New MFour studio combines behavioral and survey data
November 2, 2022
In the US, mobile search specialist MFour has launched a new unified home for all of its SaaS products, under its existing MFour Studio brand. Within it, a new analytics workbench called Consumer Explorer allows clients to combine consumer opinion data from surveys with behavioral data collected through observation.
MFour uses GPS technology to collect information at what it calls the “emotion point”; and its Surveys On The Go (SOTG) app provides access to an all-mobile panel, which tracks more than ten million app, website, and brick-and-mortar journeys. Last year, the company launched an omnichannel customer journey platform called Atlas Views, with access to 100,000 “demographically balanced” consumers – it’s now part of Studio.
The new MFour Studio brings together survey data with consumer behavioral data from SOTG – the latter totaling some 500 million events every 90 days. Customers can use the new Consumer Explorer tool to combine and visualize these two streams – a task according to MFour could previously only be accomplished using expensive data science hires and complex platforms like MySQL, if done at all.
The revived Studio also provides access to personal company views – which provide hard data on site visits over time, as well as app and web data measuring consumer digital traffic; and puts the company’s Survey Builder and Data Marketplace at users’ fingertips. CEO Chris St. Hilaire (pictured) comments, “Consumers own their shopping and search data, and want to control who gets it. We believe in ‘Fair Trade Data’ – fairly compensating people for sharing their behavior on the app and on the web – which helps our customers to study specific behavior”.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas, unless otherwise noted.