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950 Randolph St.
CA, 94559
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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 and 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 pioneering winery e-commerce and then again introducing social media and social customer relationship management with 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.
Monty Waldin interviews Paul Mabray
Monty Waldin talks to Paul Mabray at to discuss the digital futures of the wine industry.

News Archive

Emetry Has Developed a Model to Predict Wine Club Cancellations
27 July, 2020

NAPA, CALIFORNIA, JULY 2020: Emetry, an analytics software platform for the wine industry, just announced the launch of its predictive wine club attrition model. This is the latest addition to their growing feature set for DTC and wholesale business insights.


The club attrition model is one of the first predictive algorithms to proactively calculate a club member’s inclination to cancel their wine club. Armed with this insight, wineries can actively intercede, strengthen relationships, and increase member tenure.


Building an algorithm that analyzes enough factors to predict wine club member behavior is no easy feat. A lot of variables play a role in indicating if/when a member will cancel. Emetry combined several predictive models to build the algorithm capable of responding accurately to each factor.


Rather than developing a model based on a general population of wineries, Emetry’s algorithm adapts to each individual winery. The results are based on the individual winery’s data and return predictions custom to their brand. The complex model calculates a rich profile capable of predicting cancellations and measuring the attrition probability for every wine club member. The model was put through months of iterative testing to tweak the formula. Today, it can predict wine club cancellations with 90% accuracy.

“Discovering the patterns to predict wine club churn was one of our team’s most challenging exercises. But the value of retention is greater than ever, and our new wine club attrition model is a best-in-class solution for the wine industry. Our tool is not just meant to be informative, but devised to power marketing automation tools (SMS, email, print) and help wineries of all sizes scale their retention efforts,” says Emetry CEO, Paul Mabray.

Wine club attrition has either been a reactive exercise or a shot in the dark based loosely on average wine club tenure. With the new wine club attrition feature, wineries can take a targeted, proactive approach to retain members for the first time.


In addition to predicting members that will cancel in the next month, the model also measures member endangerment on a sliding scale. Being able to see the members drifting into the danger zone opens up a whole new range of interaction opportunities for wine brands using Emetry’s software.


With a whole new set of predictive member insights at their fingertips, forward-thinking wine brands are using the data to build comprehensive member retention strategies. They are strengthening member bonds and enacting incredible experiences before members reach a critical stage.

To learn more about our new wine club attrition model or the analytics software offered by Emetry, please visit or email


Emetry is a consumer data and analytics software platform for wine brands. They aggregate data from a range of digital sources to construct meaningful understanding to uncover answers and build consumer relationships, drive direct-to-consumer sales, and advance distribution growth.

Nail It and Scale It - How to Experiment and Automate Success
08 July, 2020

We talk about all kinds of data principles to help you sell more wine. Experimental design, A/B testing, audience segmentation, multivariate testing, conversion rate optimization, and efficiency equation are all methodologies we share with our partner wineries who use data and analytics to improve their sales and marketing results. These all sound complicated, challenging, or at a minimum, just more work. But they are meant to be quite the opposite.

Our industry is fortunate to have such high oenotourism. As a result, we have not leaned into digital tools to increase sales or retention. We’ve rarely used SMS tools, site pop-ups, data triggered events, programmatic segmentation, data-driven customer journeys, or automated omnichannel messaging. And when we have, they’ve often been campaign focused rather than a long-term part of our marketing communications strategy. Our muscle memory for these tools is nascent and underdeveloped.


Developing these skills comes through fail forward efforts of experimentation. It’s not a one-time exercise. It’s a continual pillar of excellence and culture of trying new things and putting them through a rigorous testing cycle to understand what works and what doesn’t per brand and even per customer cohort within a brand. While it may feel like more work upfront, the exercise of “nail it and then scale it” is really an initiative to save time and scale forward. Because, when you find that messaging in combination with the delivery channel that performs best, you slot it into your customer journey and the data should combine with the marketing automation software so you can “set it and forget it.” This is where the magic happens.



Goal: Leverage AOV to increase total revenue
Customer Segment: Consistent Buyers (your above-average customers)
Action: Send an email offer with shipping included on orders of $350+ (assuming the calculated AOV is $295)
Platform: Email Service Provider


Goal: Build relationships with your most valuable customers who are not wine club members.
Customer Segment: Top Performer, Never Members (your top 2% of customers and who have never been wine club members)
Action: Reach out based on the customer’s last order channel.

POS: Craft a limited time (and exclusive) tasting experience
Web: Send them an email for a curated bundle of library wines or wines that are not normally available
Inbound/Admin/Phone Call: Identify the sales associate who helped them last, and have that person do a follow-up call


Goal: Re-engage declining customers
Customer Segment: Declining Consistent Buyers (your above-average customers who are showing signs of decline)
Action: Send a handwritten thank you.
Platform: Handwritten (handwritten notes at scale)


Once you have found a successful recipe, automate it. Zapier connects thousands of apps so you can automate workflows, so they work for you behind the scenes. What did you try? What was successful? What wasn’t?

Let us know what message, audience, and test resulted in success for you!

Commerce7 and Emetry Partner to Bring Better Customer Understanding to Wine
21 May, 2020

NAPA, CALIFORNIA, MAY 2020: Emetry is excited to announce their collaboration with Commerce7, a commerce system for the alcohol industry. Together, Commerce7 and Emetry, a data analytics software solution, are unveiling deeper customer understanding so wine brands can be smarter and take action faster.  

Fragmented data has been an ongoing challenge for the wine industry. Customer data is often split between systems, skewed from years of accumulated data debt, or difficult to impossible to access en masse for meaningful ongoing analysis and data-driven decisions. The partnership between Emetry and Commerce7 closes this gap and provides wine brands with answers and automation capabilities to create incredible customer experiences.  

“At Commerce7 we are excited about this partnership. I think it’s great how Emetry can consume Commerce7 data, run it through their proprietary algorithms, find important insights, and then push those insights back into our customer record, so a wineries frontline staff can view it. Knowing the “dødsing” point, and the automated emails around it will assist wineries in retaining customers. I’m really excited about some of the other insights that are being worked on.” – Andrew Kamphuis, President of Commerce7.

The two companies’ securely exchange data via robust two-way APIs. Emetry pulls data, real-time, from Commerce7’s system, analyzes it, and segments customers into actionable groups (Top Performers, Consistent Buyers, Casual Buyers, and Spectators) based on customer behavior. The customer segment is pushed back to Commerce7, enabling wineries to group and target customers with cohesive communication and experiences.

In addition to the powerful segmentation features, Emetry and Commerce7 are announcing marketing automation around the Dødsing Point, focused on increasing customer retention. The Dødsing Point is the pivotal point within a segment where nurturing the customer relationship will increase retention. When customers approach this influential point, Emetry triggers a message to Commerce7, and they fire an automated email to strengthen the customer-winery relationship. Pre-formatted email templates, tailored to each segment, are ready to go within the Commerce7 system written by one of the world’s most thoughtful wine-biz writers who also works in marketing automation. The templates are fully customizable, so wineries can tailor the message and let it work behind the scenes.

“In these times we need companies that don’t just integrate software but collaborate on solutions. Andrew and Commerce7 partnered with us to build a solution to help wineries retain more customers and sell more wine. This should be the model we all aspire to implement for the betterment of the industry.” – Paul Mabray, CEO of Emetry

This is just the beginning of a budding relationship between Emetry and Commerce7. Both companies are dedicated to empowering wineries to enhance customer experiences. Their collaboration brings the industry another step closer to the ultimate goal of helping wine brands succeed.

ABOUT EMETRY: Emetry is a consumer data and analytics software platform for wine brands. They aggregate data from a range of digital sources to construct meaningful understanding and uncover answers to build consumer relationships, drive direct-to-consumer sales, and advance distribution growth. 

ABOUT COMMERCE7: Commerce7 is a DTC platform focused on providing customer-centric commerce solutions to the wine industry. Innovative features such as being 100% API based, their personalization engine, and modern e-commerce and club solutions have made it the platform of choice for wineries looking for a modern solution.

If you’d like more information, please email

Your Location Data Can Help You Lift Sales
13 May, 2020


As a company, we imagine and develop software to perform critical functions to help our customers succeed. However, who could have possibly imagined a global pandemic on the bingo card? But pressure creates diamonds. Wine brands have been forced to adapt and find new ways to reach their customers.

