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Episode 2: Pete Kelso, FullThrottle
Episode 28th February 2022 • The Backstory on Marketing and AI • Guy Powell
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About Pete Kelso:

Pete Kelso has worked in marketing and production for 20 years serving various roles, including as a program manager for Commonweatlth/McCann, Chevy account.  He is currently the Vice President of Agency Partnerships at FullThrottle, helping agencies develop a winning first-party data strategy for the cookie-less future.  He shares his expertise in location-based targeting and marketing data services with The Backstory on Marketing.  He is passionate about building strong business relationships with people “staying curious” as he seeks to learn from others.

Links:

FullThrottle Website

FullThrottle YouTube

FullThrottle Blog

Pete Kelso LinkedIn

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Transcripts

Guy Powell:

Hi, I'm Guy Powell and welcome to the next episode

Guy Powell:

of the Backstory on Marketing. If you haven't already done so

Guy Powell:

please visit pro relevant.com and sign up for all of these

Guy Powell:

episodes and podcasts. I am the author of the upcoming book, The

Post-COVID Marketing Machine:

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Prepare Your Team to Win. Today

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we're speaking with Pete Kelso VP of Agency partnerships at

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full throttle. So let me tell you a little bit about Pete.

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Pete's been working in marketing and production for 20 years

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serving various roles, including as a program manager for

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Commonwealth McCann and had the Chevy account. He's now at

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FullThrottle Technologies as VP of Agency Partnerships.

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FullThrottle Technologies is a leading SAAS marketing company

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focused on delivering cutting edge applications and data

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services. Pete's job is to seek out curious marketers who are

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focused on first party data and attribution. his passions are in

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business, learning and also in people. So Peter, welcome.

Pete Kelso:

Hey, thanks, Guy. It's great to be here. It's nice

Pete Kelso:

to see you again.

Guy Powell:

Yeah, definitely. Looking forward to our chat. So

Guy Powell:

why don't we get started and tell us a little bit about how

Guy Powell:

you got into marketing and how you got to where you are today?

Pete Kelso:

Oh, sure. That's, it always starts with a failure,

Pete Kelso:

right. So I'll wind the clock back all the way to the late

Pete Kelso:

80s. When, before I was a true paid marketer, but my first

Pete Kelso:

effort towards marketing really came. Actually, there's two

Pete Kelso:

things that come up. It's one being in Student Council, I

Pete Kelso:

think in sixth grade, and putting together a charity event

Pete Kelso:

that we did, and just getting out there and grinding and

Pete Kelso:

finding businesses that would help support our event by making

Pete Kelso:

donations. And I quickly realized that I liked it, and

Pete Kelso:

that I like to promote things. I like to launch things. And I

Pete Kelso:

like to like you mentioned I like people I like connecting.

Pete Kelso:

So that wasn't so much of a failure. But the next one was

Pete Kelso:

about a year later, I decided that I was going to pivot from

Pete Kelso:

mowing lawns in my neighborhood to babysitting. So I put

Pete Kelso:

together my first stab at print or direct mail, and started

Pete Kelso:

filling the mailboxes of my neighbors with a flyer telling

Pete Kelso:

me telling them that the kid they probably barely trusted to

Pete Kelso:

mow their lawn was now ready to watch their children. And so

Pete Kelso:

that was the failure that that I mentioned. But I knew early on

Pete Kelso:

that I liked connecting, creating promoting things. And

Pete Kelso:

so I just took that interest and applied it towards my education,

Pete Kelso:

went to Western Michigan University. I studied

Pete Kelso:

advertising and production, my persistence came into play

Pete Kelso:

again, when the advertising department was a little bit

Pete Kelso:

booked up. And I had to repeatedly hound the dean to

Pete Kelso:

make sure that he let me in. And after two or three semesters of

Pete Kelso:

me bugging him once or twice a month, he let me in, and I got

Pete Kelso:

to learn a whole lot about marketing, or at least what I

Pete Kelso:

thought, right? Because you can only learn so much in school,

Pete Kelso:

then I got out of school, and realize that I had a whole lot

Pete Kelso:

more to learn, got involved in the Detroit automotive marketing

Pete Kelso:

community, which really is an exciting place lots of big

Pete Kelso:

budgets, right, these automotive companies spend a ton. And so

Pete Kelso:

what I noticed early on is that we were doing some things, maybe

Pete Kelso:

that other industries weren't or before other industries. And so

Pete Kelso:

I got exposed to a lot of excitement. And I just never

Pete Kelso:

looked back from there. I started as a freelancer working

Pete Kelso:

with the automotive big three, doing experiential events, doing

Pete Kelso:

marketing and business to business training, events, sales

Pete Kelso:

training. And what I realize is that marketing is a part of

Pete Kelso:

everything. Marketing is a part of that training that they're

Pete Kelso:

giving to their dealers. Marketing is a part of the

Pete Kelso:

education in the sales process. And that the more that you can

Pete Kelso:

put marketing into messaging and realize how important it is to

Pete Kelso:

connect with people, the more you can get the right message

Pete Kelso:

across. And so it's all not necessarily about finding that

Pete Kelso:

audience, but having the right message for that audience. So

Pete Kelso:

not just finding but knowing the audience and now fast forward to

Pete Kelso:

where I am now. And that's literally what we do at full

Pete Kelso:

throttle is we identify anonymous website visitors and

Pete Kelso:

create audiences and opportunities for businesses to

Pete Kelso:

reach them. And so I don't get so much involved in the

Pete Kelso:

messaging and the content right now. But it's really exciting to

Pete Kelso:

be able to create at bats for businesses and connect those at

Pete Kelso:

bats and those opportunities to actual sales and we do

Pete Kelso:

that by identifying and marketing and then measuring and

Pete Kelso:

connecting those dots, which I know, you as an analytics guru,

Pete Kelso:

could you could talk all day about attribution. And it's

Pete Kelso:

really nice when it's simple. When it's, here's Person A,

Pete Kelso:

here's all the stuff that we sent them, did they buy or not?

