MFour Picks Miller to Oversee First-Party Data

In Irvine, California, MFour Data Research has named Sean Miller as Vice President, First-Party Data Engineering

MFour was founded in 2011 as a mobile panels specialist, and provides the Surveys On The Go app. A year ago it changed its name - a bit - to MFour Data Research, reflecting a broader focus. It now provides validated, opt-in consumer behavior and survey data via Surveys On The Go and its Fair Trade Data model. Data from more than thirteen million consumer panelists is used to generate nine deterministic data streams, including ChatGPT conversations, location, app usage, attitudes and receipts, all connected to a single identity. Clients access these behavioral and survey signals via the company's Studio interface, helped by AI assistant DANI (Data Analytics Navigation Instructor). The company gets its first-party data from consumers who share it 'through transparent consent' - this includes purchases and receipts, app usage, web browsing, location and store visits, desktop activity and LLM conversations, all connected to each consumer's survey answers.

Miller (pictured) spent nearly seventeen years at Luth Research, latterly as Senior EVP of Operations, and previously overseeing Online, Engineering, Data Analyst, Data Sales, Panel Management and Support teams. In his new role he reports to CTO Aaron Wepler, and will lead engineering for all the company's first-party data, with a mandate to bring its entire engineering stack in-house.

'Sean knows behavioral data from collection to client deliverable,' says Wepler. 'He brings the discipline to grow our first-party data with quality we can measure, not just assert.' MFour CEO Chris St. Hilaire states: 'The race to understand the consumer journey will be won with real human data behind synthetic models, not the fraudulent data too much of this industry turns a blind eye to. And consent can't be buried in fine print. People should know exactly what they're sharing and get paid for it. That's transparent consent, and it's the only ethical way to build this business. Validated, connected, and constantly calibrated data is the key to instant insights on demand. Sean has spent his career building exactly that kind of data.'

Web site: www.mfour.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.