Before COVID-19, more and more wineries were traveling into markets to host events and more. Understanding customer location is critical: for example, hosting an experience that is an hour’s drive from the majority of customers is likely going to be unsuccessful. In the current climate, using location-based planning and segmentation is still vitally important.


With tasting rooms closed, brands have adopted curbside pickup, embraced virtual tastings, and adjusted the responsibilities of tasting rooms staff to make the most of this unprecedented time. Most recently, we’ve seen wineries flexing their creativity muscle and unlocking their location data to solicit local orders and plan delivery routes to the customer’s door.

Wine delivery is a simple but effective use case for your customer location data and efficiently deploying tasting room staff. Hat tip to Jeff Stai from Twisted Oak and three others for leading the way with this use case.


As long as you have accurately collected state or zip code data, there are ways to mine customer location manually. However, the challenge is that all of your work results in a static list. Did you know there are roughly 41,000 zip codes across the US? Determining which zip codes your customers reside in can be like finding a needle in a haystack. If this fits your time and resource bandwidth, that’s awesome, if not, it may be worth investing in a tool to help you leverage your customer location data.


Being able to continually visualize your customer data through a geographic lens enables you to quickly and easily see the density of consumers or revenue. Filtering to view customers by order recency, value segment (Top Performer, Consistent Buyer, etc), club level, and more enables location-based marketing strategies and a deeper understanding of your consumers. Today, connecting with your customers in new ways is more critical than ever.


We also believe there is a critical interdependence and synergy between DTC and wholesale sales. As tools evolve and location data is mapped across DTC and wholesale exciting new uses and insights will be uncovered that will forever change the way wine brands can leverage their data.

Deploying Staff When Your Tasting Room Is Closed
07 April, 2020


We have heard from many wineries and clients looking for ways to deploy their staff during these uncertain times. Some of the activities are not immediately revenue-generating but will create value for your organization through richer customer engagement, content creation, and improved processes.


Be Genuine and Human

Being human today means more than ever. It’s important to understand that people’s state of mind may now include high levels of fear, anxiety, and possibly depression. Be empathetic, patient, and willing to offer a helping hand or a shoulder to cry on.

Be Mindful and Strategic

Everyone is in the same boat, be mindful of the emails you send and programs offered. When brands are all offering the same thing the offer loses its efficacy. Rethink your hold policies, re-direct shipping costs and mass emails.

Play the Long Game

Build long term processes over short term fixes (e.g. not just writing cards to customers but how do you build/use this to learn and, if successful, part of a continual process for customer success). The foundation you build today will pay dividends in the Fall for the peak wine selling season.


Don’t be afraid to experiment and fail. Use a learning cycle and find the way. Currently, no one has a perfect answer and yesterday’s answers are obsolete.


Customer Engagement

  • Check-in, Write cards to customers, thank you, how are you? (great example)
  • Webinar tastings for small, intimate customers groups (Zoom et al)
  • Engage with people on social media and share what your experience (Reka set a wonderful example)
  • Get interactive with live video, polling, questions etc.
  • Create Facebook groups for customers in specific markets (e.g. San Diego Wine Lovers)
  • Host online classes with the unique interests of your staff on the grounds. (Do you have someone on-staff that could lead a yoga, meditation or wine class via social every Tuesday from the winery? Or a drawing/painting class? Or a knit/crochet class? How about a book club? Virtual food pairing class? ) Could you partner with other businesses in the area for publicity?
  • Create and play wine bingo as a community with image posting or just for an individual. Make the center free square a discount or offer for anyone who plays and gets bingo
  • Send adult or child coloring books/crayons to top members/purchasers

Wholesale Engagement

  • Write cards/emails to restaurants/retail customers
  • Reach out to somms to check in with them, get their info to keep in touch, etc.

Content Creation

  • Create social media content (images, stories, etc), and organize repositories of evergreen social media posts.
  • Stock up on blog posts/articles for a “rainy day”. Most wineries say they lack time to write content for their blogs and newsletters. Now’s a great time to draft future posts and develop your post-COVID editorial calendar.
  • Build content on the oral history of your winery and even pre-winery life of the owners and winemakers (UCLA has a good guide)
  • Virtual tour of the vineyard on social media (mini-vacation/escape). Consider a series of Instagram stories that you might roll out as serialized content.
  • Create simple pantry recipes and pairings.
  • How to’s or Pinterest board for cork crafts, wine bottle projects etc.
  • Set up a live stream in the vineyard or barrel room that guests can drop in on
  • Create/share zoom virtual backgrounds of iconic locations on your property

House Keeping

  • Clean dirty data (incomplete addresses, miss-typed emails, consistently format phone numbers, consolidate @noemail customers, remove “&”, make sure data is in the correct fields in your system)
  • Match social media account to customers
  • Review customer journeys. Build processes for customers around life stages and milestones (rising, stable, falling or account tenure, numbers of orders placed)
  • Audit your social media accounts and articles.
  • Update website and automated or system-generated emails.
  • Create/refine audience segments for more precise targeting and email journeys.
  • Collaborative meetings on increasing customer engagement (Great example)
  • Team training, system and process training or cross-training, email marketing, social media marketing, telemarketing, video creation, data analysis, wine skills (Napa Wine Academy), VingDirect classes (
  • Upskill the creative side: Whether it’s improving your photography, learning to use a drone, or embracing a bit of creative writing, now is a great time for the team to try their hand at new fun skills that will make life a little easier when things return to normal.
  • Create welcome tracks for new customers
  • Document, document, document. From processes to manuals to style guides, get it out of your head and into documents that help you scale and adapt.
  • Collaborative meetings on how to better engage with customers (

Community Contribution

  • Where legal, consider donating wine to first responders and healthcare workers or offering an extra discount
  • Partner with local restaurants creating meal kits for home cooking to do a wine pairing combo
  • Engage members/top purchasers in an effort to help: sponsor meals, donate funds to aid
  • Promotional help: purchase of X brand/bottle, with X% proceeds going to aid

Read full Blog Here

GIGO, Dealing with Dirty Data
07 April, 2020


“Garbage in, garbage out” is a term I learned shortly after joining Emetry. Although I did not have a catchy phrase for it before joining, I understood first hand the challenges of working with, trying to extrapolate insights from, and cleaning dirty data. The problem is you need rich data to know how to move forward and iterate over time.


There are many reasons why dirty data exists. Poor data collection, system migrations, and incompatible tech stacks are a few of the worst offenders. There are tools in many winery commerce systems to dedupe customers but many times, there is not enough time or attention given to the problem to make a difference.


The problem with ignoring dirty data and not solving the root problems with how it gets into your system is that it compiles over time. Most wineries have years and years of customer history with system changes and new employees. Employees who have been around a while know what to look for. They can work around the dirty data challenges by filtering spreadsheets and creating random member types that exclude or include customer groups. The problem is when these employees leave, their knowledge of the database and what skeletons are in the closet often leave with them.


Dirty data is detrimental to your business. It skews metrics making it more likely for companies to measure things that don’t matter. I believe this is also why so many spray and pray email models exist.


There are so many wonderfully smart marketers out there, but this hasn’t changed the fact that aside from basic segmentation (think wine club, purchased Zin before, etc.), we primarily rely on mass emails. The problem is, over time, customers are continuously bombarded with content that is not relevant to them or where they are in their journey with your brand. This leads to a deterioration of brand interest. Engagement does not always mean more emails, however, if you build relationships with timely and relevant touchpoints you are far more likely to keep that customer on a journey with your brand. To send better content and build up relationships, you need clean data.


Your data fidelity also affects the effectiveness of any third-party systems you use. This is where the garbage in garbage out applies. Flawed data coming into any system will produce erroneous results regardless of the quality of the analytics. For example, if your tasting room data is not flowing back into your database, you have no way of knowing when that same customer purchases via your website, or that they started their journey with your brand at your cellar door.

Or consider the use of the generic TR Customer. This is the placeholder customer that many wineries use to capture tasting room sales, especially during peak traffic periods. Unfortunately, this type of customer not only prevents you from following a consumer through their journey and re-engaging them, but it can also skew analysis around customer lifetime value, market opportunities, and segmentation.

Not investing in things like data hygiene, new skills and customer understanding continually creates data debt that causes challenges in the future. The longer your wait the harder it will be to clean the data because the volume of debt will be too large.


Depending on what system you are on, cleaning your database can be quite the undertaking. Start slow, determine your most significant pain points, and pick a place to start.