Pete Kelso:

And so you don't have to worry about an impression or lift, you

Pete Kelso:

can connect one to one. And so, so full circle. That's where

Pete Kelso:

that's where I started, and who knows where I'll go.

Guy Powell:

Yeah, absolutely. And, and you're so right about

Guy Powell:

the one to one and being able to connect the dots. And that's

Guy Powell:

certainly what our business is about in terms of analytics. But

Guy Powell:

it's also interesting, Jamie Turner, a good friend of mine,

Guy Powell:

he just finished a book called an Audience of One, which is

Guy Powell:

hyper targeting, and almost getting down to that one to one

Guy Powell:

marketing. And so really, really, really true in

Guy Powell:

marketing. If you can get down to that audience of one and be

Guy Powell:

able to scale your messages, and what have you to that it really

Guy Powell:

makes a big difference. I also like your story about going out

Guy Powell:

and being the babysitter, my son went the other way. He was a

Guy Powell:

babysitter. And then he went and did his marketing. He did a

Guy Powell:

whole bunch of, you know, mailbox posts and what have you

Guy Powell:

and stuffed the mailboxes. And he started a lawn service. And

Guy Powell:

he was he was great at it. He made some good money doing that.

Pete Kelso:

Yeah, I never made money at either of them. But I

Pete Kelso:

just figured if they're going to give me free pizza, to sit and

Pete Kelso:

watch TV at their house, that's a whole lot easier than sweating

Pete Kelso:

it out in the in the backyard. But

Pete Kelso:

I think I stuck to the lawn mowing for the most part.

Guy Powell:

Yeah, no, he actually did pretty good. He had

Guy Powell:

one or two guys working with him and he bought equipment, he

Guy Powell:

bought a weed whacker and what have you and and he was really

Guy Powell:

able to, you know, offer a good service, make some good money,

Guy Powell:

buy the equipment, and then sell it. And so he did pretty good.

Guy Powell:

But enough about that. That's, I like though that that bringing

Guy Powell:

that, that that concept that marketing is in is in

Guy Powell:

everything. And certainly when you're marketing for the

Guy Powell:

automotive companies where their budgets are in the billions, you

Guy Powell:

really get to see how marketing can do every last little thing.

Guy Powell:

And it's just, I find it fascinating. I find that

Guy Powell:

absolutely fascinating.

Pete Kelso:

It absolutely is in those big budget programs, they

Pete Kelso:

have so many stakeholders involved that even just pitching

Pete Kelso:

and launching a big program like that you have to create a

Pete Kelso:

marketing campaign around a pitch sometimes to make sure

Pete Kelso:

that you can really check the box for every single one of

Pete Kelso:

those stakeholders in play. Nice. But yeah, Chevy's still

Pete Kelso:

around, I guess it's because of me.

Guy Powell:

Yeah, exactly. Good. Good. Yeah. Good way to do that.

Guy Powell:

That's fantastic. So well, unfortunately, though, the the

Guy Powell:

future here, certainly with COVID. And what have you is a

Guy Powell:

little bit uncertain. Hopefully, it's getting more certain. So

Guy Powell:

what do you see as the challenges coming up for 2022?

Guy Powell:

For marketers, big ones, and small ones, and any of them

Guy Powell:

across the board?

Pete Kelso:

Well, I think obviously, we know that there's

Pete Kelso:

changes happening every single day when it comes to privacy.

Pete Kelso:

And the cookieless world is on the horizon, or we're already in

Pete Kelso:

it. So that's that's a known challenge that I think

Pete Kelso:

everyone's aware of. But I think as how it relates to COVID is

Pete Kelso:

that we're going to continue to see especially on digital is

Pete Kelso:

more at home shoppers, more people in their in their

Pete Kelso:

households, that are going through that that entire

Pete Kelso:

customer journey, or maybe a larger portion of that customer

Pete Kelso:

journey. Because COVID was pretty well timed with a very

Pete Kelso:

challenging time for brick and mortar retail, for all of these

Pete Kelso:

other factors. That was really unfortunate for a lot of, I

Pete Kelso:

guess, marketers and retailers that were struggling to reinvent

Pete Kelso:

their journey. Maybe it's a push in the right direction, where

Pete Kelso:

they just needed to go all in on digital, and figure out a way to

Pete Kelso:

create a more unique customer experience if if they're going

Pete Kelso:

from digital to some sort of in person or brick and mortar. So I

Pete Kelso:

think the main challenge that I see is really just connecting

Pete Kelso:

that experience. How do you connect it not so not just from

Pete Kelso:

a, an analytics in a marketing and a measurement standpoint,

Pete Kelso:

but how do we do it in a way that can impact and drive

Pete Kelso:

consumer behavior. And so that's what's exciting for me and why I

Pete Kelso:

like where I'm at is that, like I mentioned, I'm not so much

Pete Kelso:

involved in the messaging, but to be able to provide those

Pete Kelso:

opportunities for marketers, to be able to talk with agency

Pete Kelso:

leaders on a daily basis, big and small, in different

Pete Kelso:

industries and different brands and find different ways ways

Pete Kelso:

that we can help them through creating those opportunities by

Pete Kelso:

creating opportunities for reach and measurement, to have those

Pete Kelso:

complement what they're already doing. And I think, you know,

Pete Kelso:

you mentioned I searched for the curious I do. And I never

Pete Kelso:

claimed that we're going to be this one size fits all the only

Pete Kelso:

solution that you'll ever need again. And I think anybody who

Pete Kelso:

is taking that sort of approach really needs to pick their head

Pete Kelso:

up out of the sand and realize that it's going to be a number

Pete Kelso:

of different things that and factors and new tools and

Pete Kelso:

solutions that have to be incorporated, and that the right

Pete Kelso:

partners are the ones that are willing to be flexible, that are

Pete Kelso:

willing to listen and learn and then present with a more open

Pete Kelso:

minded nature. And not this one size fits all approach. So the

Pete Kelso:

most exciting conversations that I have going on, besides the

Pete Kelso:

ones where they just say, Yeah, I'll take it, let's let's, let's

Pete Kelso:

start doing business, I'll send you a PO, which rarely happens

Pete Kelso:

are the longer ones where I'm learning about what their needs

Pete Kelso:

are, where we as a company are learning about ways that we can

Pete Kelso:

check different boxes and be flexible, but in a scalable way,

Pete Kelso:

and making new partnerships and strategic partnerships with

Pete Kelso:

other solution providers so that we can sort of work together to

Pete Kelso:

solve those problems, which is what I did a lot of when I

Pete Kelso:

worked on the Chevy account, because there was always 10

Pete Kelso:

different companies and stakeholders and stages. So to

Pete Kelso:

see it on all small and large scale on a daily basis is it's

Pete Kelso:

exciting for me, and I think those curious ones that are

Pete Kelso:

seeking out new technology and solutions, I sure hope that they

Pete Kelso:

find me or that I find them.

