Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 1)

Digital data is driving e-commerce in a huge way, and this will get more intense as we go along. This conversation explores trends, sources, and use cases of digital data.

Sramana Mitra: Let’s start by introducing our audience to yourself as well as to Jumpshot.

Deren Baker: I’m the CEO of Jumpshot. Jumpshot is a marketing analytics company that helps any company understand its customers’ entire online life. We do that through a panel of a hundred million users’ clickstream. We slice and dice that clickstream behavior to help our customers understand everything from the entire customer journey of a specific audience all the way down to helping them isolate customer segments who are about to take a specific behavior like buy a car or go on a vacation.

Sramana Mitra: What kinds of customers do you service? Is it only e-commerce companies?

Deren Baker: No. We definitely work with e-commerce companies. We also work with a lot of CPG companies and even investors. It’s a wide range of companies all the way from the top of the funnel which is understanding your audience better to actioning the insights in that audience, all the way to helping measure the performance of a specific campaign.

Sramana Mitra: For the purpose of this conversation, I’d like to focus our discussion on your e-commerce clientele, and understand how your customers are using this technology, and what they’re doing in this realm of predictive analytics. Why don’t you choose different customers use cases where you can illustrate interesting different nuances and work through that?

Deren Baker: I’ll pick a couple of different slices of the customer behavior. The most straightforward one is an e-commerce company who wants to use Jumpshot data to understand their performance in the larger industry. Let’s pick travel. We can help any large travel e-commerce company understand its funnel in comparison to its biggest competitors.

How does Expedia’s funnel in a specific brand that it owns compare to Booking.com or any other online retailer? We can get a level deeper than that by helping them understand not just the high-level metrics but also where in that purchase funnel are their customers either getting tripped up compared to the general audience or they’re losing customers to another competitor.

Sramana Mitra: Double-click down one level further and walk us through how you do that. Know that our audience is a very sophisticated audience. You can talk to us with a fair amount of technology details.

Deren Baker: That clickstream data that I mentioned earlier gives us a ton of visibility deep down into the consumer funnel. In the example I was giving earlier, we can actually help a travel brand all the way down to how many people purchased a vacation because we see the confirmation URL in our clickstream. How does that compare to what they’re seeing on their biggest competitors? If so, what’s the trend between mobile and desktop purchasing behavior? We are literally in the process of tagging and structuring the entire Internet.

We figure out on as many domains as we can. What is the purchase confirmation? What is the search for Las Vegas? When that user actually leaves one website and goes to the next website, what does that confirmation look like? It’s a very detailed analysis and deconstruction of the entire clickstream ecosystem.

This segment is part 1 in the series : Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot
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