  1. Incomplete data: Key fields are empty, like address information, birthdate, or email. Without this information, you cannot segment your sales and marketing based on age, location, or even contact them.
  2. Duplicate data: Most wineries deal with duplicate customer records, and while there are tools to dedupe, these duplicates inflate your database and make it impossible to track a customer’s sales accurately.
  3. Incorrect data: Incorrect data occurs when field values are created outside of the valid range of values. For example, the value in the state code has California vs. CA, or an email is entered in the address field.
  4. Inaccurate data: Similar to incorrect data, inaccurate data is technically correct but wrong. The best example here is birthdate. 1/01/1900 anyone? Typos in addresses also fall into this category. Small errors in an address can cause wine to be delivered to the wrong address.
  5. Poorly Documented Processes: Undocumented member types, products that are set up and missing vital information like varietal, packaging size, etc. and new account creation for anonymous customers (as a marketer, this one hurts my heart)
  6. Inconsistent data: Data redundancy spread across systems. For example, most wineries have customer information in multiple systems, and the data is often not kept in sync.

Some of these are fixable internally with time and a little spreadsheet handiwork. Depending on what you’re working with, you might consider appending your data with a profile stitching company. If you are just looking for the basics (name, address, birth date, etc.), it’s pretty affordable. If you decide to go this route, keep in mind that not all stitching companies are equal. Be sure to ask about their match rates and how they source their data.


Once you have started a data cleanse project, don’t undo all of your hard work by letting dirty data wiggle its way back in. Collecting clean data at the point of sale is likely going be a challenge but this post is a great place to start. Take the time to make all your systems get along with each other. In an ideal world, everything will be connected, Google Analytics, Commerce, Email, Point of Sale, Social…I could keep going. Realistically, at a minimum, your point of sale, e-commerce, and wine club systems should all integrate flawlessly. From there, email. You will save yourself time, energy and gray hairs not continually importing and exporting every time you want to send an email (another reason spray and pray occurs).


Having your email system integrated also enables timely automation emails beyond “Yay, Your Order Shipped”. Just imagine a world where your wine club member receives a shipment, and two weeks later, they are greeted with an email survey asking how it was. Based on their response, you can invite them to reorder in 3-4 weeks or someone on your team can reach out personally. This is just the beginning. There is a vast world of possibilities out there when we take steps to clean our data and leverage the right systems and software for our businesses.

18 March, 2020


We live in strange times. Over the last decade, we’ve experienced earthquakes, multiple giant fires, and now a pandemic. Our industry has been blessed with a tremendous boon of oenotourism for decades but these events coupled with other challenges are redefining the success of the tasting room model (if you’re curious you can read my 2019 speech and video of my Wine2Wine performance for Future-Proofing wine at the bottom of this post).


Our fortune has actually made us a bit jaded to understanding the gift of wine tourism. In reality, if we built the model from scratch in another region we’d look at it and decide that it’s a flawed model from the start. As Rob McMillan and I joke, the current tasting room model is like having a car dealership with cars you can only experience by flying to the plant, then flying home to order it and have it shipped to you. While we can admire the magnetic attraction of a tourism destination like Napa, Sonoma, Paso Robles, etc. we should probably look at the economic friction to get a customer outside of 90 miles to visit the winery.


Here’s the crude economics from six major cities 90 miles outside three major CA wine regions for a weekend trip:

And when you extend that stay to a week . . .

Read the Full Article Here:

Are You Measuring What Matters?
10 March, 2020


Our last several blog posts focused on layering in complexity when using data-born insights to drive campaigns and interventions. We’ve made arguments on starting with basic segmentation, weaving in dynamic segmentation, and how to experiment with micro customer journeys. These posts focus on using data to drive customer intent and shape the story you want told by influencing behavioral patterns. But what happens when we focus on the wrong parts of our data?


I think data is one of the areas where the phrase “Can’t see the forest for the trees” rings particularly true. Data users can focus so heavily on a single (or group of) descriptive statistics that they miss out on a vast array of opportunities. Here are some common traps the wine industry may run into when building a data-minded culture.


You have probably heard the phrase vanity metrics. This term is usually applied to data points that appear impressive but offer little actionable insight. So why are they so appealing? Well, they tend to be easy to measure and generally show positive growth. There is something intrinsically rewarding about watching these data points increase over time, and it feels like a win to be able to compare the endpoint numbers to the starting point. However, this leads to a false sense of success and can trap your team into focusing on the wrong goals. This type of data is not all bad, it has its place. It is a great way to support messaging when context is interwoven with the metric, but should not be the sole focus of data analysis.

Click Here to Continue Reading...

Identifying and Activating Intervention Strategies within DTC
17 February, 2020

Forget the Marketing Funnel

The traditional idea of the customer journey is focused on the concept of the customer funnel. Driving a customer from awareness and interest down into a purchase – then rinse and repeat to increase brand loyalty and repeat purchases. However, in reality, the customer journey is more complex and variable. In today’s digital-driven mindset, it’s defined - and consistently and constantly redefined - by consumer intent.

Allan Thygesen, Google’s President of the Americas, reported on this shift in October 2018, commenting that predicting consumer intent and using real-time behaviors to segment customers is critical in impacting consumer decisions. Additionally, this article reported on a study that found preference [for a brand] is harder to achieve than satisfaction [with the brand]. Meaning, you can have a consumer who is completely satisfied with the brand and may still leave the brand due to low engagement or interest in competitors.

The broadening and narrowing of the consumer’s intent and consideration means that brands need to shift their thinking away from the funnel and understand the customer journey as more than the sum of touchpoints. This means brands need to be more surgical and responsive to where a consumer is within their journey when considering how to guide them towards conversion (initial or repeat).

Basic Segmentation all Wineries Should Utilize

In its most basic form, a segment is a group of customers who have a commonality. Almost every wine brand with a DTC component has a defined marketing schedule where they circulate brand news and offers to their consumers. Many of these brands do a great job of surface-level segmentation, usually focused around whether a customer is a club member or not. Members receive pre-release information, access to exclusive products not available to non-members and so on. However, beyond this basic member/non-member qualifier segmentation is less common.

Understanding who your customers are beyond their member or non-member status is key to understanding when and how to impact their journey. There are various ways to segment your customers and understanding and utilizing these segments improves the response to marketing efforts. 

Varietal Segmentation This is pretty common. Segment your customer based on their past purchases of a given varietal so you know you are sending an offer with wines that are relevant to their preferences. 


Recent Purchase Segmentation Identify customers who have made a purchase in the last 6 months. These customers have recently engaged with your brand and you want to help facilitate their customer journey. Once these customers are identified, segment them by the number of orders they’ve placed and craft different messages that resonate with the consumer in each stage. For example, you wouldn’t want to send a “Welcome to Our Brand” style email to someone who has purchased with you repeatedly, but this might be appropriate for customers who have only made 1-2 purchases. 

Drop Off Segmentation Target customers who have not purchased in the last 6-12 months with an email containing a special incentive to purchase, or upload the list to social media and target them with an ad. Regardless of the method you choose it’s great to remind these consumers about your brand and encourage them to re-engage.  

Beyond the Basics: Dynamic Segmentation

Dynamic segmentation takes segmentation a step further.  Rather than a set list or single criteria, segments are fluid groups and are often segments within a larger cohort. Customers move in and out of the cohort as they meet (or don’t meet) defined criteria. We discuss the basics of this in our last post, focusing on the molecular foundation of the customer journey. To review, we divide customers into four different cohorts, top performers, consistent buyers, casual buyers, and spectators. 

Once in divided into groups based on their importance to your business you can further segment those cohorts into smaller groups based on their recent behavior. This allows you to conduct targeted and personalized interventions that fit within and across your conventional marketing efforts, adding an additional layer of touch at intervention points.  By segmenting your segments you can treat customers differently based on their relationship and value to your business. 

Dynamic segmentation is a powerful tool because it enables marketers to target customer cohorts based on their recent actions rather than sending the same message to your entire list. Dynamic segments are great to layer into marketing efforts. They support and bolster existing marketing by engaging consumers when they reach critical points in their journey. 

These interventions should be specific to the customer cohort and the filtered segments within based on journey points. For example, a person whose spending pattern is increasing should not receive the same intervention as someone whose spending pattern is slowing, nor should someone who has just begun their journey with a brand receive the same message as someone who has been loyal for several years. Interweaving these two approaches provides even greater specificity when attempting to guide the customer journey.