Guy Powell:

Yeah, you're right about the curiosity. And the and

Guy Powell:

I think a lot of you know, especially what I would say are

Guy Powell:

the best in class marketers are the ones that really, that

Guy Powell:

really look and are curious about new opportunities to be

Guy Powell:

able to do with that one little thing significantly better. I

Guy Powell:

really like your, your your mentioned to about the customer

Guy Powell:

experience, and I was talking to a friend of mine about that the

Guy Powell:

other day and, and I was using Apple as as an example, when you

Guy Powell:

buy an Apple phone. And and now I haven't bought an Android, but

Guy Powell:

you when you buy an Apple phone, for example, certainly the the

Guy Powell:

customer experience starts even before you buy it, then you

Guy Powell:

actually, you know, do your investigation, okay, so you buy

Guy Powell:

it and you get it, you get this little box and what have you,

Guy Powell:

and you bring the box home and it says really well laid out

Guy Powell:

box. So they've already gone from the pre sale to the sale.

Guy Powell:

And now you're in the post sale and you open up the box, or you

Guy Powell:

open up the laptop or the iPods or whatever it is. And it's got

Guy Powell:

all this stuff that's perfectly laid out. And so now they've got

Guy Powell:

the customer experience, right to the post sale. And people are

Guy Powell:

then are going to talk about that they're going to go on

Guy Powell:

social about that are going to tell their friends about maybe

Guy Powell:

not only that, but you know, certainly the product and that

Guy Powell:

whole experience, and what Steve Jobs was able to put together,

Guy Powell:

you know, for all of Apple really, really makes a

Guy Powell:

difference. So you know, that experience is a is that customer

Guy Powell:

experience. Journey is really so critical.

Pete Kelso:

Yeah. And it goes to show you the value, it's

Pete Kelso:

unquantifiable the value of acquiring a customer that's

Pete Kelso:

going to become part of your advocate army. And, you know, we

Pete Kelso:

deal with whether it's a home services company that's smaller,

Pete Kelso:

or a giant brand like that, you know, there's a there's a brand

Pete Kelso:

I can't mention in the on the golf industry that we're talking

Pete Kelso:

with. And my father in law, just bought a new club from them. And

Pete Kelso:

he is as brick and mortar as it comes, wants to you know, if

Pete Kelso:

he's buying a new bike, he literally went to the store so

Pete Kelso:

much that when my mother in law came in to finally buy the bike,

Pete Kelso:

that was his gift, but he had to do like nine months worth of

Pete Kelso:

research, they were happy to finally get him out of their

Pete Kelso:

hair, right? He's a great guy, but he's an advocate for them

Pete Kelso:

now. And now for him to go through that experience

Pete Kelso:

digitally. He he is going to tell everybody, not how he's

Pete Kelso:

hitting that driver, but about that experience. And you can't

Pete Kelso:

quantify that value. So if I can give more opportunities for

Pete Kelso:

people to become advocates that you know, it's it's really fun.

Pete Kelso:

And I think that the some of the stuff my dad told me, he's a

Pete Kelso:

he's a retired painting contractor. And he said,

Pete Kelso:

commerce follows the path of least resistance. And I think

Pete Kelso:

making that experience, fun and easy is something that the ones

Pete Kelso:

that are doing it right they just have down and that creates

Pete Kelso:

that advocacy. You know, I like the example of like Ikea

Pete Kelso:

furniture that their instructions have no language,

Pete Kelso:

right? They sell it all over the world and like every other

Pete Kelso:

catalog or instructions that you open up and you see all those

Pete Kelso:

other languages, your head immediately starts to spin, you

Pete Kelso:

lose the page that you're on. But IKEA takes a different

Pete Kelso:

approach, and just keeps it simple. And a lot of us feel

Pete Kelso:

like it's like we're playing adult Legos, when we're putting

Pete Kelso:

together that furniture that looks nice that lasts, but that

Pete Kelso:

that experience goes beyond the sale. And I think that's what

Pete Kelso:

creates that advocacy. And when someone puts together an Ikea

Pete Kelso:

set of furniture, they usually like to tell them somebody else,

Pete Kelso:

yeah, I put this together, it was easy, it was a lot easier

Pete Kelso:

than I thought. And, you know, to see that and feel that

Pete Kelso:

experience with Apple, I mean, they, they're always at the top

Pete Kelso:

of the list when it comes to that experience. And that the

Pete Kelso:

amount of thought that's put around every single point in

Pete Kelso:

that process, you know, and it really never ends.

Guy Powell:

Yeah, absolutely. And, you know, it's them as well

Guy Powell:

as even Amazon, they kind of they just to your point, they

Guy Powell:

set the standard for customer experience and shopping

Guy Powell:

experience on Amazon and and then when you go to another

Guy Powell:

company in any industry, and you want to buy with some furniture

Guy Powell:

and and if they don't have that same kind of experience, you go

Guy Powell:

man, this is there just like, you know, decades behind what

Guy Powell:

what I could be doing, compared to what Apple and Amazon are

Guy Powell:

actually doing today. And, and really leading the industry.

Guy Powell:

That's that's for sure.

