Sramana Mitra: The engine that you are selling sits on your end and the customer basically buys it in a cloud mode? Is it a managed service?
Diaz Nesamoney: It can be either way. The software and the technology sits on the cloud. That’s what allows us to scale across hundreds of customers and massive amounts of data. A client can decide to use it themselves if they have the expertise to operate it themselves, or they can work with us. We have a managed service offering. A lot of marketing teams and agencies tend to outsource a lot of things.
Sramana Mitra: If you have a Ferrari, they would be driving it like a Toyota.
Diaz Nesamoney: Exactly. That’s why we have a managed service business. We also have partners who will implement our software for clients on our behalf. Some agencies do that.
Sramana Mitra: There are some agencies who have developed specific expertise on your platform.
Diaz Nesamoney: Yes. We have that model as well.
Sramana Mitra: What about the data? Supposing you model me in the context of a hotel client, that entity is in your system?
Diaz Nesamoney: Yes.
Sramana Mitra: Then again you encounter me with whatever identifier that identifies me. You don’t need to know who I am but if you encounter me in the context of a car brand, would you correlate those two?
Diaz Nesamoney: We’re not really a data provider. We’re not selling data. What we do is we learn a lot about you from that hotel brand. They’re our client and they’re giving us their consumer’s and customer’s data. We do need additional information about you. For that, we lean on data providers like the Oracle’s and the Adobe’s platforms.
We don’t actually collect data from other sites ourselves. That’s done by the others because that’s their business. We just tap into these other data sources to know if you might be in market for a rental car. All of that data comes from other data providers.
Sramana Mitra: Even if you encounter me in multiple clients, you wouldn’t do that correlation?
Diaz Nesamoney: We don’t, because we consider that data proprietary.
Sramana Mitra: That was my question. It is proprietary.
Diaz Nesamoney: We are very serious about that. We tell our clients, “If you give us your consumer’s data, it is your data.” Our software is using it to deliver relevant experiences to your consumers. We’re not going to take that and correlate and then sell it to someone else. For example, it would be disastrous if we take one hotel chain’s data and then sold it to another. As a company, we made the decision that we’re not going to be selling data. We are in the business of using and buying data. In fact, we’re more of a buyer than a seller.
Sramana Mitra: You’re basically remodeling the consumer each time for each unique client.
Diaz Nesamoney: Exactly. Also because the data may not be relevant. For example, we’re not running a campaign for Claritin. For them, data is allergy seasons. Pollen levels are more important than who the person is. They may worry about that because Claritin comes in different formulations.
There’s other data but they’re fundamentally worried more about where the pollen levels are high. Contextually, that’s where we should have relevant messaging. For us, it’s about looking at a brand and their consumers and what’s likely to get them engaged.