COMPANY PROFILE

EMETRY, INC.

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950 Randolph St.
Napa
CA, 94559
United States
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707-690-0711
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Paul Mabray

Market Leading Insights For Wine Brands

Emetry is the newest industry analytics platform delivering breakthrough data through our multiple partnerships, focused on generating high-impact outcomes.

Success now depends on being more informed than your competitors. Market intelligence, brand intelligence, and audience intelligence are not optional requirements for success but daily sources of insights for modern wine brands.

 

"Successful wineries 10 years from now will be those that adapted to a different consumer with different values." 

Source: Silicon Valley Bank Wine Report 2018

 

Emetry exists to deliver relevant, accurate and actionable consumer insights to the wine industry in one easy to use, constantly evolving platform.

 

  • The wine world has no idea what’s happening at the consumer level. They’re mired in sub-par samples, small studies, and misapplied generalizations. We exist to help wine brands understand and serve the actual humans in their market.
  • We exist to provide the wine industry an always-on data source of consumer behavior that powers actionable insights for those selling & marketing wine brands.
  • With Emetry’s comprehensive dataset and marketing leading data hygiene, it’s possible to pinpoint very specific opportunities for wine brands big and small. 
  • Data driven decision making is the only way forward. Get real time market intel on not only the health of your brand in the market but its relevance in the mind of your customers.

 

 

 

 

Meet Emetry's CEO Paul Mabray
Meet Emetry's CEO Paul Mabray
Paul Mabray has been a powerful change agent in the wine industry for over twenty years. He began his career working in traditional three-tier sales and marketing with Napa Ale Works and later innovating direct-to-consumer sales and marketing models with Niebaum Coppola. Since then, he has been at the forefront of all major digital trends for the wine industry, working with WineShopper.com and Wine.com when they entered the wine-digital space. He founded two companies that have significantly changed the US wine landscape for digital. First by introducing winery e-commerce with Inertia Beverage Group that transformed into WineDirect.com pioneering winery e-commerce and then again introducing social media and social customer relationship management with VinTank.com. He is considered the wine industry’s foremost futurist and thought leader, harnessing the power and potential of digital tools and methodologies to move the industry into the future.
Ken Burbary, Chief Strategy Officer
Ken Burbary, Chief Strategy Officer
Ken Burbary is a strategic digital marketing, data and analytics consultant for the most influential brands in the world. Ken provides guidance and business counsel to fortune 500 brands in the areas of digital strategy, digital marketing, marketing measurement, big data, analytics, emerging digital technologies, and digital business transformation. He is also a founding Digital Marketing Professor at Cornell University’s Digital Marketing Intensive program at Cornell Johnson Graduate School of Management. Prior to founding his own digital consultancy, Ken spent nearly 20 years in digital marketing & advertising industries where he is considered a nationally recognized expert on digital marketing analytics. Ken has held digital leadership positions such as Chief Digital Officer at Campbell Ewald, Director Digital Advisory Services at Ernst & Young, and VP, Strategy & Analysis at Digitas and has worked with some of the biggest names in marketing, including Goldman Sachs, American Express, Proctor & Gamble, Kraft, General Motors, Chevrolet, Delta Airlines, Walgreens, MillerCoors, Pfizer, the U.S. Navy and the U.S. Postal Service.
Monty Waldin interviews Paul Mabray
Monty Waldin talks to Paul Mabray at Emetry.io to discuss the digital futures of the wine industry.
Audience Analysis - Who Is Your Customer?


Who is My Customer?

For many wine brands, answering this seemingly simple question can be rather daunting. And for good reason, the data sources required to shed light on wine consumers are fragmented, in short supply, or when they are available can often be limited in data coverage, i.e. breadth or depth across markets, geographies, or certain groups of consumers. 


Adding to that, wine brands still need the resources to ingest multiple data sources, integrate them and finally analyze all the data to paint a holistic picture of a brand’s specific group of wine consumers. It’s challenging under the best of circumstances and feels overwhelming and impossible under the worst of circumstances.

However, it’s no longer an optional part of being a successful wine brand (or any brand, regardless of industry). We’re in the customer experience era, which means customer experience is critically central to the future of any brand. One of the key findings from Gartner’s most recent Customer Experience in Marketing (CX) Survey is that 81% of companies surveyed say they expect to be competing mostly or completely on the basis of CX within two years time. CX is the opportunity to be the new differentiator for brands. 


