VMblog recently spoke with Luminati Networks' Managing Director of North America, Omri Orgad, to discuss the company's automated data collection platform, how COVID-19 has affected the data domain, the ethical questions companies face when they collect data and more.

VMblog:  Why did Luminati decide to focus on automated data collection?  What automated data collection solutions do you offer?

Omri Orgad:  With the online ecosystem growing by the minute, there is a clear increase in demand of publicly available online data that is both timely and reliable. As a global company that works with almost every possible sector, we see these kind of market movements on a global scale. As a result, our customers have expanded their respective data collection operations while, simultaneously, expressing a very prominent need to simplify them - making them easier, faster and more effective.

This was a quick transition for us - we have been the key enablers to data collection across the globe and, therefore, automating this process has come easily. After listening to our customers' growing future needs, we have now made it simpler and more flexible than ever to address them.

All our customers need to do is define their data collection criteria, and we do the rest for them, in a speedy and short time frame. Relevant, market-worth data can only be gleaned in a timely and frequent manner and, obviously, while maintaining a clear set of ethical guidelines. You want your data collection to be as reliable, traceable and comprehensive as possible and to reflect an almost live market snapshot. We guarantee all of that, and our customers are well-aware of it.

VMblog:  What is the current state of the data domain and how has that affected the data collection operation for companies?

Orgad:  Data collection and online data has continuously grown to become a key component of any global organization's strategy. In our current reality, when there is an increasing emphasis on making fast and sharp decisions that impact your entire business, you want to know that your decisions are backed up by the most precise, relevant data source there is - and most of the time that is online data. Why? For the simple fact that it is the timeliest data you can trust. It not only provides a snapshot of your market reality since it is gathered across multiple sites, but it also follows your consumers' sentiments, your competitors, interactions, social media conversations as well as reviews. So, to put it simply, online data is your real market reality in real time as frequently as you need it. Now that we know that the entire online population has grown, I expect that the already predominant need for online data will increase and even multiply.

VMblog:  And how can data collection automation support companies?

Orgad:  To compete in full force, a brand or a company needs multiple data sets. Whether it is for their product development, to identify market gaps early and easily, to follow competitors' activities, or to watch for any kind of change in consumer-based demand, online data can be as varied and as versatile as needed.

Companies today are looking to make this entire process of deriving online data as simple, easy to implement, fast and as cost effective as possible. They don't want their teams to spend too much of their time handling online data, and they don't want to hire an extra workforce to handle it (especially now). This is where our operation can come into play. We offer an easy way to get the relevant data you need, at the time and frequency you need it.

We know full well that your competitive advantage can be jeopardized without the right kind of data and speedy delivery needed. Therefore, we work with our customers to ensure that they get such necessary data without spending too much time on it.

Our automated data collection solutions are designed to give companies and companies' decision-makers peace of mind - knowing that they can rely on the data they just received to make swift, sharp market-related decisions exactly when they most need to. Moving fast and remaining flexible has become more than critical; it can sometimes make the difference between whether you stay in business or lose substantial profit. You want to know your market and know it well at any given moment, and we want to help you do just that.

VMblog:  What are the main industries Luminati is working with in the data collection space?  What kinds of data are they typically looking to collect?  And have there been any changes in demand since Covid-19 pandemic outbreak?

Orgad:  Our more than 10,000 customers vary from large eCommerce companies, including members of the Fortune 500, to security firms, travel sites and finance sector organizations - such as banks, quant funds and investments companies. We also work with medical research institutes, hospitals and NGOs, with the collective aim of supporting the fight against COVID-19 and helping the impacted population.

The data these organizations require can go as deep as multi-layered market research or be as focused as pricing for attractive offers currently on display.

Most of our customers are interested in following their respective market closely, finding out early what their consumers and potential consumers want, and addressing those needs quickly and effectively.

Financial institutes are looking more for market research and reviews. Since the outbreak of COVID-19, that demand has not accelerated or multiplied for the simple reason that social distancing has created a new online reality, which is massive and fast-moving with very limited sources of data. People currently live online. Even those reluctant to join online activity in the past have now joined it, like the more senior population (over 15%).

Online competition is now ten times stronger than in the past, and the uncertainty is greater. In these unpredictable times, businesses rely on data. Moreover, they want to know that they are relying on the right kind of data, which is inclusive and comprehensive, and which reflects a real picture - this is what online data delivers and where it comes to the rescue.

For this reason, we've seen a spike in data collection, and I believe we will continue to do so. Quarterly reports or even monthly reports don't give organizations the certainty they need. Online data can provide an almost live reality snapshot - and one you can count on.

VMblog:  With the amount of data available only set to increase, how do you see the data collection space evolving in the future?  And what types of ethical questions will businesses looking to collect data need to contend with?

Orgad:  More and more, I hear from our customers about the need for reliable and traceable data. They not only want to know that the data they gleaned from the web is openly available data, but that their data collection operation is trustworthy. For example, from onboarding to delivery, they review the process; it should be in accordance and in full alignment with their compliance departments, always. We keep our processes and operations transparent - it is part of our core values. We believe that you cannot preach about transparency and promote transparency if you are not fully transparent yourself - right? 

Businesses today realize that an ethical way of conduct is much more than just an organizational culture; it is a business continuity necessity. Without an ethical way of conduct, especially regarding data collection, you are putting your business at unnecessary risk. I always recommend that every new customer experience our processes from up close. Customers should get a full "tour" and review all of our compliance procedures.  Yes, these procedures are as comprehensive as you can imagine - starting from a 3-phase onboarding process to a detailed identification process and monitoring.

Data is a valuable asset - probably the most valuable asset a company has. We want to make sure that all the data that comes through our network is not only safe and secure but follows well-defined ethical guidelines.  This is not only critical for now - it is critical to the entire domain's future. For this reason, we will keep running global free-of-charge educational sessions as well as participate in activities of leading research and academic institutes.

Our wish, which I know is also the wish of more companies and organizations out there, is for a standardized and regulated data collection process alongside the fostering of complete web-transparency and openness. This is the only known way to promote innovation and to drive to achieve a fair and open market that benefits consumers. After all, open competition is always a good thing for both market progress and consumers.