Pete Kelso:

Yeah. And I think that sounds like opportunity to

Pete Kelso:

me, those are the people I'm always trying to find, you know,

Pete Kelso:

furniture industry is a great example. Because there are all

Pete Kelso:

these independent furniture retailers out there that may or

Pete Kelso:

may not have a robust website, maybe they don't even have the

Pete Kelso:

ecommerce capabilities incorporated into their site.

Pete Kelso:

And they want to get people to their store. And that's great.

Pete Kelso:

But to find those people to nurture them, to get them down

Pete Kelso:

to that funnel, you've got to have that storefront that's

Pete Kelso:

everywhere, and that that's the web. And so if you can start

Pete Kelso:

that experience there and give that option so that it's not

Pete Kelso:

just this appointment, you know, driven, I have to go to the

Pete Kelso:

store when I find time. But really cater that experience

Pete Kelso:

around the customer. It really doesn't matter what you're

Pete Kelso:

selling. So my advice to anybody would be, make sure your front

Pete Kelso:

door is always open and inviting. And that front door is

Pete Kelso:

your website.

Guy Powell:

Yeah, yeah. And to your point as well, from before

Guy Powell:

that COVID. And then this lockdown, and it really forced a

Guy Powell:

lot of the retailers to relook at what was going on in the

Guy Powell:

digital space, because that was their front door there

Guy Powell:

otherwise, their front door, their physical front door was

Guy Powell:

locked and was staying locked for quite a while one of our

Guy Powell:

clients as well, they took that time and redid their back end on

Guy Powell:

there, it redid their their whole website, and so that they

Guy Powell:

were much better and much more focused on the E commerce

Guy Powell:

experience and then looking at ways to offer new new products

Guy Powell:

and services over you know, through E commerce as opposed to

Guy Powell:

just the just the brick and mortar.

Pete Kelso:

Yeah, and you're talking about new services look

Pete Kelso:

at look at the restaurant industry and how much that is,

Pete Kelso:

is changed because people are starting to go back out or they

Pete Kelso:

are going back out. Now. You know, the poor restaurants are

Pete Kelso:

still having a difficult time with resourcing and staffing.

Pete Kelso:

But I think one of the reasons is because they're doing so much

Pete Kelso:

more carry out business now in this new, you know, obviously

Pete Kelso:

they were doing it before, but now they have this whole new

Pete Kelso:

revenue stream. And you know, you think about that customer

Pete Kelso:

experience. And I sometimes think as I'm sitting in a

Pete Kelso:

restaurant, why is it taking me longer to get my food when I

Pete Kelso:

don't necessarily see a packed restaurant. And then I look over

Pete Kelso:

by the front door and I see a giant stack of carry out orders.

Pete Kelso:

And I think what a good problem for that restaurant to have. But

Pete Kelso:

they've got to figure out how do we make sure that it doesn't

Pete Kelso:

impact the customer experience for the folks that are in there

Pete Kelso:

especially because a lot of times those are higher profit

Pete Kelso:

margin customers because they're having the alcoholic beverages

Pete Kelso:

and things like that. But really, you've got it, you've

Pete Kelso:

got to look at it from all angles. And that front door

Pete Kelso:

always needs to be open to to grow. But, you know, we use the

Pete Kelso:

the analogy because our technology was made for car

Pete Kelso:

dealerships. And you can think of it both ways. But we would

Pete Kelso:

say if if 100 People came into your store or your dealership,

Pete Kelso:

you'd want to greet smile at ask every single one of them can I

Pete Kelso:

help you, right? So that's what we want to design our websites

Pete Kelso:

to be able to do. And everybody's fighting for

Pete Kelso:

attention conversions to try to to bring those people in through

Pete Kelso:

the funnel. But then if you look at it the other way, you got to

Pete Kelso:

make sure at least for that restaurant example that you're

Pete Kelso:

not making the person that is in the store feel like you're

Pete Kelso:

saying hi to much to the people on the website. So it's a it's a

Pete Kelso:

difficult balance but I think a good problem to have and you're

Pete Kelso:

seeing You know, in a lot of other industries anyway that you

Pete Kelso:

can put more doors out there. It's a good thing.

Guy Powell:

Yeah, absolutely. And you know, your restaurant

Guy Powell:

restaurant example. I don't I don't think the concept of the

Guy Powell:

ghost kitchen was out there prior to COVID. And and now one

Guy Powell:

of the clients we've been working with, they actually

Guy Powell:

started two brands, and another friend of ours, who, who has a

Guy Powell:

restaurant chain, they've started two other brands as well

Guy Powell:

as ghost kitchens where you can only buy them on DoorDash or

Guy Powell:

only buy them on on UberEATS. And what a what a fascinating

Guy Powell:

change that took place. Because I hope, and I think to on those

Guy Powell:

delivery customers, you don't get the alcohol revenue and the

Guy Powell:

alcohol margins. But I think you're paying then the list

Guy Powell:

price, so to speak, or you can plan and really optimize the

Guy Powell:

costs and the pricing to those because you now have volume to

Guy Powell:

be able to to calculate again. So very interesting concept.

Guy Powell:

Very, very interesting. And especially if you don't have

Guy Powell:

staff, if you got enough cooks staff, but you don't have enough

Guy Powell:

waitstaff you have then the ability to use that fixed asset

Guy Powell:

of the kitchen. Plus you have kitchen staff to be able to

Guy Powell:

deliver that. That that delivered that delivered meal.

Guy Powell:

Yeah, no dishes to wash either. Right. Oh, good point. Yeah,

Guy Powell:

absolutely. Absolutely. Although I don't know how green those

Guy Powell:

packages are with all that Styrofoam. Yeah, I know. Yeah.

Guy Powell:

Yeah. That's the that's the conundrum. I see. But that's a

Guy Powell:

whole nother discussion. We'll do that later on.

Pete Kelso:

Yeah. All the world's world's problems in one

Pete Kelso:

call, right?

Guy Powell:

Yeah, that's right. Exactly. So Well, anyway, you've

Guy Powell:

talked a little bit about full throttle, why don't you give us

Guy Powell:

kind of the like a really good case study, or an example of how

Guy Powell:

full throttle has been able to enhance the sales of one of your

Guy Powell:

clients? Sure.