Focus on the Segment with the Most Potential

You always want to put resources where they will have the most impact. In the example above this is the consistent buyer cohort. They are above average customers, active purchasers, and are engaged with the brand. Their purchasing profiles often mimic those of the top performers. They’re similar in the wines they buy and their purchasing timelines. This means customers in the consistent buyer cohort have a high potential for growth and are excellent candidates for upward movement if nurtured properly. This is why we suggest starting your segmentation journey with your above average customers and when beginning to layer in dynamic segmentation interventions.

Putting Dynamic Segmentation Into Action

Define Your Goals

The first step when using any segmentation is to define your goals. Defined goals naturally lead to strategy and defined outcomes. It also allows for hypothesis testing and easy scaling to other cohorts when you are ready. Your goals should align with the customer’s intent to best influence conversion and brand engagement. 

Set a Control Group and a Test Group

When first starting with dynamic segmentation, approach your interventions as if they are experiments, recognizing that not all interventions will provide you with your desired outcomes. This is why you should start with a control group (a group of customers who does not get the intervention) and a small test group, where you can easily track outcomes. Once the test is done, compare the two groups. Was there a significant increase in sales or communications from the test group? If so, you can then apply the technique confidently with the rest of the cohort. If not, you test a different intervention. Remember, sometimes interventions can take 2 months to drive conversions within the new journey model, with its iterative broadening and narrowing steps through interest and evaluation. 

Apply The Most Successful Treatment Across the Segment

Once tested, measured and determined the most successful treatment strategy for a segment apply it to the entire segment moving forward. 

Layer in Other Segments to your Strategy

After you’re confident your first treatment strategy is working try layering in another, then another. If you keep building to your strategy in this additive way create a solid dynamic segmentation foundation that you can continue building on as your business grows. 

Prevent Burnout

If the above sounds intimidating, start with the basics! The key here is not doing it all but building a long term strategy one step at a time. Remember complexity is not the goal, start with the molecular customer journey. 

Affecting Customer Intent and Consideration

The ultimate goal of using data is to remove the guesswork aka. your “gut-feeling” from decision-making. Let the data inform your decisions. By using the steps above you’re using behavior to understand customer intent and taking steps to strategize and act to aid customers on their journey with your brand. We’ve shared a lot on personalization and this is just one more way to personalize your customer's experience. You are meeting them where they are on their journey and should be providing them with touch-points that are relevant and meaningful to their relationship stage with your brand. 

Predictive Analytics: Transforming Data into Answers
03 February, 2020


Data consumption, manipulation, and decision-making are making their way into the everyday lexicon of the wine industry. The forward movement into the world of data means a bright future ahead for those who adopt analytics as a driver for their business. 

Business analytics are generally discussed in three parts: descriptive, predictive, and prescriptive. Understanding each style is as important as the data we choose to focus on. This and how we choose to visualize it builds the internal analytics culture of any organization. This, in turn, impacts how the data is acted upon and what types of outcomes we focus on.



Descriptive analytics are just that – descriptions, or summaries, of what has happened. These statistics give general overviews of points of interest, describing past events primarily through sums, counts, averages, or percent changes. Much of the wine industry lives in this space when analytics are discussed. 

Many of the data insight companies out there provide this type of analysis. The dashboards range from basic-to-elaborate, providing time-constrained reports and graphs. Understanding these statistics can inform business decisions and play an important part in any business. They can be used to see historical trends, such as a basic understanding of club tenure or database growth, as well as patterns in product purchasing. 

Monthly, quarterly, yearly… perhaps even weekly… reports containing descriptive analytics provide information on areas where a winery’s efforts are succeeding or struggling. However, using this information to impact change can be limited, and is often based on industry common knowledge and cliché (Chardonnay in May for dads and grads, anyone?) rather than decisions that are driven by the data itself. Additionally, when the focus is placed solely on these types of analytics, a generic sense of the data is gained with visualizations designed to be accessible, rather than usable. Meaning, data is presented in easily understood chunks, instead of data that drives hypothesis testing, which tends to be more visually complex. If your team is used to seeing bar charts representing sales, then the focus is on sales trends, whereas if you visualize parts of the customer journey, the focus becomes guiding that customer journey. 


While descriptive analytics look toward the past, predictive analytics look into the future. They focus on patterns in historical data and use various statistical models to predict future behaviors. This second wave of business analytics provides a depth of insight that descriptive statistics cannot. 

Wineries can use these types of predictions to make various decisions and set goals for the coming year. For example, use database growth in purchasers to predict the potential lifetime value of new customers. Or examine trends in the sales of a certain varietal to determine the ideal production for next year, and when that varietal should launch. The focus on these types of analyses in the wine industry is growing, however, many wineries lack the resources to pursue this in a dedicated way. 

The 2020 State of the Wine Industry Survey reported that only 18% of wineries have a full-time employee focused on analyzing consumer data and only an additional 27% have a part-time employee who does so. This means that not only do few wineries have a dedicated member of their team focused on analytics, but they also don’t have someone working to improve the data analytics and data visualization literacy of the organization as a whole. Additionally, the lack of staffing in this area likely means the person is focused on building reports and reverting to descriptive analytics. Predictive analytics allows organizations to start building hypotheses around trends, and using these behavioral points to guide behavior is key to changing data culture in the wine industry. 


Prescriptive analytics is the 3rd category of analytics that drive business insights. They use various algorithms and machine learning to help guide actions for the optimal solution in a given situation. This type of analytics can optimize the customer experience. A company can weigh different options and choose the best course of action. Basically, prescriptive analytics generates insight into various interventions to influence outcomes. These analytics are often very complex and the hardest to build, but they also provide the most value. The complexity is why many businesses don’t use this type of analytics, however, predictive analytics software is quickly making it more accessible.


The customer journey encapsulates the idea that the whole is greater than the sum of its parts. The experiences a customer has throughout their tenure with a brand feed on one another to form their customer journey. Tapping into those experiences allows a brand to guide the journey. Testing different hypotheses and intervention strategies based on prescriptive analytics is the best way to affect positive change. 

Descriptive, predictive, and prescriptive analytics work in synergy. When applied together, and with careful foresight, they can help a business understand and guide its consumers through specific paths creating optimal customer experiences and catalyzing brand loyalty. To do this, you have to begin with understanding your customer base and segmentation.

At Emetry, we use a proprietary model to segment customers into 4 distinct categories. For each segment, we layer in descriptive statistics. These include customer tenure, lifetime value, average order value, and purchasing patterns. These descriptive metrics are the basis for understanding how to interact with that segment. The level of personalization and effort you invest in each segment should match your goals. Is your company focused on transforming 1st-time purchasers into repeat customers? Is the focus on extending the lifespan of your casual buyer? Or are you focused primarily on your consistent buyers and top performers and keeping these upper tiers engaged with your brand? Each of these goals speaks to a different customer journey, because as we know, while every customer is valuable, not every customer has the same value.

Layering individual customer information on to these segments metrics is the next step. For example, if you have a customer whose purchasing velocity mimics that of your top performers early in their customer journey, you likely want to interact with that customer in ways similar to how you interact with those top performers. Predictive analytics can inform you if this velocity is likely to continue or is likely to dwindle. But what is the best way to interact with that individual? Prescriptive analytics can help determine the optimal touchpoint – an individual email, a phone call, a written invitation of some sort? Analytics is constantly evolving, as should how they are applied in business. 


Whether you’re just beginning your journey with analytics or you’re a guru there is likely room to take your analytics to the next level. Sometimes simple, but targeted, interventions can be the most impactful. The Dødsing point is a great example of this.

The landscape of data and analytics is constantly improving. For the wine industry, there is still lots of green space to grow into. Providing better answers and actionable insights depends on better questions being asked. This means moving away from solely using descriptive analytics and emphasizing the synergistic nature of descriptive, predictive, and prescriptive analytics when setting goals, building hypotheses, and determining interventions.

Best Practices for Collecting Data in the Tasting Room
27 January, 2020


Hello, my name is Bill and I’m a wine guy with a data problem. My job at Emetry is to extract and transform our clients’ DTC data into the Emetry Software platform. This, along with their 3-Tier and consumer insights data, goes into our analytics engine which enables us to provide prescriptive analytics. Trouble is, data analysis can only be as good as the data. And, in the wine industry, good data is hard to find. What frustrates me is that I know how and why bad DTC data exists; it all starts in the tasting room. I know this because I used to be one of the culprits.

