What is the Open Data Pitch Platform Anyways?
A proprietary demographic database, built to be extended by any 3rd or 1st party data set, that comes with a skilled team of data scientists & media pros to deliver custom insights.
We’re thrilled to finally bring this new platform to life. The timing in 2020 just feels right. If you’re like us, you’ve been watching the Ad Industry over the last 20 years grapple with 2 massive problems:
BigData, AdTech and Social were supposed to be this huge panacea. But instead they’ve created an enormous splintered mess.
Marketers are operating on thinner & thinner margins, and there’s a relentless pressure to produce “outcomes” at lower & lower costs.
Planning & measurement is hard work, especially when you need to navigate multiple research & data platforms which are oftentimes prohibitively expensive. What’s worse, is insights don’t just leap out of the platforms, they require smart (expensive) humans to pull the insights out. Once agencies purchase 3, 5, sometimes 20 of these platforms (there’s not one platform that does everything, so you need a lot), along with the analytics team required to operate them, they’re often in the hole for 6 or 7 figures. All to answer simple questions like:
How are Millennial Parents thinking about Back-to-School shopping during COVID?
How do you build a Toy Brand in a world without malls and shopping centers?
How is Health Care being complicated by emerging demographic & economic trends?
(By the way, these are real questions we’ve recently answered for clients using ODDP)
But what if instead of wrangling with multiple, expensive, legacy data platforms, what if you could somehow leverage all the valuable pieces of open data scattered throughout the internet, without all the integration headaches, and where its actually easy to use?
Better yet, what if it wasn’t wildly cost prohibitive like the other data & research platforms on the market? What if it came with a strategy & analytics team that has been working in Marketing for decades, knows exactly what an “Insight” looks like, and understands how to weave that insight into a Brand Story that clients can understand?
And what if you had the freedom to add-on any new or interesting data sets as you found them? You wouldn’t be locked-in to one way of doing things. You could literally just answer the questions you’re wrestling with, produce great work for your clients, and move on.
**This is what the Open Data Pitch Platform was built for!**
At its heart, ODPP (that’s what we’re calling it these days) is a demographic database that covers every household in the US. Imagine going down to the Zipcode level and being able to examine Age, Sex, Income, Race, Education, Marital Status, Family Composition, and more! And then imagine being able to layer on Household Savings, Expenditures, Interests, Travel Habits, Automobile Ownership, Food & Alcohol Consumption, TV Viewership, and Political Affiliation!
It’d almost be like having access to one of those super expensive research platforms that all the fancy Holding Company people use, like Simmons, Kantar and Nielsen.
We’ll that’s actually what ODPP is!
**But wait, isn’t “Open Data” just a code word for “Low Quality Data”?**
Great question, but no! The bedrock of ODPP sits on top of the US Census Bureau’s American Consumer Survey (ACS) Database. We’ve recently layered on databases from the Center for Disease Control and the Federal Reserve. Not to mention commercial datasets like Kelly Blue Book’s list of auto prices, ADP’s Small Business Report, iSpotTV’s TV ad viewing data, L2 Political’s most recent US Voter File, as well as 100’s of one-off surveys from the likes of Deloitte, Bain, McKinsey, JWT, Mondelez, Facebook, Mintel, IAB and more.
These aren’t random, unorganized GitHub repositories, these are some of the most respected commercial and governmental data repositories in the world.
We’ve even had customers join their own 1st party data onto our database to help them understand their business in a different context. Let’s say you have transaction data, but no demographic understanding of your customers. Not a problem. Or let’s say you’re trying to grow into a new product segment where your 1st party data has no coverage on emerging trends. Easy.
**So, how does it work?**
Think of ODPP like “Strategists that Bring Their Own Data.” Literally just send us a brief that you’re working on, or a media plan, or just some really complex research problem, and we’ll do the work for you. Our data scientist team “speaks advertising.” We can find new data sets for your use case, do the heavy data wrangling for you, and produce polished insights and slides that you will feel confident putting in front of your clients.
We’ve done a handful of real-life projects with world class brands such as:
Converse
Puma
Early Mountain Wines
LEGO
SingleCare
State Farm Insurance
**How can we help your group get started today?*
If you’re tired of shelling out huge amounts of money for research and data platforms, tired of trying to figure out which vendors actually have the data coverage you want, and tired of managing big teams of overworked strategists, it seems like ODPP can help you.
We want to help you win more business. How can we start working together today?