Pete Kelso:

I mean, you know, we talked about furniture. And I

Pete Kelso:

think that's, that's really one that I think is exciting. You

Pete Kelso:

know, you think of businesses that have been doing things one

Pete Kelso:

way for a long time. And then they sort of get maybe not

Pete Kelso:

dragged, but you know, kind of nudged into the digital game,

Pete Kelso:

but they don't know where it's going to lead them. Right. So

Pete Kelso:

make most furniture independent retailers don't want to be in

Pete Kelso:

the E commerce game, or they don't even have that ability.

Pete Kelso:

But we want them to be found, we want them to be able to compete

Pete Kelso:

against those giants, that are taking a big share out of the

Pete Kelso:

market. And what those giants aren't doing, as well as these

Pete Kelso:

independent retailers is taking care of those customers inside

Pete Kelso:

of their own stores, right? Even the best customer service that

Pete Kelso:

you see online, it's never going to match what John Smith, the

Pete Kelso:

furniture owner in store owner in Tennessee, can do at a local

Pete Kelso:

level. So I love the fact that we're able to take our

Pete Kelso:

technology, and help these businesses that are already

Pete Kelso:

figuring out how to get found online. Because they've

Pete Kelso:

strengthened their SEO, they're putting their inventory out

Pete Kelso:

there there. Their whole goal, though, is to take that website

Pete Kelso:

experience and push it down the funnel to get these people to,

Pete Kelso:

to keep them engaged and to get them to come into the store. And

Pete Kelso:

what we've done is be as partner with, you know, one specific

Pete Kelso:

agency who, who did a great job, and does a great job at creating

Pete Kelso:

that widening that funnel for them. But to help them bring

Pete Kelso:

those customers down the funnel. And you have to do it by

Pete Kelso:

identifying them. So we can take an anonymous website visitor,

Pete Kelso:

and we know their name, their address, the source that they

Pete Kelso:

came in on all from one single privacy compliant location

Pete Kelso:

share. What that does is it creates an opportunity to reach

Pete Kelso:

that customer. But it also creates an opportunity to

Pete Kelso:

measure that customer so that they can get an idea of what

Pete Kelso:

does it take to get somebody to come into the store? What does

Pete Kelso:

that average shopping timeline look like? How can we influence

Pete Kelso:

that journey through increased communication and through, you

Pete Kelso:

know, a much more targeted approach to retargeting. And

Pete Kelso:

we've gone even a step further and added AI into that mix.

Pete Kelso:

Because we're now up to over 52 million shoppers that we've

Pete Kelso:

watched, we've identified and watched all the way through the

Pete Kelso:

sales cycle, and then gotten that match back information to

Pete Kelso:

be able to close the loop for attribution so that we can match

Pete Kelso:

an identified household with an actual sale. So now that our AI

Pete Kelso:

has learned and learned and learned and learned, it's

Pete Kelso:

actually doing more than just showing you what's going on and

Pete Kelso:

it influences the way that we retarget with direct mail. So we

Pete Kelso:

have this product called Smart mail, where you get retargeted

Pete Kelso:

with a with a mailer. in your mailbox three days after our

Pete Kelso:

technology is identified you on a website as an anonymous

Pete Kelso:

shopper, right? So everybody's using cookies to retarget. And

Pete Kelso:

they don't necessarily know who they're reaching right that in

Pete Kelso:

their reaching devices, but we're reaching a household and

Pete Kelso:

now that our AI has learned and learned and learned, we're not

Pete Kelso:

just going to send that mailer to every single one we identify,

Pete Kelso:

we're going to send the mailers to those that deserve it. And

Pete Kelso:

after 2 million samples, we know that if our AI says you're ready

Pete Kelso:

to buy, you're three times more likely to buy. So when we can

Pete Kelso:

identify that continue to measure, we can be

Pete Kelso:

discriminatory on who we want to send that mailer and help manage

Pete Kelso:

the costs of a campaign, and still show attribution and only

Pete Kelso:

send the mailers to those who really deserve it. And we've

Pete Kelso:

seen increased growth for these independent retailers on a large

Pete Kelso:

scale and seeing increased budgets for direct mail because

Pete Kelso:

they're seeing the return there. It's not a spray and and pray it

Pete Kelso:

never really was for us because we knew who we were sending it

Pete Kelso:

to. But if we were to compare how we used to use direct mail

Pete Kelso:

to retarget to now we used to be spray and pray, we find an

Pete Kelso:

audience and we'd spray them all with a mailer. Now we're finding

Pete Kelso:

an audience, we're measuring that audience and we're

Pete Kelso:

strategically retargeting so to see that maturation in the way

Pete Kelso:

that we can help retailers and to see it work on the retail

Pete Kelso:

level, every month to hear my agency partners asking when the

Pete Kelso:

dashboard is going to be updated with the sales feed that they

Pete Kelso:

just sent me. That's great, because I know that means

Pete Kelso:

they're excited to share that information down to their end

Pete Kelso:

client and to have advertisers or advertising agencies excited

Pete Kelso:

for that monthly check in meeting with their client is

Pete Kelso:

something that tells me we're doing something right and we're

Pete Kelso:

making a difference on on the business level for the end

Pete Kelso:

client. And my you know, my one of my resellers says, What does

Pete Kelso:

it do for my client is always what they want. And so now they

Pete Kelso:

don't have to ask, they can see it right there for them. So I

Pete Kelso:

think that that's a great success story. And then what's

Pete Kelso:

exciting to me is seeing how every single business and

Pete Kelso:

industry has a different set of needs. And I touched on it a

Pete Kelso:

little bit earlier that we can be flexible, and create a

Pete Kelso:

program within the concentrates constraints of our, you know,

Pete Kelso:

our ability to still to continue to scale and control the control

Pete Kelso:

the quality of how we deliver for our customers, that maybe

Pete Kelso:

you don't need everything, maybe it's just a data and a first

Pete Kelso:

party export relationship but to be able to have those type of

Pete Kelso:

conversations where it's you want to buy something off the

Pete Kelso:

menu, we've got something that's perfect for you, or this is a

Pete Kelso:

much bigger conversation, let's bring in the additional

Pete Kelso:

stakeholders, let's let's figure it out, is something that we

Pete Kelso:

love to do as well. So I'm excited about the future.

