What Latana Brand Tracking does

Latana GmbH is a Berlin-based, privately held SaaS company that sells cloud-based brand tracking to enterprise and growth-stage consumer brands. The platform replaces traditional opt-in research panels with an ad-based, real-time sampling methodology that recruits non-incentivized everyday consumers, then applies machine-learning-based quality assurance, Bayesian statistical modeling and Multi-level Regression and Poststratification (MRP) stitching to deliver brand health, awareness, consideration, competitor benchmarking and purchase funnel metrics with claimed margins of error below 2% on niche segments and up to 100,000 interviews per brand per country per year.

The product is organized as a three-stage architecture — Data Collection, Data Processing and Generating Insights — wrapped by named solution modules (Ad Awareness Tracking, Brand Health Tracking, Competitor Benchmarking, Purchase Funnel Tracking, Brand Strategy and Planning, and AI-powered Audience Segmentation). Pricing is quote-based, billed in Euros via annually prepaid, non-cancellable Service Orders, with usage expandable through additional Service Orders and at least 45 days' notice on fee increases. Latana sells via a demo-led direct enterprise motion targeting global brand marketers, insights professionals, brand strategists and agencies; its trusted-by logo roster includes Unilever, Amazon, IKEA, Uber, General Motors, PVH, Bumble, Wizz Air and Zeekr.

Latana has raised approximately $45 million in disclosed venture funding across a 2015 seed, a 2017 Series A led by Balderton Capital and a €36 million September 2022 Series B led by Oxx with Balderton and Kreos participating. The company is led by Managing Director and CEO Nico Jaspers, with Joe Corcoran as CTO and Sugandh Sameer as VP of Finance, and operates as an independent going concern with no disclosed parent company or controlling entity.

Name

Latana Brand Tracking

Legal name

Latana GmbH

Website

https://latana.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Latana is a Berlin-based SaaS company that sells cloud-based brand tracking to enterprise and growth-stage consumer brands, using ad-based real-time sampling, machine-learning quality assurance and Bayesian statistics to deliver monthly brand health, awareness and segmentation insights to clients including Unilever, Amazon, IKEA and Uber.

Ownership category

akta.pro rank

Product category

Brand Tracking Software

NAICS

Marketing Research and Public Opinion Polling (541910), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

akta.pro secondary industries

Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN), PR, Reputation Management & Earned Media Platforms (BPAMALAO)

Keywords

• Brand tracking software
• Consumer insights platform
• Market research SaaS
• Brand performance analytics
• Audience segmentation tools

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Annual SaaS subscription fees: Recurring subscription revenue from customers who sign a Service Order and pay Fees in advance. Per the Terms and Conditions, Fees are quoted and payable in Euros, invoiced annually in advance, due upon receipt, non-cancellable, non-proratable for partial months, and non-refundable. Subscription Term auto-renews for successive renewal terms equal in length to the Initial Subscription Term unless either party gives 30 days' non-renewal notice.
2. Syndicated / volume-based data collection pricing: Usage-shaped pricing tied to interview volumes and geographies (e.g., ~1,000 in-market consumers per market per month for Emma Sleep, with cross-market comparability). Customers pay for access to syndicated datasets covering ~50,000 interviews per year per industry or product category, with monthly cadence on key brand metrics.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Latana is a cloud-based brand tracking SaaS platform that uses real-time, ad-based sampling combined with machine learning data processing and Bayesian statistics to deliver precise, non-incentivized consumer brand insights. The platform recruits everyday consumers (the 99.9% outside traditional research panels), processes survey responses via ML-driven quality assurance, and surfaces brand performance, awareness, and segmentation insights through an integrated dashboard. It serves brand marketers, insights professionals, strategists and agencies with continuous syndicated data collection delivering up to 100,000 interviews per brand per year per country.

Product overview

Latana Brand Tracking offers a single cloud-based SaaS brand tracking platform composed of a core three-stage architecture — Data Collection (real-time ad-based sampling), Data Processing (machine learning for quality assurance), and Generating Insights (intuitive dashboard) — wrapped around a set of named solution modules: Ad Awareness Tracking, Brand Health Tracking, Competitor Benchmarking, Purchase Funnel Tracking, Brand Strategy and Planning, and Audience Segmentation. Together these modules enable brands to measure and track brand perception globally with <2% margins of error, up to 100,000 interviews per brand and year in each country, and at a fraction of comparable solution costs.

