Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 3)

Sramana Mitra: Obviously, there is the keyword analysis capabilities that Google offers that is relatively public. Are you talking about data that is more granular than that? Are you talking about actually following your user through their Google search patterns that are related to Dove? If so, where do you get that data from? Who has that data and why is that okay to give that data to anybody?

Deren Baker: We are talking about the ability to trace that entire consumer segment behavior. >>>

Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 2)

Sramana Mitra: How do you get your data? What part of that data is private and how can you manage to get to that data?

Deren Baker: We license the data from third-party partners. All the data they acquire is exclusively opted-into from their end consumers. We’ve got a patent on an algorithm that looks into clickstream sources, strips out anything that is personally-identifiable information and then leaves us with that residual data.

Sramana Mitra: Whom do you license this kind of data from? Who has access to this kind of data?

Deren Baker: There’s a whole host of people who have access to this kind of data—from security companies to ISPs and mobile carriers. We are just in the >>>

Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 1)

Digital data is driving e-commerce in a huge way, and this will get more intense as we go along. This conversation explores trends, sources, and use cases of digital data.

Sramana Mitra: Let’s start by introducing our audience to yourself as well as to Jumpshot.

Deren Baker: I’m the CEO of Jumpshot. Jumpshot is a marketing analytics company that helps any company understand its customers’ entire online life. We do that through a panel of a hundred million users’ clickstream. We slice and dice that clickstream behavior to help our customers understand everything from the entire customer journey of a specific audience all the way down to helping them isolate customer segments who are about to take a specific behavior like buy a car or go on a vacation. >>>

Thought Leaders in E-Commerce: James Green, CEO of Magnetic (Part 4)

Sramana Mitra: What size are we talking in revenue terms?

James Green: The sweet spot for us is total online sales of $5 million to $100 million. There are a couple of people who are a bit bigger but mostly, they’re in that range.

Sramana Mitra: Switching gears, what are the emerging trends in e-commerce that you see as significant and what are the open problems in the context of those changes. >>>

Thought Leaders in E-Commerce: James Green, CEO of Magnetic (Part 3)

Sramana Mitra: In the context of that, answer my question on retargeting specifically. You did bring up retargeting as one of the areas that you have specialized expertise in. I’m curious about retargeting specifically.

James Green: Retargeting, initially, was just an end of the shopping cart. You chase them to say come back with a discount. That expanded to be much more sophisticated. There is a lot of data science that says, “You’ve exhibited this particular behavior on the website and so you don’t have to abandon the shopping cart or put anything in for us to figure out that these patterns mean that you are in market to buy something.”

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Thought Leaders in E-Commerce: James Green, CEO of Magnetic (Part 2)

James Green: Let’s take a company like Bluefly. They’re a large online retailer. They sell fashionable clothing. If someone visits their website, we can help them do site retargeting. We can go and say, “You exhibited this behavior in this website. Perhaps we should send you an email because that’s how you like to be communicated with. Perhaps we’ll send you an ad because you opted out of email.”

It could also be that when you visit that site, we’ll customize the site so that it will be relevant to the sorts of trousers, dresses, or whatever it is that you’re in market for. >>>

Thought Leaders in E-Commerce: James Green, CEO of Magnetic (Part 1)

James points out that in e-commerce and digital marketing, point solutions have become more effective than the broad suites from players like Adobe and Marketo. Read on and see if you agree!

Sramana Mitra: Let’s start by introducing our audience to yourself as well as to Magnetic.

James Green: I’m the CEO of Magnetic. Magnetic is a marketing and advertising technology company. The simplest way to think about us is we learn about what you’re looking for when you’re looking to buy something on the Internet through very large and distributed data networks. We help our customers communicate with you either by showing you advertisements or by customizing their web pages or by sending you emails. That’s what we do. >>>

Startup Idea: E-Commerce Focused on High-end Ceramics

As with other Vision India 2020 ideas, Gagori was also originally designed as a billion dollar project. It focused on using Japanese and Italian designers working with Indian potters and ceramicists to create high-end dinner sets, vases, platters, pots, etc. You can read it here.

Once again, there is a comparable opportunity with some of the same ideas, but without the need to scale at exponential pace. You could build a set of e-commerce businesses that specifically focus on high-end ceramics.
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