Guy Powell:

Yeah, absolutely. And it is a fascinating approach

Guy Powell:

and one of the things that we've always found in from an

Guy Powell:

analytics perspective is if you can identify your prospects out

Guy Powell:

of the huge opportunity or the whole base of you know,

Guy Powell:

prospects but identify those prospects that have the behavior

Guy Powell:

that they're ready to buy and then invest a little bit more in

Guy Powell:

marketing or the right amount of money in marketing to

Guy Powell:

strategically go after them. The ROI on that is enormous and

Guy Powell:

that's that's where I really think your technology is being

Guy Powell:

almost a game changer is pretty pretty fascinating. And and I

Guy Powell:

think too if you're a you know a customer of yours and you have

Guy Powell:

it before your your direct competitors, you're just gonna

Guy Powell:

you know blow their socks off for quite a while. Yeah. Now I

Guy Powell:

know you work in the quite a bit in the automotive industry and

Guy Powell:

so my wife and I just started looking for a new car and and

Guy Powell:

now we haven't gotten any direct mail yet but that may be because

Guy Powell:

we haven't gone after the we haven't gone to the dealerships.

Guy Powell:

We spent most of our time on the on the manufacturer sites, but

Guy Powell:

it was kind of interesting so we were looking for you know,

Guy Powell:

Hyundai key Ford Chevy we were looking at all the SUVs and the

Guy Powell:

only one that is clearly now targeting us directly and coming

Guy Powell:

at us with in connected TV is Hyundai and so we're seeing now

Guy Powell:

I'm getting the Tucson the Santa Fe and I can't remember what the

Guy Powell:

other ones are and it's like constant now when we're watching

Guy Powell:

any kind of a any kind of a program it's bang bang bang with

Guy Powell:

you know, Hyundai Hyundai Hyundai, so they they definitely

Guy Powell:

are doing a good job at targeting and and if that's what

Guy Powell:

you're doing now with direct mail and helping those

Guy Powell:

dealerships to really send the stuff to the right people at the

Guy Powell:

right time that that will make an enormous difference. Oh,

Pete Kelso:

it will. And we're doing it on on television as

Pete Kelso:

well, too. We're just about to launch smart scheduler, which is

Pete Kelso:

a partnership we have with spectrum rich and effective.

Pete Kelso:

And, you know, this tells me that that I'm working with a

Pete Kelso:

company that has their act together that we have

Pete Kelso:

partnerships with companies at that level that they see the

Pete Kelso:

need, it enhances the value of their products, because they're

Pete Kelso:

able to use our ability to identify to create those target

Pete Kelso:

markets. But it's not just our ability to identify, it's the

Pete Kelso:

fact that we for the right types of purchases, if we can get that

Pete Kelso:

match back information, and then close that loop, they can show

Pete Kelso:

attribution on, you know, on a TV spot, and to do that at the

Pete Kelso:

hyper local level. For smaller businesses, I think it's it's a

Pete Kelso:

really much a leg up. Because again, there's a lot of spray

Pete Kelso:

and pray when it comes to broadcast media. And, you know,

Pete Kelso:

we call it building awareness. And that's great. But if you've

Pete Kelso:

got somebody who's already aware, like someone like you

Pete Kelso:

that you mentioned that, out of all those OEMs, you're dealing

Pete Kelso:

with that the memorable one is Hyundai, that's retargeting you

Pete Kelso:

and found a way to kind of stay in your mind. Because you're

Pete Kelso:

beyond awareness. Now there, you're starting to get lower

Pete Kelso:

down into the funnel. And pretty soon you're going to act. So if

Pete Kelso:

you can combine that on the OEM level, and then when you get to

Pete Kelso:

the retail level, and you find the right site that maybe as a

Pete Kelso:

partner of ours, then we'll be able to continue that

Pete Kelso:

conversation with you. And then that business will be able to

Pete Kelso:

measure that. And they when you can get a sense of what that

Pete Kelso:

true timeline looks like not after you've become a lead or

Pete Kelso:

been converted, it really changes the way that you look at

Pete Kelso:

how you're messaging. And so again, that's always a cherry on

Pete Kelso:

top, you know, we want to be able to show direct ROI

Pete Kelso:

connecting sales to households. But if you can do that, and then

Pete Kelso:

you have the validity to say this is your true buyer journey.

Pete Kelso:

And this is this is how many of those people bought within the

Pete Kelso:

first five days versus the next five days? How does that

Pete Kelso:

influence your strategy, we don't necessarily want to get

Pete Kelso:

involved into the weeds about those strategy conversations,

Pete Kelso:

we're open to have them but we want to be careful and let the

Pete Kelso:

strategy people make their decisions on their own. But you

Pete Kelso:

know, I use the metaphor of at bats, those are at bats for

Pete Kelso:

strategy people. So not only are we getting at bats for

Pete Kelso:

marketers, and messengers and content people to drive

Pete Kelso:

behavior, but the strategy people are looking at that

Pete Kelso:

timeline and all this different, these different elements that

Pete Kelso:

just come with the measurement, that that's really the icing on

Pete Kelso:

the cake, and why it's exciting for me and sometimes confusing,

Pete Kelso:

and whose attention am I going to be able to get, you know, at

Pete Kelso:

a big brand or at a big agency? Or even in a smaller one? What's

Pete Kelso:

the need? You know, I could come in thinking it's one thing and

Pete Kelso:

then it could be the other. But it's nice to have something that

Pete Kelso:

checks a lot of boxes.