One of the first things any brand needs to do before identifying any CX changes or improvements is to understand the customer, what they want/need/expect. This begins with a standardized framework to help guide your consumer research and analysis. I call the framework an Audience Analysis, something developed in collaboration with my co-author while writing content for the book; Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.


What Is Audience Analysis?

Traditionally, audience analysis is the process that content creators use to determine the most important characteristics of the group(s) of people (their audience) they are trying to reach, in order to choose the best style, format, and level of appropriate information when preparing written content or speaking. Basically, it’s an approach to doing consumer research that will ensure that you are delivering value to your target audience.


When done to support marketing efforts, an Audience analysis involves several different research activities that reveal key information about what matters most to the audience you’re trying to reach, just like Google does. We’ve adopted this traditional concept because we believe there is so much potential for digital analytics to reveal audience insights and have made some adaptations to reflect the specific needs of profiling the modern day digital audience.


The term Audience itself can be used as an acronym for remembering this technique:

Analysis - Who is the audience?

Understanding - What is the audience’s knowledge and attitude toward the brand?

Demographics - What is the audience’s age, gender, education, location, and so on?

Interest - Why is the audience reading, sharing, and interacting with your brand content?

Environment - Where does the audience spend time online?

Needs - What are the audience needs associated with your brand, product, or service?

Customization - What personalization specific needs and/or interests attributes of the experience should the brand address in order to add value for the audience?

Expectations - What are both the stated and unstated expectations that the audience has for his/her interactions with your brand?


Many of these activities aren’t new to digital media; brands have been capturing some of these types of data and using them to target users for years in digital marketing and/or digital advertising programs. What’s new, and different, is the ability to go beyond basic demographic data and augment that data set with additional sources, by layering in psychographic, behavioral, and even user-interaction data based on social network activities.


Social networks like Facebook, Twitter and YouTube are a rich source of these data types. Facebook’s meteoric rise can largely be credited to the mountains of self-reported personal data its 2.2+ Billion users have provided to the company. Facebook may very well be the largest source in the world of consumer activity, interest, opinion, attitude, and values data, second only perhaps to Google’s goldmine of the global population’s searches that they only reveal to Google, and no one else.

The Audience analysis framework brings together several different types of digital analytics and research tools available to marketers that want to better understand their audiences and answer the question, ‘Who is my customer?’.


Audience Analysis For Wine Brands

Let’s dig into three examples of what it looks like when you begin to apply the Audience Analysis framework for wine brands. 


Demographics 

There are many ways to get the demographics of your audience. One of the first places you can look to is your own website. If you’re using a modern web analytics tool such as Google Analytics (there is no reason you shouldn’t be, it’s free after all), you can configure it to also capture and associate demographic data with website visitors and behaviors. 


This is incredibly powerful because it gives you the ability to segment visitor activity based on several demographic criteria; Gender, Age Range and Geography. With Google Analytics, it looks like this:

Understanding

We can use a different data source to address the ‘Understanding’ piece of the Audience Analysis framework. Remember, here we’re trying to learn what the audience’s knowledge and attitudes toward the brand are. In this example, we’ll use behavioral data combined with qualitative data provided directly by wine consumers on the world’s best wine scanning app, Delectable. Through our partnership with Delectable, we can begin to piece together the understanding for how a wine brand’s audience sees that brand, what they think of that brand (ratings and reviews), and where they feel that brand sits amongst the crowded and competitive landscape of all wine brands.

When a consumer scans a wine label to learn about that brand & product, they usually scan other competitor brands close to it. For example, in the chart below we can see the ‘competitive set’, as consumers do by looking at all of the wine label scans for ‘Robert Mondavi’ Chardonnay and then ranking the volume of scans of competitive labels that occurred within the same scanning occasion (time period).

This is incredibly valuable because it gives the brand, in this case, Robert Mondavi, a view into how consumers see the market. This can vary, dramatically, from how the brand themselves see the market & competition. By developing an understanding of the consumer perspective, it gives wine brands an opportunity to align with their target audience. This positively benefits marketing, advertising, social media, content creation efforts, and distribution strategies. 


