With the increased speed to delivery and access to customer insights, what are you spending the extra time on?
Curiosity — I now have time to be curious about things that I was unable to explore previously. Not only that, I’m able to feed that curiosity and actually have the resources now to look things up. I can ask more questions, and dive into anything I want to learn more about.
What’s the coolest thing you’ve been able to do with Amperity data?
Now, we have a holistic view of our guests that we can tie to our web analytics and marketing platforms in order to uncover really cool insights. One of the cooler things we’ve done is partner with a data analysis firm to develop unique machine learning, lifetime value, propensity, and churn models that are being used across several of our marketing channels.
Do you have any campaign examples that have been particularly successful because you had access to your customer data from Amperity?
Over the years we’ve done a lot of testing on custom audiences compared to third-party audiences. In almost all of these tests, custom audiences and lookalikes outperformed. During a recent promotion we ran, our Custom Lookalike segment using insights found within Amperity outperformed the third-party in Market audience, and resulted in a 16% lower cost per acquisition. Even better, the custom audience that we targeted had a 43% lower cost per acquisition too. In almost all cases, using first-party data outperforms what we see from other third-party sources.
What is your favorite feature or capability in Amperity and what do you use it for?
The Visual Query Editor. I’m often asked questions like, “How many people are in X, Y, Z group?” Rather than writing the query in SQL from scratch, nine times out of ten I’m able to build a Visual Query in just seconds.
It makes it much easier to run market research and get to know our customers. I can also easily identify insights to help define audiences and determine which ad platforms we should target based on information such as where customers are located geographically.
What sort of things are you doing with the segments you are running?
We use segments in a number of different ways ranging from market research, managing email segments and marketing analytics, and generating Custom Audiences for use across popular ad networks.
We’re currently working with agencies right now on a project to boost our presence on TikTok. We’ve identified that it’s a growing market opportunity for us so we're using first-party data to identify which segments we should be targeting, eg. Alaska loyalists to build up our brand presence on the platform.
Tell us about a hobby or something you like to do outside of work.
In my spare time you’ll either find me out on the golf course, fishing around western Washington, or rock climbing at Seattle Bouldering Project. My golf goal for the summer is to break 80 — wish me luck… I’ll need it!