Introduction
Rick Miller is a Partner at Big Chalk, a marketing analytics company that delivers a variety of advanced analytics models, including marketing measurement, brand health and pricing elasticity.
Big Chalk’s mission is to deliver value from big data to meet the unique needs of Consumer Packaged Goods (CPG) and other consumer-facing brands to assess and refine business and market challenges in real-time. Working as an extension of their clients’ teams, they bring consumer marketing experts and data scientists to grow sales and build connections with their clients’ end customers.
The challenge
Big Chalk needed a partner that could deliver cost-effective, high-quality survey data and hands-on service to complement its in-house team and fuel complex analytics models for CPG brands.
The solution
Cint enabled Big Chalk to collect high-quality data in the format needed to power their analytics models, whilst providing world-class service to deploy and field surveys in a way that is compatible with their internal systems, at the right price point.
As Miller puts it, “Cint sits in that sweet spot for us where we’ve got folks who can help us on the services side with making sure that the surveys are deployed and we’re collecting data the way we need to collect it for our models”.
The benefits
Benefit one: High quality data
“The absolutely critical component is the quality of the respondent data that we get through the Cint platform. The data that we use that we collect through Cint gets fed into relatively complicated quantitative-oriented models. We have to know that we’re reaching real respondents and that the real respondents are thoughtfully answering the questions that we put forth in our survey instruments,” says Miller
“We focus on predictive modeling. If respondents don’t provide us high quality, real responses, we will know because our models won’t be very accurate. Between Cint’s quality control processes and Big Chalk’s own, we end up with the high quality data we need to generate the advanced models that we build,” he says.
“If the data provided by Cint wasn’t of high-quality, it would show up in the predictive nature of our models. And the good news is, the data we get from Cint really does fulfill these highly predictive models that we build”.
He continues, “Cint’s data is the backbone for our entire Trade-Off Consumer research series that’s widely quoted in the press and used in a whole variety of different ways, both with the media and with our paying client base, and it’s integrated into our strategic planning. That product line would not exist without high-quality consumer data that’s feeding it.”
“Cint’s data is the backbone for our entire Trade-Off Consumer research series that’s widely quoted in the press and used in a whole variety of different ways, both with the media and with our paying client base, and it’s integrated into our strategic planning. That product line would not exist without high-quality consumer data that’s feeding it.”
Rick Miller
Partner, BigChalk
Benefit two: Scale
Big Chalk is committed to delivering the highest-quality insights and analytics for their clients, and having a partner that they can rely on to find the right respondents to survey is key.
By tapping into Cint’s global scale and network of over 800 suppliers, Big Chalk can quickly access even the most niche audiences without compromising data quality
“Cint is our first choice and typically a one-stop shop, even if we have to reach a respondent pool that is a little bit unique.”
Benefit three: Dedicated support
Another area that Miller highlighted was the dedicated support that he and his team have received from Cint throughout the partnership. “The people that we work with are always responsive and very knowledgeable about helping us to field our surveys and capture the data the way we need to capture it,” he says.
“We know that our emails will be answered on weekends if we’ve got a survey that’s in-field that’s outside the scope of a normal business week, and that’s really important to us.”
Conclusion
“If you need a wide and deep range of sample and you want great people to work with at a good price point for the survey data, work with Cint,” Miller says.
Big Chalk is also looking forward to growing the partnership with Cint. He adds: “We appreciate that Cint has the technological foundation that can grow with our needs.”
“If you need a wide and deep range of sample and you want great people to work with at a good price point for the survey data, work with Cint,”
Rick Miller
Partner, BigChalk