Before working in the wine data world, I spent three years working in wine hospitality as a tasting room lead and wine educator at two high-volume tasting rooms where I leveraged POS terminals to pollute data on a regular basis. Rest assured, it wasn’t on purpose. I think of it more as an act of accidental sabotage. Regardless, the fact remains, my fellow sales associates and I did a lot of damage to our employer’s customer data. Now, as I work on the other side of the terminal I have to deal with the damage done. Call it…wine data karma.

Bad Data Entry is Preventable 

In most fast-paced tasting room environments, bad data entry is inescapable. Any serious tasting room manager will tell you the priorities for sales staff are:

  1. Hospitality (brand story, education, and service)
  2. Sales (individual and team)
  3. Retention (clubs, loyalty, etc..)

Clean data entry is nowhere on the list. When data is collected, minor errors and omissions are accepted given the hectic environment. This is an inconvenient truth that thoroughly aggravates marketing and management. According to Forbes, for most wineries that have them, 70% of their DTC sales still come from the tasting room. That is a lot of consumer data collection potential lost. Since I have been on both sides, here are my recommendations for collecting cleaner consumer data in the tasting room.



The right hardware and software solutions can make data collection seamless and take the pressure off your front line staff. 

  • Wifi: Just do it. Yes, installing wifi on a winery property is expensive. However, when you consider many wineries are in sketchy cell locations, it can make their property seem like an oasis to a visitor. More than that, it expands an almost endless array of possibilities, including mobile POS terminals, sign up kiosks, enhanced property security, and hi-tech wine production devices/software. It makes it easier for your visitors to use social media check-ins on Facebook, Instagram, Yelp, and TripAdvisor which can be leveraged later as additional data sources. Considering its advantages, a winery’s need for good wifi coverage should rank up there with its need for a press…IMHO.
  • Software: Be “SaaSy”. Today most marketing software products are described as Software as a Service (SaaS). This means the software works in the cloud vs. as a dedicated download or install. Our product at Emetry is SaaS and we recommend all our clients adopt SaaS products wherever possible. In particular, look for products that utilize Application Programming Interfaces (APIs). API-based software enables the ability to link disparate applications together. For instance, at Emetry we link directly to Commerce7 via its API. Commerce7 also can be linked to Mailchimp and Quickbooks in much the same way. SaaS/API software like Shopify and Salesforce are now industry standard and adoption of these technologies will both extend your winery’s marketing capabilities as well as help maintain data continuity. However, more pertinent to this article, API-based transactions permit mobile POS terminals which, if used properly, can lead to more accurate and secure data. More on this later.
  • POS Software: Let the users choose. Most winery POS software is purchased as an add-on to a larger CRM package. Generally, the software evaluation/selection process involves marketing, DtC/club, and accounting managers. Usually, only after the software is purchased, do the sales staff even see the POS. In my opinion, this is a mistake. You should have sales representation evaluating the POS prior to purchase…and by representation, I mean at least one person that actually uses it on a daily basis. After all, there won’t be clubs or customers to manage if your staff struggles to sell them. The old saying about “skin in the game” applies here as well. Increasing staff participation will also increase morale and engagement in company data goals.
  • POS Devices: Go mobile! Data privacy and transparency are growing concerns for consumers. Running off with their credit card to some out-of-view stationary POS terminal is fast becoming an unacceptable practice. Bringing the POS to them is much better. Plus, mobile devices allow customers to physically view their data, which ensures accuracy as well as transparency. Using mobile terminals requires, at a minimum, a good wifi/cell connection and supporting SaaS backend. As mentioned above this setup comes with a cost, but the payoff in cleaner data and customer confidence will be well worth it.


Collecting high-quality data does not mean filling out every field in the customer profile. Empower your staff and focus on key information. 

  • Staffing: You get what you pay for. You are not Nike. Serena Williams is not the face of your brand. In fact, as far as your DTC goes and as mentioned above, ~70% of your brand is represented by your tasting room staff. Quality staff, with the right incentives, will care about your customers and endeavor to enter their info correctly. If their customer relationships are important to their bottom line, chances are maintaining good communication and data will be too.
  • Training: Experts make fewer mistakes. I don’t care if it’s a 30-day trial period or a part-time employee. Make sure every member of your sales staff that uses your software is thoroughly trained on it. That means there should be designated trainers and easily referenceable documentation. In my experience, I’ve never seen a winery actually do this properly. It is also my experience to never see totally clean data from a POS. Coincidence? I doubt it.
  • Anonymous Customers: Set ‘em and don’t forget ‘em. One common thing I see a lot in data is fake customers…sometimes hundreds of them! From a data perspective, it’s not easy to discern bogus customers from real ones. Fake customers, especially hundreds of them, will skew the analysis. You’re going to have anonymous customers, that’s unavoidable. Simply set them ahead of time and make sure your staff uses them exclusively. Make them as easy to search and use, and have as few as possible. I suggest, first name “POS”, last name “Customer” with the winery’s address for totally anonymous customers. It is also common practice to use similar practices for breakage, samples, etc…but remember the minimal number necessary is optimal.
  • System Notes and Flags are Not Designed for Customer Information. Tasting rooms are busy environments. It’s not uncommon for sales associates to handle multiple groups at once on a busy day. During these times completing a transaction accurately is disruptive enough…capturing more data is likely out of the question. Besides, what should they capture it with? Many wineries try to use system notes and flags, but this information is virtually useless outside of the POS. It can’t be sorted or segmented in any reasonable way. 
  • Data Entry: Focus on Key Data. Outside of the transaction, determine the few key pieces of data you want and keep your staff focused on collecting it. Here is my recommendation for minimal data collection in order. 
  1. Email (so they can be reached out to in the future)
  2. Zip code (for locational segmentation)
  3. Birth year (for age-related segmentation)
  4. First and Last Name (for identification purposes and customer experience)
  • When in doubt, use the default “POS Customer”. Capturing the above can go a long way for accurate data recording. Customers may be resistant to offering personal information.  As a rule, if you can’t get an email, stick with your POS defaults so you don’t pollute your data pool with customers you can’t reach out to. BUT use this fake customer sparingly and only as a last resort. 
  • Data Hygiene: When mistakes happen, get help. Every software vendor offers support. Some better than others. When you see issues in your data, at least try to get their help. Sometimes you might be surprised to find a quick fix. Before asking for help, be sure to do your own homework. Run reports, isolate the issues in Excel, and send them with your request. The easier you make it for the vendor, the more likely they will produce results. If you have technical staff, this is definitely a case where selecting SaaS/API vendors will pay off, as you may be able to fix your own data. In any case, don’t put it off. The longer your data goes rogue, the less useful it is.


Good data leads to better analysis. Better analysis leads to more useful insights. Useful insights lead to more sales. A little planning ahead and good data management in the tasting room can go a long way towards customer segmentation and campaign goals. 

Here’s the TLDR:

  1. Choose the right hardware/software for your organization.
  2. Use mobile POS terminals.
  3. Engage with your tasting room staff on selection, training, and best practices.
  4. Set up default customers and use them when customer data cannot be collected.
  5. Periodically review and manage your data hygiene.

There, I feel better already. As if this blog post has washed away my past data entry sins. More importantly, I hope it helps you wrangle in your own tasting room data. Rob McMillan and other experts make the claim that a winery’s biggest DTC potential is e-commerce. At Emetry we believe that to be true, as well. However, an important part of acquiring new e-commerce customers comes from understanding your existing fan base. Where are they? In the tasting room, of course.

The Dødsing Point Can Improve Customer Retention
20 January, 2020

What if we told you that minimal intervention within the customer journey could lead to at least a 26% lift in orders? What if we told you that we discovered the point in the customer journey where the customer is likely to stop purchasing? What if you could quickly identify when a customer is approaching that point, and the optimal time to intervene with them? Intrigued? Let’s back up for a moment. 


Many wineries and their marketing efforts are focused on acquiring new customers and/or mailing list subscribers. It is relatively easy to measure database growth and there is an inherent satisfaction in gaining that new subscriber. While customer acquisition cost (CAC) can vary across wineries and acquisition platforms, the cost can be quite high and is typically much higher than retaining an existing customer. Some sources indicate that it can be 5 to 7 times more expensive to acquire a new customer than retain an existing one. Not only does it cost more to acquire a new customer, but selling to that customer is significantly harder than selling to an existing customer (Invesp reported the probability of selling to a new prospect is 5-20%, whereas the probability of selling to an existing customer is 60-70%). This becomes notably more complicated when you take into account where a customer falls in their journey with your brand. Are they a casual buyer, or one of your top purchasers? Can you lead a casual buyer to become a top performer?

