As covered by leading media outlets like Venture Beat, Upwave 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. Upwave’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:
Upwave Launches Customer Research Technology For Surveying Online and Offline Customers
Company also partners with geospatial data firm SafeGraph
SAN FRANCISCO – September 2017 – Upwave, the leading tech-driven media and research company, today launched Upwave Customer Research, a new technology solution that allows brands to conduct customer research by finding and surveying online or offline customers on the Upwave 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, Upwave Customer Research has four distinct applications that avoid these issues by conducting interviews anonymously without personal identifiable information (PII) on the Upwave Publisher Network while also providing more accurate results. The applications include:
Site-Visitor Retargeting By Specific Online Action:
Upwave Customer Research enables brands to survey site visitors with zero interruption to the customer experience. Upwave 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 Upwave’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 Upwave’s integrations with data management platforms (DMPs).
Surveying Customer Lists Without Email:
Upwave 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 Upwave 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, Upwave 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 Upwave finds and serves them a mobile survey across the Publisher Network.
Upwave 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 Upwave’s targeted surveys, retailers and other businesses can get the insights they need to adapt more effectively and efficiently.”
Offline Customer Research Post-Purchase:
Upwave 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, Upwave 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 Upwvae Customer Research Solution suite adds to Upwave’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. Upwave 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.
Upwave is a fast-growing technology company that provides brand intelligence to the world’s leading brands and agencies. Clients use Upwave’s platform to talk to consumers after every touchpoint, from ad impressions and site visits to purchases and offline behavior. Upwave 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 www.upwave.com.