GTBIF - Marijuana C-Suite Chronicles: Otha Smith Of Tetragram Closes The Data Gap In Cannabis Consumer Analytics | Benzinga
In an exclusive Benzinga interview, Otha Smith III, CEO and founder of Tetragram, takes us through his transformative journey from occasional cannabis use since the age of fifteen to pioneering the first-of-its-kind consumer data analytics company following Maryland's legalization of medical marijuana in 2014.
Otha Smith III, founder of Tetragram
Smith's Motivation: Unveiling Data-Driven Paradigm
Motivated by the lack of data for both consumers and the industry regarding the potential effects of cannabis use, in 2020 Smith established Tetragram, the first-of-its-kind consumer data analytics company. He highlights the industry's reliance on transactional data and asserts the need to understand the "why" behind each customer's purchase.
"For years, the industry relied on transactional data from point of sale (POS) providers. But the problem with transactional data is it doesn’t tell us why a customer made the purchase," he said.
Tetragram is at the forefront of transforming data collection by providing consumers with a HIPAA-compliant mobile app to journal their cannabis experiences. Smith explains the unique approach that allows Tetragram to analyze customer intent and collect crucial information on terpenes and cannabinoids, unraveling the intricate interactions with the human body.