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TellApart Empowers Retailers By Transforming the Analysis Of Ads and Customer Data


Concept:
Every day retailers collect behavioral and transactional data on web site visitors and shoppers. TellApart offers retailers the ability to merge that information in a cloud-based store to create a granular, scalable system for customer segmentation. TellApart’s solution offers marketing applications, such as Transactional Retargeting, designed to help retailers drive substantial incremental revenue.

Team: Headquartered in Burlingame, California, TellApart’s team has roots in online retail and engineering from finance and software companies including Google, Yahoo and LinkedIn. TellApart’s data platform concept came to co-founders Josh McFarland and Mark Ayzenshtat while working at Google. It was further refined at Greylock Partners, where they both spent time as Entrepreneurs-In-Residence. As a Product Manager/Engineering duo at Google, they worked closely on the DoubleClick Acquisition and were the minds behind the AdWords API.

TellApart is backed by Greylock Partners, a top venture capital firm that has funded companies including Facebook, LinkedIn, Pandora and Zipcar. Alongside Greylock, Twitter CEO Dick Costolo, Ron Conway, and LinkedIn Founder and Chairman Reid Hoffman also are company investors.

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Market Relevance: TellApart operates with the belief that an e-commerce company’s knowledge of its own customers has the potential to dramatically improve ROI across all online marketing applications. One of the key applications on this platform is Transactional Retargeting. With retargeting, TellApart harvests display ads designed to provide greater value for shoppers.

Based on data from its retail clients, TellApart saw that many top online retailers had overall poor experiences with their display ad retargeting efforts, due to what the company calls Retargeting 1.0 — old technology, inefficient vendor business models and sub-optimal creative formats.

With a solution designed to leverage customer data in a new way and a revamped display ads infrastructure, TellApart’s product and business model is focused on delivering ‘Retargeting 2.0.’

Delivery: Retailers place TellApart’s JavaScript within their e-commerce site, which replicates and merges predictive actions and transactional data, powered by Amazon’s cloud. Retailers are then empowered with trained models that can correctly predict customer value with enhanced accuracy. The solution is designed to change the way e-commerce data is stored, managed and utilized to unlock incremental revenue for retailers. TellApart retail customers pay a percentage of revenue resulting from conversions that come after a click on TellApart-served display advertisements.

Proof Points: TellApart’s prominent e-tail clients include eBags, Diapers.com, CSN Stores, and Hayneedle. Hayneedle reported a 20% increase in average order value (AOV) and a 24% lift in conversion rates since using TellApart’s solution. The company ultimately saw a 5% increase in revenue on a pay-for-performance basis.

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