Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 2)

Sramana Mitra: How do you get your data? What part of that data is private and how can you manage to get to that data?

Deren Baker: We license the data from third-party partners. All the data they acquire is exclusively opted-into from their end consumers. We’ve got a patent on an algorithm that looks into clickstream sources, strips out anything that is personally-identifiable information and then leaves us with that residual data.

Sramana Mitra: Whom do you license this kind of data from? Who has access to this kind of data?

Deren Baker: There’s a whole host of people who have access to this kind of data—from security companies to ISPs and mobile carriers. We are just in the infancy of building out that licensing ecosystem, but we’ve obviously gotten off to a very good start.

Sramana Mitra: What kinds of privacy and regulatory controls do these third-party ISPs, who are giving you access to data, have to abide by?

Deren Baker: They have to abide by regulatory controls that basically ensure that user privacy isn’t violated. Part of that is making sure that they’re explicitly getting users to opt into the data sharing. There needs to be a valid reason for any one of these providers to collect and store browsing data as opposed to a battery save on your phone.

Sramana Mitra: Do you want to illustrate other types of value that your technology provides to e-commerce companies?

Deren Baker: That first example was very straightforward. Take a CPG company that’s heavily focused on e-commerce, but their main goal is not to get somebody to go to Dove.com to buy soap.

One of the interesting ways that our data helps our customers is by tracing a customer’s entire online behavior. We have a very persistent view of customer behavior that’s not based on a cookie. It doesn’t refresh or delete every two weeks. It instead gives us a very long view of customer behavior.

We can identify a segment of consumers who are interested in that same example. We can look at their behavior from Google searches, YouTube views, and all the way through to buying that soap on Walmart or Amazon. We can do that in a very broad scale and then compare the very specific behaviors of Dove soap buyers to the general buying population.

How does their Google search behavior or their Amazon purchase behavior differ from the average consumer? Dove takes those insights and has a much larger understanding of that audience.

This segment is part 2 in the series : Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot
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