Latana

Latana is a brand tracking platform using real-time, advertising-based sampling to reach consumers, applying machine learning for quality assurance, and presenting results through a dashboard for insights teams, marketers and strategists.

Advertising-based sampling is the methodological choice that distinguishes Latana and it addresses the oldest problem in survey research. A standing consumer panel is made of people who signed up to answer surveys for money, and those people are systematically unlike the general population in ways that no amount of weighting fully corrects. Recruiting respondents through advertisements reaches people who never joined a panel, which is the harder and more representative half of any market.

Machine learning applied to data processing is the second stage and it exists because the first creates its own problem. Open recruitment brings in inattentive and fraudulent responses alongside the genuinely hard-to-reach, so automated quality assurance is what makes the sampling approach viable rather than merely different.

The solution set covers ad awareness tracking at high frequency for campaign measurement, monthly brand health tracking, competitor benchmarking, purchase funnel quantification and brand strategy support. Publishing prices at all is unusual in this category and worth crediting: the entry tier starts at 7,900 euros per market per year for brands wanting basic awareness tracking or entering new markets, and the deeper tier starts at 18,900 euros per market per year for fuller consumer perception and performance metrics. Pricing per market matters, since a multi-country programme multiplies accordingly.