This is where “The Dødsing Point” (our discovery and term for this key moment) comes in.


We think this is one of the most important discoveries for DTC wine in the last decade. Through a combination of segmentation, enhanced RFM algorithms and cluster analysis of buying behaviors per buying group, our data team led by Sara Redahan, Yash Gad, and in partnership with our director of marketing, Erica Gomez, discovered the Dødsing Point. At its core, the Dødsing Point is the point at which a majority of customers stop purchasing – their customer journey has ended. Despite its name, The Dødsing Point is not always a singular point. Sometimes it’s one key moment, but most often it’s at two critical points along the customer’s journey: the point where 50% of the customers stop purchasing, and then again at the 25% drop-off mark.

Determining how each customer cohort interacts with your brand, and what those footprints look like within the customer journey of each buying group is vital to understanding your customer database. You would not expect the person who is just beginning their journey with your brand to behave the same way as someone loyal to your brand for years. Nor would you intervene with them in the same way. 


Every customer is important, but not every customer has the same importance. To this end, we cluster customers into four cohorts (Top Performer, Consistent Buyer, Casual Buyer, Interested Buyer) based on an enhanced RFM model, allowing us to analyze the behavior of the cohort and determine the unique Dødsing Points. The best intervention strategies happen at the two points along the customer journey (50% and 25% Dødsing Points) – with the goal of the intervention being to extend the life of the customer before the jump off the cliff. Meaning, get the customer to place more orders before they stop purchasing.

If you can extend that journey by even one order across those lost consumers, you can see at least a 10% lift in revenue. And that is based on interventions with your casual purchasers alone. Imagine what the lift would be like if you impacted your consistent buyers or your top purchasers? Not only would you be impacting the lifespan of each customer cohort, increasing their respective lifetime values, but you would be continually engaging with the individuals within that cohort, ultimately improving retention overall by impacting brand loyalty. This alone can lift a customer into higher cohorts over time.


Understanding the Dødsing Point is an essential part of extending the relationship between a winery and its customers. We estimate that if, at a minimum, you do a poorly performing weekly intervention using our Dødsing Point (1% conversion) the compounded savings and growth of your DTC business will be a 26% increase in transactions. Imagine what you can do with a super effective intervention.

But remember, not all customers carry the same importance, and understanding how each cohort interacts with the brand is vital to extending their lifespan. Additionally, interventions should cater to where a customer is in their journey. For example, perhaps the causal buyer receives an automated, generic email as they approach their point, thanking them for being a customer and receiving a code for complimentary shipping on their next purchase of 6 bottles. Or the consistent buyer gets a letter in the mail inviting them to a special tasting event. Or the top purchasers receive a personal phone call from the winery owner, asking about their experience. The type of communications offered should match the brand voice and business model, but knowing when to intervene is just as important as knowing how to intervene. Each customer is unique, and the experiences they have with a brand impact how long they stay with the brand. By giving these customers a touch of personalized interaction as they move towards their cliff, wineries can prevent the dive from happening, at least for some time.

Dale Stratton Joins Emetry’s Board of Advisors
18 October, 2019

Emetry, the Napa-based software company providing data-driven marketing insights to wine brands, welcomed Dale Stratton to their Board of Advisors. Stratton brings over 35 years of Beverage Alcohol Industry experience. His extensive knowledge and proven history of transforming data into action make him the ideal advisor as Emetry is rapidly expanding its feature offerings.

“Dale is an amazing addition to our Board of Advisors,” said Emetry CEO Paul Mabray. “Having one of the industry’s top thought leaders and experts for insights is an honor and will supercharge how we improve our software and build answers that have the greatest impact to catalyze more wine sales.”

Stratton is recently retired from Constellation Brands, where he was the Vice President, Commercial Insights working across their Beer, Wine, and Spirits divisions. While at Constellation Brands Stratton oversaw consumer and shopper insights, consumer affairs, business analytics, market research, category management initiatives, and their wine sensory program.

“I am very excited to join the Emetry team to help them transform how the wine industry leverages data to make sound decisions focused on building brands and lasting consumer engagement in the category,” said Dale.

Before joining Constellation Brands in 2006, Dale spent 22 years working at E&J Gallo, where he began his career. During his tenure, he covered a wide range of responsibilities that included distributor management, account management, strategic insights, and Lean Six Sigma. Dale has a bachelor’s degree in Journalism with a concentration in Public Relations from Colorado State University and an Executive MBA from Tuck School of Business at Dartmouth College.

ABOUT EMETRY: Emetry is a Napa, CA-based software company focused on providing data-driven insights to help wine brands spot opportunities. The collaborative approach we have forged with wineries and data partners is unearthing the answers needed to drive consumer relationships, direct-to-consumer sales, and distribution growth.

Emetry Welcomes Sara Vlasach as Senior Director of Product Marketing
27 September, 2019

Emetry, a fast-growing software company focused on providing data-driven insights to help wine brands spot opportunities, welcomed Sara Vlasach to the role of Senior Director of Product Marketing. Vlasach brings her leadership skills and expertise as a client-focused, analytics and research leader to the Emetry team during a critical period of growth. In her role, Vlasach will lead client success through managing insights delivery to wine brands and translating customer-driven product requirements to ensure we are building better answers for our clients. 

“Sara’s unparalleled ability to engage and empower customers for success coupled with her rich background in analytics and product development will supercharge our services and software for our winery partners,” said Emetry CEO Paul Mabray. “We are thrilled to have such proven experience on our team as we continue to expand our software and customer base.”

Prior to joining Emetry, Vlasach spent the past twelve years leading teams that design research to inform impactful marketing programs, particularly those taking advantage of unique data strategies and methodologies. She also played a key role in the successful launches of integrated go-to-market campaigns for several global technology and wine brands including Intel, Pernod Ricard, Stella Rosa, Coravin, and Wente Vineyards featuring the #MakeTime campaign.

“On day one at Emetry, I was introduced to the technology leaders and savvy, data-driven clients who are leading the wine industry at the 2nd annual Transforming Wine Data Summit in Napa, “ said Vlasach. “This group will disrupt the wine industry and I’m ecstatic to join the team that will innovate alongside the smartest minds in wine.”

Vlasach earned her MBA in International Business from Loyola Marymount University and a BA in Business Economics and Spanish from the University of California, Santa Barbara. In addition to her professional accomplishments, she is an experienced rower, marathon runner, and Spanish cheese and wine enthusiast.

ABOUT EMETRY: Emetry is a Napa, CA-based software company focused on providing data-driven insights to help wine brands spot opportunities. The collaborative approach we have forged with wineries and data partners is unearthing the answers needed to drive consumer relationships, direct-to-consumer sales, and distribution growth. 

Emetry Brings on Michael McGregor as COO/CFO as They Expand Their Software Capabilities and Customer Footprint
19 August, 2019

NAPA, CALIFORNIA, AUGUST 2019. – Emetry, a fast-growing software company focused on providing data-driven insights to help wine brands spot opportunities, announced today they appointed Michael McGregor to the role of Chief Operating Officer and Chief Financial Officer. McGregor brings his leadership skills and expertise as an operations and financing executive to the Emetry team during a period of rapid growth. As COO/CFO, McGregor will focus on building a solid organizational and partnership structure to support this growth.

“Michael has time and again demonstrated his ability to build solid operational platforms to facilitate rapid but organized growth for early-stage companies”, said Emetry CEO Paul Mabray. “We are thrilled to have such proven experience on our management team as we continue to expand our software and customer base.”

Prior to joining Emetry, McGregor spent the past twenty years leading and advising emerging growth digital companies, particularly those taking advantage of the power of data and information application. He also played a key role in the successful launch of both Naked Wines’ and Wine Owners’ into the US market.

“The wine industry is ripe for the intelligent use of data and information to target customers’ needs and preferences more effectively and efficiently, and Emetry has put together an extremely impressive team of both trade and technology veterans to build and deliver software that makes this simple,” said McGregor. “I’m delighted to join the team and am already thoroughly enjoying the enthusiasm demonstrated by our existing customers using our products and services.”

McGregor earned his MBA in International Business and MA in Asian Studies from Cornell University and MEng in Engineering from the University of Strathclyde. In addition to his professional accomplishments, McGregor is an avid cyclist, rock climber, and food and wine lover.

Chardonnay Trends: 2019 Consumer Engagement Trends for the Top White Wine
24 June, 2019

A couple of weeks ago we analyzed and reported on the consumer engagement trends for the king of red grapes, Cabernet Sauvignon. This week we're taking a look at Chardonnay trends. Here is the 2019 leader, faller and grower for the top white wine.

