailed look at how a brand the size of Microsoft measures its largest campaigns, watch Chris and Josh’s presentation below:

To learn more about our Ad Research solution, please contact us.

Advertising Week: Panel Highlights Ad Measurement in the Mobile Era

Survata at Advertising Week

Last week was America’s big marketing and advertising conference, Advertising Week, and no doubt that a lot of the buzz centered on the continued Russian ad scandal and Google’s YouTube mea culpa.

However, while those crises and respective responses are quite important to advertisers, it was the breakout panels where the significant issues that brands face day in and day out were discussed in detail.

Survata CEO Chris Kelly had to opportunity to participate on the “Measuring Up” panel, a discussion with other industry experts about the challenges of measuring ad and marketing campaign performance at a time when available data and touch points are exploding. As Chris pointed out, the growth of smartphones may indeed contain a wealth of new information to analyze, but it also has made it more difficult to build attribution models. And inherently, the politics behind the companies that offer different data types and slices can muddle the true insights even more.

While advertisers and marketers are facing tremendous pressure to extract and fuse tactical data from the online and offline world, there are some more promising and immediate opportunities. The introduction of new and more innovative uses for location and geospatial data has opened the door for marketers to map the customer journey both in the digital and physical world, as highlighted by Chris’s co-panelist Antonio Tomarchio, CEO of Cuebiq. Antonio even alluded to the opportunities when you combine this data type with survey data.

Here at Survata, we know firsthand about the power of understanding how customers interact with brands both online and in the physical world. As you may have seen, Survata recently announced its Customer Research solution set, which included a partnership with geospatial data firm SafeGraph. Now brands can anonymously identify customers in store, and then survey them later on when they appear on the Survata Publisher Network. This is in addition to our other solutions that get brands firsthand data from digital customers about any brand experience – including advertising campaigns.

Take a look at the video from the Ad Week panel “Measuring Up” below.

Survata at Advertising Week New York 2017

Survata at Advertising Week

Attending Advertising Week this year? Our CEO, Chris Kelly, will discuss with industry leaders new solutions and approaches to measuring the effectiveness of a modern advertising campaign. Come engage in a panel discussion with leaders in audience measurement as they explore both the opportunities and the challenges in today’s data ecosystem.

Moderated by Scott McDonald, President and CEO of The ARF, “Measuring Up” will take place Wednesday, September 27th, at 12:00 PM at the Target Media Network Stage.

Read the full Session Details>>

To learn more about our Ad Research solution, please contact us.

Survata Launches Customer Research Technology For Surveying Online and Offline Customers

Survata Customer Research

As covered by leading media outlets like Venture Beat, Survata has released a new solution to study offline and online customers. For additional insights, we have also partnered with Safegraph, a location data analytics platform to track in-store visits. Survata’s clients in eCommerce and with brick and mortar locations will be able to benefit from additional insights from their customers to complement their Ad Research and Market Research studies. Read the full release below:

Survata Launches Customer Research Technology For Surveying Online and Offline Customers
Company also partners with geospatial data firm SafeGraph

SAN FRANCISCO – September 2017 – Survata, the leading tech-driven media and research company, today launched Survata Customer Research, a new technology solution that allows brands to conduct customer research by finding and surveying online or offline customers on the Survata Publisher Network without interrupting a brand’s experience.

Conducting research by interviewing customers has long been a staple for brands to collect data for improving experiences, but traditional methods often introduce negative effects for brands. Site intercepts, pop ups that appear on a brand’s site, can decrease conversions by adding experience roadblocks and have trouble capturing visitors that bounce. Another common option, email surveys, often introduce response biases and are known to have low take-rates that can drive list atrophy.

However, Survata Customer Research has four distinct applications that avoid these issues by conducting interviews anonymously without personal identifiable information (PII) on the Survata Publisher Network while also providing more accurate results. The applications include:

Site-Visitor Retargeting By Specific Online Action:
Survata Customer Research enables brands to survey site visitors with zero interruption to the customer experience. Survata creates audience pools by tagging visitors based off an online action (cart abandonment, ad viewing, filled-out form, etc.), then “retargets” them with a survey when they reappear on Survata’s Publisher Network. At a time when brands are very sensitive to providing superior experiences, this approach allows them to get data on the issues important to them directly from visitors without adding any friction. Additional customer-research opportunities are also possible by accessing Survata’s integrations with data management platforms (DMPs).

Surveying Customer Lists Without Email:
Survata Customer Research enables brands to survey customers anonymously from their existing CRM list, without having to send email blasts. Brands supply a hashed email list, which is matched to online profiles, and then Survata finds the matched profiles in its Publisher Network to serve them the interview. This application allows brands to avoid large-scale email outreach that often lead to unsubscribes and have notoriously low and inaccurate response rates.

Analyzing Offline Behavior With In-Store Retargeting:
Brands aren’t limited to their online experiences to collect fast, accurate customer data. If a brand is working with an in-store analytics partner, Survata Customer Research integrates to get location-based insights from foot traffic. Ready-made for understanding offline behavior and customer-service performance, customers visit a business’s physical location, then Survata finds and serves them a mobile survey across the Publisher Network.

Survata also has signed a partnership with recently launched SafeGraph, the source of truth for human movement data, to enable survey targeting for offline customers.

“Industries like retail are looking for better understandings of their offline customer behavior, though often lack the quality and scale of data required,” said Auren Hoffman, founder and CEO of SafeGraph. “By combining our human movement data with Survata’s targeted surveys, retailers and other businesses can get the insights they need to adapt more effectively and efficiently.”