Guy Powell:

Yeah, absolutely. And I'm going to shift a little

Guy Powell:

bit on the on the conversation, but it kind of all holds

Guy Powell:

together. So when Hyundai advertised to us, and it was

Guy Powell:

directly the SUV, you know, it was pretty obvious to me that we

Guy Powell:

were being retargeted. And my wife is sitting there and I says

Guy Powell:

well, what do you think? And she's Oh, yeah, you know, she

Guy Powell:

didn't really understand. And I said, well, that that targeting

Guy Powell:

that they're doing is because they have identified us

Guy Powell:

specifically based on our visit to the website. And she goes,

Guy Powell:

Oh, I don't like that. So which then gets to the I mean, she

Guy Powell:

didn't know it. So she didn't see it as kind of being creepy.

Guy Powell:

But as soon as you pointed out to her, she goes, Oh, that's

Guy Powell:

kind of creepy. I don't know if I like that. And so that kind of

Guy Powell:

moves us now into kind of the the privacy piece and the

Guy Powell:

cookieless future piece. And so let's let's talk about that a

Guy Powell:

little bit. Let's talk about the what marketers need to really

Guy Powell:

think about as it relates to the the cookieless piece, the

Guy Powell:

cookieless future and how privacy needs to be definitely

Guy Powell:

carefully guarded, but also as a part of this whole future.

Pete Kelso:

Yeah. And that is the line we walk right that line

Pete Kelso:

of intrusiveness. Because sometimes a little bit of

Pete Kelso:

intrusiveness is what you need to continue that conversation.

Pete Kelso:

But being too intrusive, can be quite off putting. What I like

Pete Kelso:

about what we do is that everything is based on a user

Pete Kelso:

action, that we're not going after somebody until they come

Pete Kelso:

to the specific site. The first thing that they do is they share

Pete Kelso:

their location. Most people when they share their location, they

Pete Kelso:

have a sense that that information is going to be used

Pete Kelso:

to improve their buying or shopping experience. If you

Pete Kelso:

don't share your location. We're not going to bother you because

Pete Kelso:

we can identify you. But if you share Your location, what we

Pete Kelso:

want to do is give that brand the opportunity to reach you.

Pete Kelso:

And it's really up to us, I think to make sure that we have

Pete Kelso:

the right type of partners. And you know, there's certain

Pete Kelso:

industries like medical, for example, where there's

Pete Kelso:

restrictions from HIPAA, but it's all about that user action

Pete Kelso:

first that, that we, you know, we may not be a fit for some

Pete Kelso:

industries, because ethically, they just don't like to go to

Pete Kelso:

market like that. And we fully respect that, we don't try and

Pete Kelso:

hide behind the fact that what we're doing is literally

Pete Kelso:

resolving identity. And you go from anonymous to name, address,

Pete Kelso:

and most importantly, what source brought you in. So what

Pete Kelso:

we want to do for marketers is help them see that return,

Pete Kelso:

because we don't exist if someone didn't already come to

Pete Kelso:

the site. So a site's doing something to drive that traffic.

Pete Kelso:

They're creating SEO content, they're, they're optimizing

Pete Kelso:

their site, they're paying for media, they're trying to grab an

Pete Kelso:

audience. So all we're trying to do is take that audience,

Pete Kelso:

identify them when they're willing, when they opt in, and

Pete Kelso:

then give an opportunity for that brand to reach back out

Pete Kelso:

with the right messaging to help them move those consumers and

Pete Kelso:

then to be able to tie that together. It's great to be

Pete Kelso:

insulated from the cookie world, because, frankly, I wish they

Pete Kelso:

would have pulled the plug on it months ago, it probably would

Pete Kelso:

help me find more curious people out there. So I really do love

Pete Kelso:

the way that we've taken the approach from the very beginning

Pete Kelso:

of we saw the writing on the wall years ago and said, We're

Pete Kelso:

going to use location based identification, and it's going

Pete Kelso:

to be transparently opted in. And you know, as consumers can

Pete Kelso:

continue to become more savvy, I think that's where there might

Pete Kelso:

be a little bit more strategy involved in that exchange for

Pete Kelso:

location, you know, how, how can you present it differently,

Pete Kelso:

present value, when you're building awareness, I think

Pete Kelso:

that's really where it's, in my opinion going to come that

Pete Kelso:

you've got to find the right audiences and build the right

Pete Kelso:

awareness to target these people that are in market. And if

Pete Kelso:

they're in market, I think that they're always going to be more

Pete Kelso:

apt to, to share their location. And then it's on the marketers

Pete Kelso:

to do the right thing with that information. And, you know,

Pete Kelso:

having a partner that's completely securing that first

Pete Kelso:

party data that isn't sharing it, we don't share, we work with

Pete Kelso:

1000s of websites, we don't share information between any of

Pete Kelso:

the others. And if there's ever a conflict between, you know,

Pete Kelso:

one reseller in a different industry, we make sure to keep

Pete Kelso:

things separate, because it's really all about that customer,

Pete Kelso:

their traffic and those households and attributing those

Pete Kelso:

households back to their sales, and then it's in a fault, and

Pete Kelso:

it's all in its own silo. So we have a lot of those silos over

Pete Kelso:

at full throttle, it'll be interesting to see how, how

Pete Kelso:

people navigate it in the future. But I think the data is

Pete Kelso:

currency, that first party data is currency. And what we like to

Pete Kelso:

say is own your data. So to be able to break down the walled

Pete Kelso:

gardens of big tech to be able to give someone the opportunity

Pete Kelso:

to take their traffic that they earned, because they drove that

Pete Kelso:

traffic to their site. And their front door, people knocked and

Pete Kelso:

say you can go and take that inactivate it agnostic of any

Pete Kelso:

platform, and whatever they buy, if you tell us not who they are,

Pete Kelso:

but literally when they bought and what their address is, we

Pete Kelso:

keep all that those names out of the mix, when we're exchanging,

Pete Kelso:

then we can make those connections and we show you your

Pete Kelso:

attribution. Do we offer activations? Yeah, we are

Pete Kelso:

offering them with the with the big tech, and we're happy to do

Pete Kelso:

so. But if a client or partner has a good thing running, that's

Pete Kelso:

where I mentioned, it's great to be able to have the ability to

Pete Kelso:

say, we can enhance, not disrupt what you're doing. And if you

Pete Kelso:

want us to handle it all we can do that. But if you want us to

Pete Kelso:

just enhance, we can do that as well, and sort of figure out on

Pete Kelso:

a case by case basis, how individual customer, each

Pete Kelso:

individual.