Differentiator

Problem solved

Functional benefit

Products and services

• Latana Brand Tracking Platform Cloud-based brand tracking SaaS platform delivering end-to-end brand performance measurement via ad-based sampling, machine learning processing and an intuitive insights dashboard. Sold to enterprise and mid-market brand teams via annual subscription contracts.
• Data Collection (Ad-Based Sampling) Real-time, ad-based sampling service that recruits everyday consumers through open ad networks, accessing the 99.9% of consumers not in research panels with up to 100,000 interviews per brand per year per country.
• Data Processing (ML Quality Assurance) Machine learning-driven data processing module for fraud detection, bot filtering and quality assurance, ensuring 100% non-incentivized, honest survey responses.
• Generating Insights (Dashboard) Intuitive dashboard module providing flexible access to brand tracking data, replacing spreadsheets and PowerPoint with actionable insights.
• Ad Awareness Tracking High-frequency ad awareness measurement solution for accurate campaign insights, helping marketers evaluate advertising performance.
• Brand Health Tracking Brand health tracking solution powered by monthly, data-driven insights to monitor brand performance over time.
• Competitor Benchmarking Competitor benchmarking solution delivering clear, data-backed insights for competitive positioning and market share analysis.
• Purchase Funnel Tracking Solution that quantifies the customer journey with precise purchase funnel insights from awareness through conversion.
• Brand Strategy and Planning Data-informed brand strategy solution to support sustained growth and brand positioning decisions.
• Audience Segmentation AI-powered audience segmentation offering standard demographic characteristics (age, gender, income, education, location) plus custom audience segmentation, with machine-learning modeling for reliable segmentation insights on niche combinations.

Quantifiable outcome

• Reduces brand tracking data collection costs by over 90% vs traditional setups
• +6 more outcomes

Named customers18 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

AI capability10 records

Feature7 records

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Toluna: Digital consumer insights platform combining panels, programmatic sampling and a SaaS survey tool; offers brand and ad tracking with a tech-led, lower-cost approach comparable to Latana's positioning.
• Dynata: Large first-party data and research panel provider serving market research agencies and brands; competes with Latana in audience access and survey-based brand measurement, with a more traditional panel-centric model.
• Attest: Consumer research SaaS offering brand tracking, ad testing and concept testing via a self-serve platform; a more SMB/mid-market oriented, SaaS-first peer with a similar go-to-market philosophy to Latana.

Broad incumbents

• NielsenIQ: Global consumer intelligence incumbent combining retail measurement with brand tracking and consumer panels; offers overlapping brand health solutions to the same enterprise buyer Latana targets, with much deeper historical datasets.
• GfK (now part of NIQ): Consumer goods and brand intelligence specialist, now part of NielsenIQ; provides brand tracking and consumer insights to global CPG and retail clients directly overlapping Latana's use cases.
• Ipsos: Top-3 global market research group with brand and ad tracking, public affairs and consumer health practices; competes with Latana for enterprise brand-tracking budgets and can bundle services across categories.
• Kantar: Largest global brand tracking and ad effectiveness incumbent (Kantar BrandZ, Millward Brown), serving Unilever/Amazon-tier clients with deep panels and longitudinal brand data; overlapping capability with Latana, but at much broader scale and as part of a wider research portfolio.

Others

• Cint: Global research panel exchange and sample supply infrastructure; not a direct brand tracker but a key upstream provider/competitor for audience access, with overlapping relationships with research buyers.
• Brandwatch (Cision): Social media and consumer intelligence platform, now part of Cision; adjacent rather than directly competitive, but increasingly bundles brand and campaign analytics that overlap with Latana's brand health use cases.

Direct peers

• YouGov: Global online market research and brand tracking company with a large proprietary panel, offering brand perception, ad awareness and campaign effectiveness tracking — the most direct peer in online brand tracking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/LatanaBrand
• YouTubeyoutube.com/channel/UCiBfDsrWkSbepZk8WDSkTWg
• Facebookfacebook.com/latanabrand
• LinkedInlinkedin.com/company/latana-industry-insights/mycompany
• Instagraminstagram.com/latanabrand

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Latana Brand Tracking