Overview
General information about Sense360 by Medallia to get you started
Sense360 by Medallia is a real-time insights platform that combines billions of consumer transactions, visits, and surveys to provide a 360-degree view into the market, your competitors, and your customers. The result is a complete understanding of where, how, and why consumers spend their time and money.
Using Sense360
Sense360 is a consumer insights tool built for market research, which reports a robust picture of the competitive and consumer landscape possible using the most powerful technologies and methods available today.
Use Sense360 to understand competitive and consumer dynamics and, ultimately, to make smarter marketing, strategy, and operational decisions.
Sense360 data provides directional market research insights to make smarter business decisions. Consequently, these data should not be used for tasks where precise, exact values are important, such as financial and earnings cases, as consumer panel data does not match one-to-one to the numbers of earnings or other financial data.
Comparing consumer panel data to other data sources
This table compares Sense360 consumer panel data to other data sources such as data consortium and internal data.
| Consumer panel data | Data consortium | Internal data | |
|---|---|---|---|
| What | Data provided by a population of consumers coming from surveys, mobile data, and credit card transactions. | Company provided first-party data, such as sales, and POS data, aggregated and resold (for example, blackbox, IRI, etc.). | Company owned data, such as sales, inventory, loyalty/CX data, etc. |
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Compare Sense360 data to financial data
Financial data, also known as Wall Street data, is what companies report to the street. Sense360 data, however, shows how consumers spend their money. This table compares financial data to Sense360 data:
| Financial data | Sense360 data |
|---|---|
| Not available for private companies. | Available for private companies. |
| Could be global against U.S. sales. | U.S. sales only. |
| Does not include all consumer spending such as fees, taxes, etc. | Includes all consumer spending (for example, fees, taxes, etc.). |
| Includes other revenue sources such as real estate, licensing, B2B, etc. | Only Includes all consumer spending, that is, no real estate, licensing, or other revenue sources. |
| Does not represent all locations such as new stores, franchised locations. | Represents all locations, including new stores, franchised locations. |
| Each brand has its own methodology. | Consistent methodology across brands. |
| Available at brand’s quarter close. | Data is always-on, available weekly. |
Sense360 characteristics
This table outlines the overall characteristics that Sense360 provides as a product:
| Speed | Comprehensive insights | Flexibility and granularity | |
|---|---|---|---|
| Benefit | Industry leading lag times (5 - 14 days against competitor’s 6 weeks - 3 months). Edge understanding of major events and initiatives impact before the competition. | As many meaningful datasets and views as possible. More robust insights and the ability to choose the most relevant data for your business and task at hand. | A multitude of metrics and cuts for you to focus on the metrics and views that matter the most for your business and task, and dig deeper compared to other data sources. |
| Trade-off | No extended period to review and adjust data. | Only partial coverage of certain things (for example, providing brand level DoorDash insights but not UberEats) which may cause confusion. Each dataset has different methodologies and biases which may result in unintuitive trends. | The combination of datasets, metrics, and filters results in many metrics and permutations, a massive data amount to monitor for quality. Granular cuts have smaller sample size and more volatility. |
Datasets
Sense360 collects proprietary data from several different consumer panels, totaling over 10 million consumers across the United States. These data sources are organized in the datasets used among the different dashboards:
Data quality
To maintain data quality standards, Sense360 continuously monitors data changes, which may occur due to:
Data enhancements — Data is restated in order to roll out a universal system enhancement. This may happen when the data science team identifies an opportunity to introduce a new weighting model to better contend with the shifts in consumer behavior, or when the transaction data provider loses and gains some financial institution partners that provide the raw data (they roll out a new panel and we must transition to the new panel and restate the data).
In those cases, customers are notified with a minimum of a 2-week notice by their account managers with full details on the update. Updates happen over weekends at the end of the month unless extenuating circumstances require other timing.
Data incidents — An unplanned issue or bug causes an issue in the data. This may happen if Sense360 introduces a bug that creates incorrect data, the data provider experiences a bug and sends inaccurate data, or DoorDash suddenly changes the data exposed in their transaction records and a specific restaurant is no longer identifiable.
In those cases, customers are notified as soon as possible by their account manager with full details on the issue.
This table displays where the data incidents may come from:
Data provider Sense360 Bugs Human error.
Model failure.
Human error.
System failure.
Dataset changes Upstream transaction format changes.
Underlying panel make up changes.
Updates and changes to dataset.
Technology changes.
Real-world volatility Unprecedented real-world volatility that overwhelms Sense360's models.
Dashboards
To display those insights, Sense360 comes with these out-of-the-box dashboards:
Contact your Medallia expert to give you access to your Sense360 instance.