Interest

Identifying the content consumption trends for your audience is critical. What are they choosing to spend their time and attention on? We can use many tools to analyze content engagement and understand the topics, trends, and sources of content that our audiences are engaging with, and without. One such tool that I highly recommend is Currents, from the people at Parse.ly


Currents is essentially a real-time look at content engagement by topic. The example below shows a comparison between content engagement on the topics of Chardonnay compared to Sauvignon Blanc.

As you can see there are noticeable differences between the two varietals when it comes to content engagement.  Differences in:

- how people find content by topic (social media plays a bigger role for Chardonnay)

- Referral traffic from websites (Ex. Huffington Post is driving significant engagement for Sauvignon Blanc but none for Chardonnay)

- Search engines are used much more heavily by consumers engaging with Chardonnay content (32% versus 6%)

These are just a few examples, but as you go through the entire framework, you can gain a robust understanding of your audience and use that to inform the strategy, planning and execution of your marketing, advertising, and content experiences. Differentiating and relevant CX is the path to success for wine brands!


News Archive


Emetry’s Approach to Early Customers: Pricing Rewards Transparency
27 November, 2018

By Paul Mabray


Rewarding Early Customers

Early customers of a startup software-as-a-service (SaaS) have incredible importance. Together, we grow throughout a journey of trial and error, risk and reward. It’s unlike any other customer experience.

My years as a software CEO have included studying how most software companies work with these unique customers. Often, they’ll offer early pricing perks to Alpha and Beta customers for a limited period of time. But later, once the product reaches maturity, early customer costs are increased on parity with new customers. 

I fundamentally believe in a different philosophy. Why wouldn’t we remove temporary limitations rewards for early customers and extend the rewards throughout the full customer lifecycle? I believe it to be a foundational piece of how to approach business. 

 

Sharing Risks & Outcomes

As a company adds product features, deepens R&D investments, and adds to the team supporting a growing business, it’s a natural evolution for prices to increase. The same gates exist with development phases of a startup SaaS. Later on, as the company matures and the software becomes more robust, these development pricing phases slow and regular pricing is set. 

However, in those early pricing stages and acquiring the first customers, it is these people and companies who are taking a risk with you. Recognizing and rewarding these early customers by locking in and grandfathering price points throughout the perpetual lifetime of their license is the right thing to do. Why not reward these early customers for the shared risks they decided to take on? Further, providing they sign up all their brands or products during that phase, each brand is eligible to take advantage of it. 

Now, if customers leave and come back, they lose out on grandfathered price points; and, if they add new brands, they don’t get the price point on that piece. We should commit to others in the same way we have been committed to.

A startup software company will go through wave after wave of this as they work towards product maturity. Through this evolution, this step-by-step metamorphosis that is a startup, it's key to reward customers who commit helping a company learn and grow.

Emetry’s Current & Future Pricing Phases – Rewarding those growing with us

Now it’s time to reward those who grew with us along the way. So, barring any unforeseen inflation prices, we will maintain, demonstrate and return customer trust in us through pricing and transparency.

Our alpha pricing phase has ended with our first public launch. (Check it out: Blastoff! Emetry’s First Major Launch & What’s Ahead) Pricing was extremely low as we worked through standing up features customized specifically to what our research (and early customers!) reported was critical to increasing winery profit. Of course, any additional brands brought in later will be joining at that price point in time. But, the bottom line is that these customers will be locked in at that price point as a thank you for joining us in the very beginning.

We have now entered into our second pricing phase. Of course, it’s just the next phase on the pathway -- priced competitively at $1,500 a month. Granted, this phase is short. In fact, just 2.5 months. But anyone who signs in the $1,500 phase will lock in that price for the lifetime of their relationship with us.

As you may have read in our last blog post, we're adding a huge set of features in January, including DtC software. This addition will launch us into our third software pricing phase, $2,500 a month.

Our service will always be high, regardless of when you sign up. However, we will continuously reward those who join our growth. It's our way of saying thank you for being a customer – and we want to have you as a customer for a long time. Thanks for taking the journey with us.

As always, you can grab a small sample with just a quick email to hi@emetry.io. We’d love to create a quick brand report as a sampling of the work we’re doing during this phase and talk about growth ahead.


