Do you want marketing data? Buy them in the DATArohlík self-service

What is the most common reason for people to go into debt, and how many people in the Czech Republic favour the president’s direct election? Research agencies conduct these and other public opinion polls. Each agency has its own “warehouse” of discovered information that can be used further. The DATArohlík web platform, developed in cooperation with the Faculty of Information Technology, CTU in Prague (FIT CTU), is a data self-service where all data from research agencies are stored and available in one place. Similar to an online grocery store.

In the Czech Republic, research agencies collect data about the public and communication agencies use this data for their marketing purposes. Research agencies make their data warehouses-catalog available, which clients and the public should better navigate. The DATArohlík project aims to make it easier for research and communication agencies to work with market research data. DATArohlík is a data self-service where data for communication agencies and the public are stored in one place.

“Currently, the catalog contains the first sets of data from public and private institutions. Thematically, data from various areas of human activity are included here,” doc. Robert Pergl, one of the DATArohlík creators, explained its benefits. “We can find here, among other things, datasets on the socio-economic situation and demographic development, information on consumer behavior or media viewership,” he added.

DATArohlík is based on the project “Data platform for marketing communication”, which has been solved by the Centre for Conceptual Modelling and Implementation at the FIT CTU under the leadership of doc. Ing. Robert Pergl, Ph.D., and Ing. Michal Valenta, Ph.D. The project has also involved five students and produced a successful bachelor thesis, entitled Using Ontological Analysis for Semantic Interoperability of Marketing Data, by Bc. Jana Martínková, which dealt with the connectivity of datasets. 

The DATArohlík project was initiated by Remmark in cooperation with the Communication Agencies Association and FIT CTU. The project was officially presented at the Communication Summit 2022. DATArohlík has now launched the first part of the project (the dataset catalog), but the foundations of very interesting additional features that will be added gradually have been laid within the project with the Remmark agency.

The person responsible for the content of this page: Bc. Veronika Dvořáková