Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot (Part 3)

Sramana Mitra: Obviously, there is the keyword analysis capabilities that Google offers that is relatively public. Are you talking about data that is more granular than that? Are you talking about actually following your user through their Google search patterns that are related to Dove? If so, where do you get that data from? Who has that data and why is that okay to give that data to anybody?

Deren Baker: We are talking about the ability to trace that entire consumer segment behavior.

In your Google example, Google does make a lot of that information available. A lot of times, it doesn’t get down to the specific keyword level. Google will say you searched for soap instead of dove body wash. It’s the same thing with YouTube videos. It is a much deeper view of that connected consumer journey than just looking at each one of those sources.

Sramana Mitra: Is it fair to say that only Google has access to that data?

Deren Baker: No. We’re collecting about 200 million searches a day.

Sramana Mitra: You are collecting it through Google or through some other third-party?

Deren Baker: We are collecting through our clickstream data collection process. We’re getting the full clickstream, which is basically all the clicks that users are making online in the order that they’re making them. Then we can parse that information for lots of different interesting insights.

Sramana Mitra: The ISPs track that data as well and not just Google.

Deren Baker: Yes.

Sramana Mitra: That’s how you’re getting it.

Deren Baker: We’re not getting it specifically from ISPs, but those are examples of companies that do offer that kind of data.

Sramana Mitra: It’s very interesting for our audience to learn how much of the data is available out there and how much of this is being tracked not just by Google. We all know that Google is tracking everything and Facebook is tracking every click, but the fact that there are all these other players who also have access to these clicks is interesting to me.

ISPs make reasonable sense to me that they have access to this data because we have to go through them. I wasn’t aware that there are other third-parties who can actually intercept this data.

Deren Baker: Think of companies like Nielsen and other big players like that. They have access to some of this kind of behavioral data too. There are lots of sources of behavioral data out there. The bigger trend that we’re seeing is that just dumping a massive amount of data on top of a very savvy marketer doesn’t really do them any good. It has to be data whose trends they can trust and who help elicit real decisions that can be made out of the analysis.

I was talking to an old friend of mine who worked for a large US airline carrier. He said something like, they action less than 15% of the data they have access to. The challenge is not needing more data. It’s being able to sift through the data to figure out the stuff that’s really interesting.

This segment is part 3 in the series : Thought Leaders in E-Commerce: Deren Baker, CEO of Jumpshot
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