Offline Customer Research Post-Purchase:
Survata Customer Research integrates directly into purchase data allowing brands to find and survey confirmed customers. When a brand’s customers complete offline purchases linked to a loyalty program or other linked profile, Survata can match this information to conduct analysis on satisfaction, returns, loyalty cards and/or future spending habits.

Already proven in betas by a major international media organization and one of the world’s largest travel websites, the new Survata Customer Research Solution suite adds to Survata’s growing list of application suites. With applications for ad effectiveness, segment validation, ad testing and segment creation, the company recently introduced its Ad Research solution, which enables marketers and agencies to test, measure and alter advertising initiatives in real-time. Survata also has seen tremendous growth in its signature Market Research Solution solution, which includes applications for brand tracking, industry tracking, spending forecasting and behavior monitoring.

Survata is a fast-growing technology company that provides brand intelligence to the world’s leading brands and agencies. Clients use Survata’s platform to talk to consumers after every touchpoint, from ad impressions and site visits to purchases and offline behavior. Survata integrates with the leading Data Management Platforms to enable powerful ad research, customer research and market research. The company is headquartered in San Francisco and backed by leading Silicon Valley venture capital investors, including YCombinator, SoftTech VC, PivotNorth Capital, IDG Ventures and Bloomberg Beta. Learn more at

To learn more about our Customer Research solution, please contact us.

Announcing Our New Charts

At Survata we are constantly working to improve our product offerings, through new partners, enhancing current features and building new features to better adapt to industry trends and our clients’ needs. We are excited to announce our most recent enhancement of our current reporting, redesigned charts.

New and old chart

The next time you log into your survey dashboard or run a new study you will see our brand new charts which have been redesigned to look more modern and are packed with new functionality. You will now be able to do more than you have before.

Take an analytical approach to your free response data
View your free response results in a bar chart to better understand how your respondents answered your question. We display the 20 most frequently used words in your results to help you gain a better understanding of the sentiment of your respondents.

Wordcloud data
To use this yourself, from the options menu on a free response question, select “View as bar chart”.

Customize your view
There are a number of reasons you may like to see your data as a horizontal bar chart, they are often easier to read, they allow you to view more answer options for the same question and are better for displaying long labels.

flip axis
To view your own data in this way, click the options menu and select “Flip axis”.

View your charts in full-screen

At times you may want to take advantage of your screen width to get a better look at your chart. This is why we added an option for you to be able to view your chart at full-screen width. Full-screen width is particularly helpful when you have a more than 6 answer options or are viewing chart comparisons.

fullwidth chart
To use this feature select “Toggle full width” from the option menu.

These are just a few of the things you’ll notice as you navigate your new dashboard with constant improvements to come. We would love to hear your thought, feel free to reach us at to provide your feedback or additional request.

How Survata Clients are Shaping Markets

You read them in your daily life. You react to them to define your strategies. You use them to make your business case to customers in almost every marketing and sales effort. And, you may not even know that Survata was powering them.

Statistics powered by surveys are shaping and mapping business for every single market – whether it’s consumer or B2B. Survata is a leader in survey-powered thought-leadership, and many of our clients are driving the narratives.

We want to be your partner to help you seize the conversation. See how Survata clients have made waves in June in their respective industries.

*Public Relations: “Influencers Make Difference in Cause Marketing Campaigns” — O’Dwyer’s PR
Key Stat: 35 percent of adults engage with a cause because of an influencer

*Small Biz: “40 percent of small businesses have had cash flow issues within last year” — Small Business Trends

*E-Commerce: “Online Shoppers Deserve Better Than a Duopoly” — Bloomberg Opinion
Key Stat: 55 percent of online shoppers start on Amazon

*Personal Finance: “How Many Americans Are Living Paycheck to Paycheck” — CNBC
Key Stat: 49 percent of Americans are living by each paycheck

Start your own industry-defining study today by clicking here.

Survata Presents at ARF Audience Measurement 2017

Survata and Lotame

After being selected as a Winning Paper by the Advertising Research Foundation, we were invited to speak at their Audience Measurement conference last week in New York. We shared a new technology to improve online advertising research: Segment Validation. We believe that advertisers should validate the advertising audience segments used in programmatic ad buys. Otherwise, how do you know if the segment really has what it claims to have? Here’s Mark Thompson, CEO of the New York Times, referring to this issue, “When we say someone is a member of the audience is a female fashionista aged 20-30, what’s the probability that that’s actually true?”

Not all audience segments are created equal. A segment’s usefulness is a balance between the size of the segment, and how much of the segment actually matches the desired characteristic (the technical term for this is Precision vs Recall). Buying unvalidated audience segments is like buying TV ads before Nielsen ratings, or bonds before bond ratings. Programmatic advertising is still the wild west.

We are not the only ones thinking about this. Here’s an anonymous ad tech exec, who’s anonymity most likely stems from the fact that he’s fully aware that his company is delivering shoddy data. “A lot of the data that informs programmatic media buying is unreliable and conflicting. So what brands are spending their money for isn’t necessarily the thing they think they are spending their money for.”

As an example, suppose you want to advertise to moms. There are multiple “Moms” segments from different vendors, and other segments like “New Moms” and “Moms with 2-year-olds.” Which of these segments should you choose in the ad buy? You can’t really know until you’ve validated them. Segments boost signal to varying degrees.

Due to the partnerships and technical integrations between Survata and all of the major DMPs, validating audience segments is straightforward. Even better, the data is automatically pushed back into your DMP, where look-alike algorithms can expand the size of your target audience segment.

Survata is driving the next generation of ad research. In addition to Segment Validation, we also offer Segment Creation based on targeted psychographic profiles. We also conduct ad effectiveness studies in real time, allowing for optimization of ad spend allocation daily instead of just post-campaign reporting.

Our ARF presentation on validating programmatic audiences can be found in the slideshow below.