By combining machine-learning with zero-party data, new tool ends the ‘era of assumption’ for marketers
London, UK, [Tuesday 14th March] – New entrant to the burgeoning MarTech (marketing technology) sector, Qudo, today announces the launch of its flagship Software-as-a-Service (SaaS) platform. Through its unique data-driven approach, Qudo unlocks consumer insights for marketers in a cost-effective way, alleviating the impact of data protection regulations and browser cookie controls in the process.
Its launch signals an important step in the democratisation of data-powered marketing. While, historically, such sophisticated techniques have only been available to the largest, most developed organisations, Qudo will extend access to small-to-medium businesses, with the tool available at a range of price points, starting with a ‘freemium’ offer.
It also comes in response to growing consumer anxiety surrounding data tracking. Unlike most research platforms, which rely on first- and third-party data collected via cookies, Qudo leverages data willingly shared by consumers in anonymous online surveys – otherwise known as zero-party data This approach is unaffected by new data privacy regulations, and enables the collection of more targeted information through specific key questions.
Mihajlo Popesku, Deputy CEO & Chief Research Officer at Qudo, commented: “Consumers are increasingly concerned about the privacy of their data, and rightfully so. The hyper-personalisation of communications, based on information you don’t even remember giving, can be unsettling. As a result, more users are declining cookie consent, making them harder to track. The zero-party data we collect has the full, conscious consent of the consumer, and gives a more complete, granular view of human behaviour, which can be visualised in segments. In the case of bespoke projects, clients can request ownership of the data collected on their behalf, but it remains fully anonymous and contains no private information.
At the same time, we empower organisations to turn their consumer insights into actionable results. With our precision activation engine, businesses can seamlessly export consumer segments to social media channels without signal loss or any data changing hands. This enables them to accurately target their preferred audiences without compromising consumer privacy.”
Dr Popesku is one of three Cambridge Analytica alumni that founded Qudo, including CEO Ahmad Al Khatib and Chief Marketing Officer Umar Akhtar. Collectively, they bring decades of experience in harnessing the power of behavioural research and marketing that has led them to perfect the process of streamlining research data, and built a tool which turns insights into actions.
Speaking on today’s launch, Al Khatib added: “Uncertainty really is the enemy of effective marketing. Marketers need answers and answers require data – but good data is often difficult to acquire. And even when you’re able to get it, what then? You can have the best and most comprehensive data, but it’s meaningless if you don’t know what to do with it.
Imagine you’re thirsty – do you want a high-pressure hose, or a glass of water? Our competitors claim to have actionable insights, but really, they give clients a high-pressure hose of information. At Qudo, we hand them a glass of water – the exact actions broken down into detailed consumer segments based on the behaviours and products most important to them.
“In this way, we’re taking all the guesswork out of ad campaigns, dramatically improving return on investment, and freeing up much-needed man hours too often spent in the mire of the research-to-activation process. No more switching between tools and spreadsheets, no more workshops to analyse insights and come up with clusters and segments. Qudo does it all. It’s the only platform currently providing data collection, analysis and activation all in one.”