Category Leader: Rodney Strong’s Chardonnay leads all brands in consumer engagement during the first four months of 2019, accounting for 11.2% of total Chardonnay consumer engagement.

Fastest Grower: Far Niente’s Chardonnay experienced an average of 40% more consumer engagement during the first four months of 2019.

Fastest Faller: Chateau St. Jean’s Chardonnay experienced an average of 43.9% decline in consumer engagement during the first four months of 2019.

If you have questions or are interested in what your brand engagement looks like, please let us know by messaging

31 May, 2019

King of Red Grapes: Cabernet Sauvignon 2019 Consumer Engagement 

At Emetry, we spend a lot of time looking at data that can tell stories about how consumers are engaging with wine brands. For this week’s post, we take a look at consumer engagement trends within Cabernet Sauvignon. We’re introducing a new series where we share our analysis of Leader, Grower, and Faller wine brands within a varietal over specific time periods. Here are the highlights for Cabernet Sauvignon consumer engagement during the first four months of 2019.

Category Leader: Beringer’s Cabernet Sauvignon leads all brands, accounting for 11% of total Cabernet consumer engagement.

Fastest Grower: Far Niente’s Cabernet Sauvignon experienced an average of 15% more consumer engagement.

Fastest Faller: Ferrari-Carano’s Cabernet Sauvignon experienced an average of 58% less consumer engagement.

If you have questions or are interested in what your brand engagement looks like, please let us know by messaging

Customer Profiling, Why Knowing Location Matters
22 May, 2019

Customer Profiling

There are many methods and techniques you can use to understand your customers, and customer profiling is arguably one of the most popular of them. While there are many different approaches to this, they are all fundamentally answering the same basic question, “Who are my customers?”. There are many different types of data we can use to answer this question, and one of the first places to start is typically with demographics, in this case, geo-location data. Profiling customers by geography can help you quickly and easily understand a specific market, and support either longer-term strategic planning or tactical planning for a market-specific activation, event or promotion. Let’s look into profiling customers by visually mapping their geographic density within a market.

Customer Mapping

Mapping enables the visualization and relationship analysis of your customers within a specific market, however you define it (zip code, city, state, region). It enables you to view the lay of the land, navigate efficiently and make informed decisions. Many time geographic data is locked up in static reports and little insight is gained after time-consuming analysis of customer data that leaves you with a vague understanding that 65% of customers live within 60 miles of the winery and top states are California, Florida, Texas, Chicago and New York. But what about dollars and volume within each of those markets?  You may have the highest density of customers in San Francisco but the highest density of dollars in Chicago. How does customer distribution change if you only look at wine club members or customers who only buy a particular varietal, Rosé for example?

Improve Customer Relationships

Layering in sales and volume data informs key marketing strategies and engage customers in a more meaningful way. Planning market visits? You can select a location that is easily accessible for your loyal customers. Plan an event around the wines most popular in that market. Basically, use customer location data to stack the deck in your favor and be as relevant as possible to the customers in that market.

Visualize Market Growth

For Trade or DTC, once you can visualize a market through the lens of customers, trade accounts, dollars and volume strategies have a whole new set of tools available to them.You can optimize a product rollout or strategically inform a market plan. What market is primed for growth? What market looks saturated and unlikely to grow? What market is in decline? Using customer profiling, and specifically geo-location data you can set achievable sales goal based on market size and current customer density and product price.

Mapping Engagement

Maps can add context to other data you already rely on, like consumer engagement metrics. Who is talking about your brand? Where? Track conversation around a promo you’re running. Where is it taking off and where do you need to focus effort to grow the conversation?

Additionally, you can use the same geo-location data to help understand risks and declines in markets or consumer engagement. Want to show areas of brand conflict, calculate market performance, Understand franchisee or sales rep territory under-performance, create market-data based sales expectations, or quantify how much potential is being lost to the competition? The list goes on.

Are you already mapping? We would love to hear about how you are using mapping within customer profiling to impact your business objectives. Drop us a note at

Do Wine Brands Speak the Same Language as Consumers for Sauvignon Blanc?
07 May, 2019

With the weather warming up and wine varietal seasonalities kicking into play, we’re taking a look at how consumers talk about Sauvignon Blanc. Wine Enthusiast describes the popular white varietal as “…crisp and grassy or juicy and tropical, yet always expresses trademark acidity”. When we analyzed year-over-year consumer review language in Delectable, ‘crisp’, the long dominating descriptor has been on the steady decline, ‘grass or ‘grassy’ remained steady and hovered around 1% over the 6+ years we analyzed, and consumers were much more likely to use descriptors like citrus, fruity or grapefruit over juicy or tropical.

What does this say about how consumers perceive flavors, sweetness, and style? Do the common descriptors change by price point and market (we say yes)? We are still analyzing this area deeper because understanding how consumers talk about wine enables strategic planning that will resonate with their customers. If you’re like to add your questions to the mix, we’re happy to include them as we continue to explore better answers for wine brands.

Drop us an email with your questions and we’ll do our best to find the answer for you!

Is Chardonnay Losing Favor Among Consumers?
23 April, 2019

In our work with wine brands, we study consumer engagement across the entire spectrum of wine varietals. Recently, our data science team at Emetry was looking at Delectable year-over-year engagement trends and found some very interesting surprises. First, we discovered an unexpected downtrend in consumer engagement with Chardonnay. We cross-referenced the details underneath this trend with trends from consumer searches and sales data and found early indicators of similar signs of decline for the king of white wines. Is it possible to predict consumer sales behavior with user engagement on Delectable? It’s still too early to be certain, but our work in this area is showing very promising results.

Cabernet Sauvignon has historically had a solid hold on consistent consumer engagement but that is changing. Consumer engagement with Cabernet Sauvignon is showing signs of decline in wine under $20 but remains consistently engaged and continuing to grow at wine priced above $20 in 2019. 

Pinot Noir consumer engagement has been fairly steady for the past 5+ years but that may be changing. Pinot Noir declined YoY from 10% to its current 8% share of total varietal engagement.

Zinfandel engagement has been pretty steady over the years although the varietal engagement but shows a slight decline YoY from 2018 to 2019.

Red Blend engagement saw a big upswing in recent years but has leveled off and shows consistent engagement, although there is a slight dip heading into the 2019 so this is a growth varietal to watch and see if it shows signs of slowing.

Chardonnay is the king of white wine in terms of popularity, sales, and consumer engagement and has shown steady consumer engagement over the years but for the first time, we are seeing a steep decline in Chardonnay consumer engagement in the early 2019 data. Is Chardonnay losing favor among consumers? Is this the beginning of the Chardonnay era decline? The declining consumer engagement with this varietal seems to be an early indicator that Chardonnay may be losing mouth share to other varietals or other alcoholic beverages.

Emetry Purchases DTCguru Expanding Their Direct To Consumer Insights
28 February, 2019

Emetry closed a deal with ZAM Apps to purchase their direct to consumer (DTC) sales analytics software, DTCguru. The addition of DTCguru’s battle-tested features will accelerate Emetry’s development of instructive and actionable software to wine brands.

DTCguru’s software analyzes customer purchases and provides wine brands prescriptive insights they can leverage to increase sales. Key components include detailed purchase insights to identify spend and trend analysis for each customer and an interactive map that displays state sales performance and customer value segmentation within each state. ZAM Apps has worked closely with its clients, including Flowers Winery and Benovia Winery, to develop relevant features that positively impact revenue.

“Many industry systems create and house your data, but no one does a great job at presenting that information in a way that allows for analysis that can drive action. DTCguru allowed me to ask the questions I wanted of my customer data and present it in a visual display that highlights opportunities or potential threats that can be acted upon.  I am excited for what Paul Mabray and the team at Emetry can do to escalate and elevate DTCguru to the entire wine industry.,” said Ed Thralls the General Manager at Benovia Winery.

When looking at the current DTC analytics tools there is an overwhelming gap in the types of insights provided. In the past six months, there have been a lot of dashboards pop up. They look nice and present basic information but don’t take the imperative next steps to be instructive and actionable. Information is interesting, but instructive and actionable insights provide far more value and have the ability to really affect the bottom line.

“When we looked at the landscape, only a few tools shared our culture and vision to truly build insights wineries can immediately convert to sales. We look forward to integrating those features into Emetry to keep building better answers for wineries.,” said Paul Mabray. Emetry continues to push innovative boundaries, and acquiring DTCguru furthers their efforts to build better answers so wineries can sell more wine.

