I'm very excited for @mattrbahr & the whole @EnquireLabs team with this new capital injection.
techcrunch.com/2022/03/28/enquirelabs-aims-to-pull-back-the-curtain-on-consumer-behavior/
They have built an incredible business already & they have built a mission-critical product for so many brands.
Here's my take on why:
Whilst the iOS 14 updates in early 2021 have accelerated this push towards first-/zero-party data, I think the value of @enquirelabs has evolved beyond better understanding (marketing) attribution.
I think it's most helpful in understanding the context of each customer interaction: twitter.com/adii/status/1502283210524282885
Understanding more about the context (where am I finding my customer and why are they here) is super-helpful in personalising those interactions. Especially at scale.
Their Question Stream™️ tech does facilitate a "choose your own adventure"-like a path for every customer (or prospect) interaction.
That empowers brands to go beyond the 80/20: Amplify for the 80 or uniquely interact in the long tail of the 20. (Or both.)
To that extent, this quote from @mattrbahr really resonates with me:
"Traditional survey data tells a product team what to launch in the next year; our data tells an email platform what to send in the next minute."
Fun fact: When I invested in @enquirelabs' pre-seed round, I had not done any angel investing for years.
It however sparked an intentional effort on my part to invest in some of the most promising new ecommerce enablement companies in the last year: adii.me/investments/
adii
@adii
Family man, seeker and learner. 3X Founder. Now building @cogsyapp. Prev: @_cmcommerce (acq. by @CampaignMonitor) + @WooThemes (acq. by @Automattic).