Guy Powell:

So what are you because I you know, one of the

Guy Powell:

one of the things that I think marketers have a real challenge

Guy Powell:

with is, there's a lot of really good technology coming out them.

Guy Powell:

And you know, and unfortunately, it's kind of tough to weed out

Guy Powell:

the ones that are might be good, but they're not good for their

Guy Powell:

industry. So what do you do? What do you where do you what

Guy Powell:

kind of data source news sources or whatever what do you really

Guy Powell:

see as your source for really good marketing technology

Guy Powell:

coming? Coming down the line that would be valuable for for

Guy Powell:

for marketers nowadays,

Pete Kelso:

you know, there's there is there's so much out

Pete Kelso:

there, there's so much that does similar things and And there's a

Pete Kelso:

lot of people that are invested in similar products, or maybe

Pete Kelso:

something that maybe isn't as good as what we have. And so

Pete Kelso:

what I have to constantly remember is that it's a

Pete Kelso:

marathon, not a sprint, that the more that I can plant seeds of

Pete Kelso:

knowledge, or I like to say, be an arrow in the quiver of people

Pete Kelso:

out there companies out there, the better because the timing is

Pete Kelso:

never as perfect as it is for me, I you know, so we have to be

Pete Kelso:

persistent on our team to make sure that we're staying out

Pete Kelso:

there that we that we're not putting all of our energy into

Pete Kelso:

one specific opportunity, or have these expectations that

Pete Kelso:

just because we know that or think that it might work, that

Pete Kelso:

there haven't been two years worth of conversations and

Pete Kelso:

decisions made to get them to where they are. And and I saw

Pete Kelso:

that a ton when I worked on the Chevrolet campaign or the

Pete Kelso:

Chevrolet account, because you're talking about a giant

Pete Kelso:

brand. That nothing is simple. It's not it's no knock on

Pete Kelso:

Chevrolet, their giant brand, they're all over the world. And

Pete Kelso:

one little domino can create a whole lot of confusion. So

Pete Kelso:

things have to be timed up the right way. And I think from my

Pete Kelso:

perspective, I'm less focused on what else is out there, and the

Pete Kelso:

competition and staying up to date on things because I want to

Pete Kelso:

be more focused on finding more brains to plant that seed of

Pete Kelso:

knowledge in and nurturing those conversations, and listening and

Pete Kelso:

learning about where the problems are not necessarily

Pete Kelso:

other solutions that are out there. Because we want to make

Pete Kelso:

sure we learn first, and then walk, crawl, really walk and

Pete Kelso:

then run. And even when we form a new partnership, the first

Pete Kelso:

thing that we do with our technology is literally put it

Pete Kelso:

on a website. And we don't do any activations all and we don't

Pete Kelso:

charge anything for this. We call it our data trial and

Pete Kelso:

learn. Because the first thing we want to do, even after we've

Pete Kelso:

learned and learned and learned about the prospect and what

Pete Kelso:

their needs are and how we could potentially solve problems for

Pete Kelso:

them. The road meets the rubber on the web. And we need that

Pete Kelso:

user action to give us that, basically that net audience of

Pete Kelso:

opportunity, through our software's ability to identify

Pete Kelso:

those households. And then it's exciting to be able to not only

Pete Kelso:

offer that, yes, it makes that sales conversation even longer,

Pete Kelso:

right, the one that I said could take years, it's months, you

Pete Kelso:

know, we're willing to do it for months, whatever it takes, so

Pete Kelso:

that we're not going in blind that we're learning as we go,

Pete Kelso:

that we can set the right expectations, and that we can

Pete Kelso:

prove that we can create opportunities, but not just

Pete Kelso:

opportunities to identify right opportunities for those

Guy Powell:

strategies, I think is the net, I think is the the

Guy Powell:

critical piece is really being able to follow that. But also

Guy Powell:

know don't think it don't get distracted. Too much. So, but

Guy Powell:

anyway, I've got to, we're gonna have to close here. But before

Guy Powell:

we do that, just and do you have any other comments or thoughts

Guy Powell:

that you'd like to bring across?

Pete Kelso:

You know, not really just, I just want to tell

Pete Kelso:

anybody out there who's listening to be curious, and

Pete Kelso:

take the take the call if you're curious. And especially if

Pete Kelso:

somebody is persistent, because we're all juggling a lot of

Pete Kelso:

things. And it's, it never hurts to know what's out there. And

Pete Kelso:

it's always helpful to have another seed planted, you know,

Pete Kelso:

our brains can handle it. And so I encourage everybody to to be

Pete Kelso:

curious. And if you hear from me, you better you better.

Guy Powell:

Yeah, absolutely. I do like that. And and I think I

Guy Powell:

think that is a huge differentiator is is being

Guy Powell:

curious. And that that does make a lot of sense. Well, so anyway,

Guy Powell:

Pete, thank you so much. It's really been awesome. And really

Guy Powell:

appreciate your time today. And thank you for participating in

Guy Powell:

our podcasts and certainly helped me to, you know, educate

Guy Powell:

me on on on how you really can use this, this location based

Guy Powell:

data privacy, you know, totally privacy compliant, to help out

Guy Powell:

that one to one marketing paradigm to really take your

Guy Powell:

take web marketers to the next level. Otherwise, so Pete's

Guy Powell:

website is full throttle.ai Full throttle.ai And if you're

Guy Powell:

interested there you'll find a lot more information on what

Guy Powell:

Pete calls closed loop marketing, and then of course,

Guy Powell:

always stay stay curious. And with that, stay curious with

Guy Powell:

with my with my blog and with my videos, and then certainly with

Guy Powell:

my podcasts, the backstory on marketing, and you'll be able to

Guy Powell:

find more information on that. For at the pro relevant.com and

Guy Powell:

sign up for a blog, blog and podcast. Pete Thank you so much.

Pete Kelso:

Thanks, guys. It's been fun

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