EcoRce traders know the challenge in providing relevant promotional actions to prospects without violating the rules of protection of personal data and standards. However, many providers now offer solutions that make both offers and respect privacy – for much more performance.
Two of these providers are my guests this week. Sean Larkin is the CEO of Fued, a customer platform for traders. Francesco Gatti is the CEO of OpenSend, the absence of data on demography and consumer behavior.
The whole sound of our conversation is inserted below. The transcript is modified for clarity and length.
Eric Bandholz: Give us an overview of what you do.
Sean Larkin: I am the CEO and founder of Fueld, a platform for the customer date for electronic trade. We help brands to strengthen data signals The feeling that advertising and marketing platforms such as meta, to improve tracking and performance. Our team cooperates with companies such as Build Basics, Dr. Squatch and Oats overnight, and provides accurate data of pixels and confidence in their marketing metrics.
Francesco Gatti: I am the CEO and participation in the openness. We help brands identify visitors of the site who have been provided in contact. This included new users who show a sufficient commitment to redirect and return shoppers who go through different devices or browsers. Our technology combines these sessions, enabubling brands and platforms such as Klaviyo and Shopify to distinguish between returning visitors and new ones.
We also offered a Persona tool that segment customers according to detailed demography and behavior, allowing personalized marketing. We integrate directly with the keyboard and other e -mail platforms. By strengthening Plaviyo accounts, we help traders to reach Aidenifier visitors and maximize advertising expenses. Our identification skills are critical because consumers often use multiple devices and often replace them, which can disrupt tracking. We work with about 1,000 brands, including oats overnight, Regent and Alexander Wang.
Bandholz: How can your tools monitor to consume your device?
Gatti: We see two boxes using. The first is the identification of a cross device and a cross -browser. Imagine Joe Bough from you last year on your old iPhone. This year he returns using a new iPhone or his work computer. You would usually know he’s the same person. Our technological signals, such as user and agency data against our consumer graph that holds multiple devices per person, allowing you to recognize Joe regardless of your device or browser.
The second use involves capturing e-mails from high-intention visitors. He assumes Joe clicks on the Instagram ad, shows several pages of the product for more than two minutes, even adds items to his cart, but sheets without purchase or pre -pay.
Through data partnerships with publishers such as Sports Illustrated and Quizlet, where users provide their e -mail addresses in exchange for free content or promotional events, we can combine Joe’s anonymous activity with his know. Then we will send this e-mail, more of its behavior on the spot, on the Klaviyo and the similar platforms. This triggers the flow of abandonment, allowing us to re -put personalized messages and increase the chance to transform.
Bandholz: What are the other ways to use data?
Gatti: Marks are set mainly by automated flows and let them run. Just as driving, we send data to e -mail platforms and customer data systems, allowing them to automatically run personalized actions. The data allow the keyboard to distinguish between new and returning visitors to show pop -up windows for the first time.
Larkin: We integrate hash e -mail into meta. The match score increases by 30-50%and the return on advertising is improving because we can drive sales from advertising and redirect this shoppers.
Gatti: Our graph of identity stores multiple data points, including e -mail addresses, phone numbers, postal addresses, IP addres and devices. Sharing, with the fuel channels with richer details into the transformation of the API meta, dramatically increasing the degree of match and the accuracy of targeting.
Larkin: Personal data protection rules now limit simple pixel monitoring. From iOS 17, identifiers are undressed, making it difficult for the brands of electronic trading to monitor visitors and efficient ads. Poimpled collects first -party data, and third -party chart of Opesend restores lost signals. With the API converting API, the details send detailed data directly to platforms, such as a meta for stronger targeting and automation of e -mail.
Bandholz: When should the brand start using data technologies like yours?
Larkin: It depends on the scale. If you spend a month under $ 20,000 for advertising, free integration of META or Google Usully. Poilled is twice the cost of our competitors because we offer practical audits, proactive monitoring and direct support. Our typical customers make an annual income of $ 8 million or more, often over $ 20 million. Some entrepreneurs bring us from the first day for data advertising. However, most brands should wait for advertising expenses and less optimization have a significant financial impact.
Gatti: For Opesend it is a traffic, it will not return. We recommend at least 30,000 unique visitors a month so that our filtering can produce quality new e -maly. Services that identify returning visitors across devices work best for sites with 100,000 monthly visitors, where the 10x king is common. Start to $ 250 per month.
Visitors who never share the e -mail address less often, but our filtering narrows a gap. For example, with True True Classic in the Apargel, we have captured 390,000 e -mails in three years, recorded 65% of open rates, and provided 5 times the return on investment within three months. When these contacts move through remarketing with holiday offers and seasonal promotions, King continues to increase.
Bandholz: When should the company eliminate an unresponsive subscriber?
Gatti: It varies by brand, average order value and overall marketing strategy. We cooperate with both top luxury companies and tire dealers worth billions of dollars with very different approaches. In general, if you smell 10 to 15 e -mails with a zero commitment, it is time to cancel these contacts. Continuation of sending will not help.
Larkin: I would add that many brands, including large, do not plan to redirect or abandon, especially heading for black Friday and Cyber on Monday. The pressure on the discount everything can lead to money on the table. OpenSend Relald Customer Intent, allowing you to modify the menus. Someone who reaches the cash registers may not require the same discount as someone who has only added a product to their cart.
We cooperate with agencies such as brand.co and New Standard Co that help us build intelligent strategies. My biggest recommendation for the holidays is to check your flows, decide when a big discount is required and avoid distribution of the farm. If customers with huge discounts, they will disappear as soon as the sale is terminated.
Bandholz: Where can people follow you, find you, use your services?
Gatti: Our website is Opesend.com. I’m on LinkedIn.
Larkin: We are driven.IO. I’m also on LinkedIn.
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