Under the Hood: Motista

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.

More in Media

YouTube is under fire again, this time over child protection

Adalytics Research asks, ‘Are YouTube advertisers inadvertently harvesting data from millions of children?’

Illustration of a puzzle that spells out the word 'media.'

Media Briefing: Publishers pump up per-subscriber revenue amid ad revenue declines

Publishers’ Q2 earnings reveal digital advertising is still in a tight spot, but digital subscriptions are picking up steam.

Lessons for AI from the ad-tech era: ‘We’re living in a memory-less world’

Experts reflect how the failures of social media and online advertising can help the industry improve the next era of innovation.