The importance of having actionable market data has only been understood by advertisers and businesses in real-time. Along with data analytics, technologies like AI and machine learning have also helped us understand user perceptions and preferences.
However, not all businesses have been able to benefit from such technologies. This is because there has been a dearth of credible institutions that can help firms utilize their data efficiently to yield important insights. Thankfully, companies like Latana have come to the rescue of such organizations, enabling them to gain valuable insights on their target audiences.
Lantana has helped many leading brands all over the world in improving their understanding of their customers, markets, brand performance and growth, earning much acclaim worldwide. We are fortunate to have interviewed Angeley Mullins, the CMO and CGO of Latana. To learn more about the brand’s mission, vision and vision for the future.
In Conversation with Angeley Mullins, the CMO and CGO of Latana
Here’s an excerpt from the interview:
A warm welcome from SoftwareSuggest, Angeley Mullins. What is your success mantra? Something you have followed personally that has helped you in your journey.
I always believe that success is something you create. For myself, I have always found that the more diligence and focus I have, the more success I have always had.
Of course, different levels of opportunity come into play, however I believe that people can do quite a lot to help steer those opportunities with hard work, diligence, focus, creativity, and drive. It reminds me of one of those quotes I saw recently;” There is no elevator/lift to take in order to achieve success- you have to take the stairs”.
How has Latana equipped itself to deal with the Covid-19 situation better?
Latana has been incredibly supportive to everyone regarding covid. They have embraced remote work and have turned it into an advantage that Latana offers. We now have team members working from all over the world and as a company, we feel stronger for it.
We have also provided mental health support for team members as well since this pandemic has taken such a toll on everyone. It has made us realize that it is ok to get support when needed and Latana has done such a great job providing that to everyone.
Our readers are keen to know how the concept of Latana began? Tell us about the journey so far.
Latana was created by our CEO and founder, Nico Jaspers. The technology at Latana focuses on using AI to help source answers from millions of people across the world to understand the perception of brands.
This is truly one of the last frontiers in the marketing world: “How do consumers feel and think about your brand”. We are on a quest to solve this answer for so many companies around the world. It’s a very exciting journey!
We are a SaaS company with a great dashboard that makes the insights we deliver very easy to use and understand. This is something that is imperative in the new normal: a solution that is digital, easy to access, and delivers great insights. Clients are looking for solutions that are accessible which is one of the main advantages we focus on.
Where do you see Latana to greater heights in the next 5 years?
We are looking to integrate all different kinds of solutions into our platform to make it a well-rounded and holistic solution for Marketing and Brand leaders to understand their brand and brand performance.
We currently offer brand awareness and associations however are quickly moving into integrations that also connect social listening as well as deeper analytics. Within the next 5 years, we want to be the one-stop solution for everything brand-related.
Which features are most valuable in Latana?
Customers love our data reach ( how we can access data from all around the world), our audience segmentation, and our dashboard. We are also currently offering city-level brand tracking which is pushing our industry forward.
Many brands are looking for awareness on a city level as city-based marketing strategies become even more popular with the rise of the delivery and mobility industries.
Are there any ideological principles that your organization follows to maintain the brand value?
Latana is unique in that it leads with empathy and shows that by example with team members and also clients. The more understanding and consideration that is given to people who work at the company will automatically translate into how team members approach and work with our customers. I believe this is the essence of brand value.
What is your advice to young entrepreneurs?
Never give up! To be an entrepreneur means to overcome many challenges in your pursuit of making your dream a reality. Keep pushing forward, one step at a time.
SoftwareSuggest empowers businesses to discover top business software and service partners. Our software experts list, review, compare and offer a free consultation to help businesses find the right software and service solutions as per their requirement. We have helped 500,000+ businesses get the right software and services globally. Get a free consultation today!
