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The Right Way to Increase Customer Acquisition During the Holidays

Holiday Retargeting

Omni-channel retailers are using big data and predictive analytics to make decisions during the holiday season that will impact long-term growth. DataSong has enabled retailers to measure customer purchase behavior at a level of detail that is more actionable than ever before. A new set of metrics is evolving to understand and optimize programmatic marketing.  Strong performance marketers have always evaluated media based on the four building blocks to increased ROI: incremental revenue, Lifetime Value (LTV), percent of revenue from new customers, and repeat purchase rates.  Now that work is happening for every individual keyword, affiliate, and campaign level, retailers can target their marketing dollars toward long-term buyers rather than one-time purchasers.  

A Culinary Experience: DataSong's Analytics Meet & Eat


Following our tradition of intimate networking events, pairing great conversations with private culinary experiences, DataSong hosted our Analytics Meet & Eat at the Cookhouse earlier this evening. Our guests enjoyed an amazing meal prepared by Chef Andre Villahermosa, former sous chef for Ron Siegel at Michael Mina. He received his culinary training at the Dining Room at the Ritz Carlton in San Francisco, and staged at Noma in Copenhagen, a two Michelin-starred restaurant that has been named the best in the world four of the past five years by Restaurant magazine.  

"We know everything": An Interview with Tess Nesbitt Calvez, DataSong's Director of Analytics

Tess Nesbitt Calvez

What is big data?

Our clients, and retail clients in general, have terabytes of data accumulating at their fingertips. They’re tracking people at the cookie level, and they’re keeping track of every email they get and every banner that they’re served, every little move they make online, all day, every day. And they have millions of customers. So, it gets very big, very fast.

Williams-Sonoma's Pat Connolly Talks Marketing Effectiveness (Part 2)


On the first morning of our Marketing Effectiveness Summit, longtime Williams-Sonoma (WSI) executive Pat Connolly sat down with J.C. Penney Research Professor Kirthi Kalyanam, Ph.D., of Santa Clara University's Leavey School of Business, for a fireside chat. 

Bienvenu, INSEAD!

INSEAD   edited

Yesterday we had the pleasure of hosting more than 30 INSEAD MBA candidates at our San Francisco headquarters. The students were in town for their Building Businesses in Silicon Valley mini-elective about entrepreneurship. 

Williams-Sonoma's Pat Connolly Talks Marketing Effectiveness (Part 1)


Longtime Williams-Sonoma (WSI) executive Pat Connolly kicked off our Marketing Effectiveness Summit with a bang. We were honored to have him sit down with J.C. Penney Research Professor Kirthi Kalyanam, Ph.D., of Santa Clara University's Leavey School of Business, for a fireside chat on the first morning of the Summit. [Sidenote: As it turns out, the chat turned out to be Connolly's last public appearance as Williams-Sonoma's CMO, a position he had held since 2000. The 35-year WSI veteran was named Chief Strategy and Business Development Officer the very next day.]

Lifetime Value, Hyper-Long Tails, and the Importance of Bathroom Art


On the first morning of the Marketing Effectiveness Summit, Lesa Musatto,'s SVP of global marketing, discussed marketing for the long termspecifically, customer acquisition using lifetime value. The full presentation is below. Among the highlights:

Ogilvy's Social Media SVP: It's About Business Value, not Engagement


Irfan Kamal, Ogilvy & Mather's SVP of digital/social strategy for Social@Ogilvy, kicked off the second day of our Marketing Effectiveness Summit with a great presentation about how social media can be exploited more effectively by marketing leaders. "The people who tell you social is all about engagement—that's not true," Kamal said. "That's not the way we want to look at it. We look at social as being about business value. So it's about changing attitudes, it's about moving people on brand preference, it's about market share. That's what you should be focusing on."

Five-Course Dinner Caps Off 1st Day of Summit

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After a day of presentations, panel discussions, and breakout sessions, Summit attendees were treated to a delicious meal created specially for the event by Ravi Kapur, the founder and executive chef of Liholiho Yacht Club (LYC), a soon-to-open restaurant that has already won a devoted following in its pop-up form just two years after its debut. Before creating LYC, Kapur was the chef de cuisine at San Francisco's iconic Boulevard and the executive chef at Prospect, which was recently named one of "The 10 Restaurants that Changed San Francisco" by 7x7.

Some Highlights from Our First Summit

Pat and Kirthi

We were thrilled to welcome a number of our customers and vendor partners to San Francisco last week for the first annual DataSong Marketing Effectiveness Summit. Naturally, we documented the whole thing.

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