Latana Raises €36M Series B To Grow Brand Tracking Platform

With the recent funding round, Latana is on a mission to help brands drive growth

Berlin, Germany, September 16, 2022- Latana has raised a 36M Euro Series B equity and debt financing to scale its SaaS offerings. The main objective is to provide companies with consumer data and key insights to help track brand performance. 

“We’re excited to have strong partners on board to scale our software and client base,” said Jaspers. “This investment now enables us to fully focus on developing the next generation of brand analytics and consumer insights.”

As a response to the dire need for companies to better understand their brand perception and target audience, Latana has been leading the way in brand tracking since its inception in 2019.

The primary question for numerous brands is: How does their target audience perceive their brand? And, Latana’s CEO, Nico Jaspers says his company is on a relentless mission to answer that ultimate question.

With Latana’s intuitive-data driven dashboard and advanced survey technology, the company provides marketers with a clear view of brand success. 

Latana provides a direct channel to consumers and streamlines the process that helps brands understand what their key audiences are thinking.

“We are striving to achieve gold standard brand marketing to enable our clients to accurately measure the ROI of their marketing spend. Despite enormous budgets, brand marketers are one of the few people who are still lacking adequate tools to measure the impact of their work. We’re here to change that and enable brand marketers at any company to get visibility on their work. In order to do that, we’re currently building the world’s largest database on brand performance.”

“Great marketers thrive on quantitative tools, whether this is for social media management or ad-spend. For too long, brand marketers have been left behind and have made decisions on ‘gut feeling’, rather than data”, says Jaspers. 

“Without data, there’s no way to know if campaigns are effective. Brand marketers are left with little idea if they are driving results, or impacting business outcomes. More importantly, companies have no real idea how target audiences perceive their brand. In a hyper competitive market, brand is more important than ever and companies still often spend over half their budgets on brand marketing. But only very few can measure the impact of this spend, and when they do, it’s very expensive and the data is often questionable. More often than not, brands face the tough choice of either not measuring their brand at all, or engaging an agency that charges a six to seven digit price tag for a regular tracking setup across a few markets. We set out to change this and enable brands of any size to measure and track how their target groups perceive them.”

The evolution of Latana’s technology was from Dalia Research, Jasper’s previous company. Along with co-founder Fernando Guillén, Jaspers observed an apparent shift in human behavior where more people were easily reachable via their smartphones. And this led to the realization that this daily action, for billions of people in the world, could open up consumer insights opportunities that go far beyond traditional methods in terms of range and efficiency.     

Latana’s proprietary platform bids on mobile ad space to distribute micro-surveys to a daily audience of over 2 billion users. For data analysis, Latana developed a machine learning-based Bayesian analytics framework that takes fragments of survey data and uses them to inform a model. 

Latana today uses mobile optimized surveys to access both a precise and an “opted -in” audience for authentic and representative brand opinions in 100+ countries to ensure comprehensive geographic and demographic coverage. 

Over the years, 

• Latana has grown rapidly, increasing revenues by 7x and servicing clients globally. 
• Latana has established a name as one of the most forward-thinking brands in gaming, e-commerce, mobility, wellness apps, e-learning, and more.
•  Latana has helped clients’ understand their target audience and evaluate what makes people buy from them rather than their competitors. 
• Latana has brought the spotlight on scaling its B2B SaaS brand tracking platform. It focuses on both platform API clients and consumer businesses in the B2B SaaS arena. 

Latana will scale its marketing and sales operations, grow its consumer-facing product teams, and expand its product offering through R&D. It will also make key product and operational leadership hires to develop its SaaS offering further.

Latana’s growth plans will enable the company to expand its product offering and its core client base from SMBs to larger organizations, which larger market research firms have traditionally serviced                             

About Latana

Latana is a brand tracking platform that allows users worldwide to understand key brand insights for both themselves and their competitors and enables them to understand their brand awareness as well as zoom in on the audiences and purchase drivers that will enable their growth.. For more information, please visit latana.com 

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