Blastoff! Emetry’s First Major Launch & What’s Ahead
20 November, 2018

By Paul Mabray


November 15, 2018 - Emetry launched its first major version of Consumer Insights Software powered by Delectable today!


This incredible journey is the culmination of data exploration and research centered around enabling the wine markets exact understanding of its consumers and audiences. Alpha Partners are geared up and excited to test the platform and provide feedback on the most impactful features for the Beta ahead. This is the first stage of a longer-term software evolution. We will use what we learn to focus insights on making a material impact to our clients’ businesses. The software is simple: Give wineries best-in-class insights on their products by market. To that end, for the next few months Alpha Partner brand owners can now adjust their view with two key dials: market and time. Today, that means lighting up markets that are over or underperforming.

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Here’s another example: 


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Get What You Need

The Market and Time dials tune in to the exact insights our clients and future clients are eager for:

  • Brand competitor affinity ranked by consumer scans, ratings, and reviews
  • Product performance
  • Scans, ratings, reviews, quantitative and qualitative results
  • Share of voice
  • Share of market
  • Performance against market determined peer set (and soon market performance against aspirational set)
  • Brand reputation in near real-time, including trending and competitor comparisons


Read More



Emetry and Delectable Announce New Partnership to Bring Greater Consumer Insights to Wine Brands
25 September, 2018

NAPA, CALIFORNIA, SEPTEMBER 2018 - The Emetry team is excited to announce their first anchor data partnership, which is with Delectable, the leading social focused wine app that specializes in enabling consumers to rate, review and share their beverage experiences. The new partnership is aimed at driving improved business intelligence and consumer insights for enterprise wine brands.

The rise in consumer adoption of mobile wine apps presents brand owners with the possibilities of accessing new and massive volumes of relevant data. This “big data” has major implications to inform wine brands about shopping behaviors, competitive landscape, consumer reputation and brand health. By partnering with Delectable, Emetry will collect, integrate and analyze non-personal data to produce a SaaS analytics dashboard to give brands key insights.

Emetry CEO Paul Mabray says, “As we looked at the landscape of wine data, no other platform has as relevant and meaningful data for wineries as Delectable. Under the leadership of Antonio Galloni and Vinous they are creating a powerful community of engaged wine consumers. By analyzing the data, we can help wineries of all sizes make better data-driven decisions for their brands. The wine world has never before seen consumer data like this.”

The collaboration between these two platforms will allow wine brands to gain insight that arises from non-personal information being made available by Delectable, and enriched by additional layers of intelligence from Emetry’s data about wine shoppers and consumer behaviors.

“Providing wine consumers with the information they want, when they want it, and how they want to see it is a cornerstone of our approach at Vinous,” says Antonio Galloni, Vinous and Delectable CEO. “Now, by making non-personal data from Delectable available to Emetry, we are continuing that theme by helping to provide insight to wineries, so they can ultimately better serve the consumer.”

ABOUT EMETRY: Emetry is a new wine consumer insights solution that aggregates supply, demand, and consumption data and delivers them in real time, so wine brands can optimize their marketing spend.

ABOUT DELECTABLE: Known to many as the “Instagram of wine,” the Delectable app has been downloaded over a million times and has a strong following among wine savvy millennials, experienced collectors and industry professionals. Delectable allows users to scan a wine label with their smartphones and immediately pull up reviews and tasting notes from a rich community of fellow wine lovers, as well as Vinous’ team of critics. Delectable became part of leading wine critic’s Antonio Galloni’s Vinous platform in December 2016.

If you’d like more information, please email us at erica@emetry.io

 

"Alpha Partners will be ahead of wine's new reality"

 

Become an early customer at a nominal fee per brand per month, and join our list of Alpha partners:

 

Wente Vineyards

Duckhorn Vineyards

O'Neill Vintners & Distillers

Massican

JaM Cellars

Cornerstone Cellars

 

Check out the Product tab for more information on the Alpha customer benefits or email us at hi@emetry.io

Title Name Email Phone
CEO Paul Mabray paul@emetry.io
CSO Ken Burbary ken@emetry.io
Director of Marketing Erica Gomez erica@emetry.io
Alpha Partnership
We’re looking for partners. Forward thinking brands that want to be ahead of change rather than chasing it. We will work together in a collaborative effort with our Alpha Partners to build the ...