“With DTCguru, we at ZAM Apps have crafted a solution that provides a way to mine DTC data and provide actionable plans. Behind an easy to use interface, we packed the nerdy, powerful data science magic that is required to shape raw data into insights.  This approach has resulted in big wins for our clients. When I looked where to go next to help our clients, having DTCguru become part of Emetry’s offering just made sense. Paul and his team will take this space to the next level.,” said Shawn Zizzo.


ABOUT EMETRY: Emetry is a Napa, CA based software company building the future in business insights, data aggregation, analytics and reporting for the wine industry. We are using data to build instructive and actionable insights and a 360-degree view of consumers, their behaviors, competitors, and the market. The collaborative approach we have forged with wineries and data partners is unearthing the answers wine brands need to sell more wine.

ABOUT ZAM APPS: ZAM Apps, Inc. is a Napa, CA based software company that crafts easy to use business applications geared towards the wine and craft beer industries. Founded in 2010, ZAM Apps has built breakthrough business applications including vinoEZ, EZplan, and EZdemand. With a customer-first approach, ZAM Apps prides itself with delivering tools that add immediate business value.  For more information, visit:

Personalization: Using data to improve every aspect of the customer experience
29 January, 2019

“What does personalization really mean?” Long gone are the days when adding a *|FNAME|* merge field to your email or mailer was the equivalent of personalized communication. Today, in the Age of the Customer, buyers are empowered and expect a whole new level of personalization when they interact with a brand. 

Targeting customers with relevant, meaningful, and timely communication is key. Success lies in delivering personalized experiences across all channels, whether face-to-face in the tasting room or at an event and perhaps the most challenging across all digital channels. 

Today’s consumers are better connected than ever before. The mass of touchpoints can easily lead to fragmented communication and poor customer satisfaction but the good news is we can also leverage the wide variety of touchpoints we now have with our customers to better serve them. That means digitally marketing to consumers based specifically on the goods or services they have shown an interest in or have purchased in the past, at a time and place of their choosing in the channel they prefer, with the goal of conversion.

It seems almost impersonal when described from the data perspective but the truth is, using and analyzing data is similar to listening. Good data collection and analysis can tell you everything a customer wants from you, given their journey with your brand. A single customer record can tell you where they live, how much they purchase, what they purchase, where they purchase, and how they found you, the list is long. How you communicate to these customers should be just as detailed.


Personalization Best Practices For Digital Marketing

Using just the basic information discussed above there are already so many opportunities for personalization. For example, communicating with a wine club member is much different than the communication you would have with a non-member who recently visited the tasting room or was perusing your website. Personalization begins with using just this basic information. By simply adjusting the sender of your message you are already beginning to personalize the communication, be it your wine club manager or your tasting room manager or in the case of your website maybe a note from the winemaker on a new release or top-selling wine.

Using a small amount of data you can communicate with your customers in a meaningful, personalized way that resonates with an experience they already had with your brand. Using a customer’s name, email address, purchase channel, and varietal purchases you can create dynamic email messages tailored to a wine preference or invite them back to the tasting room for a special event because they often purchase there.  By knowing their day or date of purchased the message can be customized to send a thank you for visiting last Friday message. Each piece of information you add to the mix the more personalized and detailed your communications can become.

These are simple examples utilizing email that are easy to create and save as templates. Many email software programs allow the creation of custom fields. Some also allow an email to be triggered on list upload or can be automated and scheduled to send at a specified time or by customer interaction. The classic example of this is a cart abandonment email.

Today, some e-commerce platforms, such as our partner Commerce7, are including personalization features that recognize whether a customer is new to your website or a returning visitor and will dynamically display the customer’s first name and a “welcome back” message without them login in. Some providers are now able to display customized and dynamic content to the visitor using the same data from the email example.  Wine club members can now be greeted with their discounted pricing and tailored specials upon arrival to your site, returning purchasers can be displayed wine choices based on past purchases.

Leverage Technology to Deepen Personalization

Looking deeply into customer behavior data and taking the time to do an audience analysis brands can gain valuable and actionable insights.

What if you were able to know which of your e-commerce purchasers only buy Chardonnay, and of those who will only purchase if given a discount or only buy when shipping is included? Would you still send a generic email offer risking email fatigue or personalize your message to these groups?

What if you knew which wine club members frequently repurchased club wines following a shipment within the first month? Would you send a personal message and special offer to thank your members for their loyalty and encourage their continued repurchasing?

What if you knew in almost real-time when a customer visited your website and tasting room and made three consecutive purchases in 45-days making them your number one customer? Or worse, what if you didn’t know?

By analyzing customer data, you gain the ability to customize the person’s experience to their individual needs and desires based on in-depth information and insights about them. This leads to opportunities for increased revenue and customer retention. Through personalized communications and experiences, brands will consistently be building long-term relationships and can begin to think and market more effectively with their customers - top of mind. 

Your customer data provides almost limitless possibilities when it comes to understanding and knowing the needs and expectations of your customer. That combined with segmentation of customer data into distinct and similar clusters, you can gain meaningful insights into how to grow your business while maintaining the personal relationship today’s customers expect. 

These are the questions we are helping brands answer today to help them grow, retain customers and build long-lasting customer relationships at all levels of their DtC business.

Emetry Welcomes DtC & Analytics Expert Robert Krumm To Their Board Of Advisors
21 January, 2019

NAPA, CALIFORNIA, JANUARY 2019. The Emetry team is excited to announce Robert (Rob) Krumm will be joining Emetry’s advisory board. Rob is a leader in data analysis and database design.  His applied expertise across many industries including the wine industry uniquely qualify him to help guide Emetry DtC product development.

Rob began his career as a teacher in Philadelphia in the 1970’s and was witness to the appearance of computers like Apple II, TRS-80, and the TI-99.  He learned to program an Apple II for his classroom and went on to open Microcomputer School. The school focused on teaching people in business, education, and government how to use the emerging technology and was first to implement educational reforms. In 1983 the materials created for the dBase II class were published as “Understanding and Using dBase II.” This was the first of over 50 books Rob wrote, including the best-selling series “Inside the Norton Utilities” in cooperation with Peter Norton.

Robert’s first job in the wine industry was building a true cost accounting database for Robert Mondavi in 1997.  During the project, he sensed the acute need for modern database technology in the wine industry and later created Winebase2. The software was capable of processing a wide variety of club types and eventually grew to integrate POS, online components. It also incorporated a compliance engine that could validate out of state sales automatically which was not possible at the time.  

Rob’s contributions continue to be on the forefront of wine technology, and his wealth of knowledge is an incredible asset to the Emetry team. “I am pleased and excited to work with a team headed by my old client and friend, Paul Mabray, who was one of the first adopters of Winebase2 clients in the 1990’s.” With Rob’s guidance, Emetry is pushing the boundaries of what’s possible with their DtC insights software set to launch January 2019. The addition of DtC to Emetry’s brand & consumer insights software will bring wine marketers unparalleled data management, analysis, and activation opportunities across multiple channels. “ For almost two decades, Rob Krumm has quietly been building solutions that help power and streamline winery DTC. The breadth of knowledge of both DTC and software will help guide us to create better and more powerful solutions for our winery customers,” says Emetry CEO, Paul Mabray.

Rob served for 15 years as the head programmer and database architect for the Bay Area startup Pet Food Express which grew from a dozen East Bay locations into a chain of over 60 stores across California. Presently, Rob works in the Urology Department of UCSF with an outstanding group of physicians and researchers. They are working to create a database infrastructure to integrates EMR (Electronic Medical Records) with a wide variety of applications (e.g., Salesforce) and technologies (e.g., RNA precursor genetic material).

ABOUT EMETRY: Emetry is a brand insights company for the wine industry. They use digital data sources to build meaningful understanding and a 360-degree view of a brand: its consumers, their behaviors, competitors, and the market. Their software aggregates data from a range of digital sources, including the leading wine scanning app Delectable, direct to consumer data, and on-premise POS data to provide wine brands unique and exclusive insights. This data helps wine producers drive business revenue, and make more informed decisions on product development and promotional strategies.

Audience Analysis - Who Is Your Customer?
11 December, 2018

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. 


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:


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. 


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

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!

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 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.


Here’s another example: 


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


Title Name Email Phone
CEO Paul Mabray
Director of Marketing Erica Gomez
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 ...