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

Video of Interview

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

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

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

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

Post-COVID Marketing Machine:

Prepare Your Team to Win. Today

Post-COVID Marketing Machine:

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.

Post-COVID Marketing Machine:

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

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serving various roles, including as a program manager for

Post-COVID Marketing Machine:

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

Post-COVID Marketing Machine:

FullThrottle Technologies as VP of Agency Partnerships.

Post-COVID Marketing Machine:

FullThrottle Technologies is a leading SAAS marketing company

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focused on delivering cutting edge applications and data

Post-COVID Marketing Machine:

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

Post-COVID Marketing Machine:

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

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

to see you again.

Yeah, definitely. Looking forward to our chat. So

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

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

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

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

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

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

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

think in sixth grade, and putting together a charity event

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

finding businesses that would help support our event by making

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

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

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

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

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

mowing lawns in my neighborhood to babysitting. So I put

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

filling the mailboxes of my neighbors with a flyer telling

me telling them that the kid they probably barely trusted to

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

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

that I liked connecting, creating promoting things. And

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

went to Western Michigan University. I studied

advertising and production, my persistence came into play

again, when the advertising department was a little bit

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

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

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

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

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

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

more to learn, got involved in the Detroit automotive marketing

community, which really is an exciting place lots of big

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

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

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

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

looked back from there. I started as a freelancer working

with the automotive big three, doing experiential events, doing

marketing and business to business training, events, sales

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

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

giving to their dealers. Marketing is a part of the

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

put marketing into messaging and realize how important it is to

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

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

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

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

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

throttle is we identify anonymous website visitors and

create audiences and opportunities for businesses to

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

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

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

bats and those opportunities to actual sales and we do

that by identifying and marketing and then measuring and

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

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

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

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

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

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

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

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

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

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

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

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

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

marketing. And so really, really, really true in

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

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

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

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

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

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

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

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

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

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

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

it out in the in the backyard. But

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

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

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

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

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

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

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

that, that that concept that marketing is in is in

everything. And certainly when you're marketing for the

automotive companies where their budgets are in the billions, you

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

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

absolutely fascinating.

It absolutely is in those big budget programs, they

have so many stakeholders involved that even just pitching

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

marketing campaign around a pitch sometimes to make sure

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

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

around, I guess it's because of me.

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

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

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

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

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

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

across the board?

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

changes happening every single day when it comes to privacy.

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

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

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

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

more at home shoppers, more people in their in their

households, that are going through that that entire

customer journey, or maybe a larger portion of that customer

journey. Because COVID was pretty well timed with a very

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

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

guess, marketers and retailers that were struggling to reinvent

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

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

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

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

think the main challenge that I see is really just connecting

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

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

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

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

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

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

opportunities for marketers, to be able to talk with agency

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

industries and different brands and find different ways ways

that we can help them through creating those opportunities by

creating opportunities for reach and measurement, to have those

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

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

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

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

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

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

of different things that and factors and new tools and

solutions that have to be incorporated, and that the right

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

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

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

most exciting conversations that I have going on, besides the

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

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

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

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

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

and making new partnerships and strategic partnerships with

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

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

worked on the Chevy account, because there was always 10

different companies and stakeholders and stages. So to

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

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

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

find me or that I find them.

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

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

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

really look and are curious about new opportunities to be

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

really like your, your your mentioned to about the customer

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

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

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

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

customer experience starts even before you buy it, then you

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

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

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

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

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

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

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

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

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

social about that are going to tell their friends about maybe

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

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

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

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

experience. Journey is really so critical.

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

unquantifiable the value of acquiring a customer that's

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

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

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

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

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

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

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

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

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

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

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

now. And now for him to go through that experience

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

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

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

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

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

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

commerce follows the path of least resistance. And I think

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

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

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

furniture that their instructions have no language,

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

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

other languages, your head immediately starts to spin, you

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

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

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

together that furniture that looks nice that lasts, but that

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

creates that advocacy. And when someone puts together an Ikea

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

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

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

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

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

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

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

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

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

set the standard for customer experience and shopping

experience on Amazon and and then when you go to another

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

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

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

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

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

That's that's for sure.

Yeah. And I think that sounds like opportunity to

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

furniture industry is a great example. Because there are all

these independent furniture retailers out there that may or

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

ecommerce capabilities incorporated into their site.

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

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

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

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

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

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

store when I find time. But really cater that experience

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

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

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

your website.

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

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

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

digital space, because that was their front door there

otherwise, their front door, their physical front door was

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

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

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

were much better and much more focused on the E commerce

experience and then looking at ways to offer new new products

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

just the just the brick and mortar.

Yeah, and you're talking about new services look

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

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

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

still having a difficult time with resourcing and staffing.

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

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

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

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

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

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

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

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

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

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

impact the customer experience for the folks that are in there

especially because a lot of times those are higher profit

margin customers because they're having the alcoholic beverages

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

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

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

the analogy because our technology was made for car

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

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

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

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

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

attention conversions to try to to bring those people in through

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

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

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

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

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

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

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

Yeah, absolutely. And you know, your restaurant

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

waitstaff you have then the ability to use that fixed asset

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

deliver that. That that delivered that delivered meal.

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

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

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

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

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

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

call, right?

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

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

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

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

clients? Sure.

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

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

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

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

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

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

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

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

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

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

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

independent retailers is taking care of those customers inside

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

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

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

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

technology, and help these businesses that are already

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

strengthened their SEO, they're putting their inventory out

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

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

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

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

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

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

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

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

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

came in on all from one single privacy compliant location

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

that customer. But it also creates an opportunity to

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

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

that average shopping timeline look like? How can we influence

that journey through increased communication and through, you

know, a much more targeted approach to retargeting. And

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

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

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

sales cycle, and then gotten that match back information to

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

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

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

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

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

have this product called Smart mail, where you get retargeted

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

technology is identified you on a website as an anonymous

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

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

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

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

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

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

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

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

identify that continue to measure, we can be

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

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

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

seen increased growth for these independent retailers on a large

scale and seeing increased budgets for direct mail because

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

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

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

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

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

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

strategically retargeting so to see that maturation in the way

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

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

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

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

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

client and to have advertisers or advertising agencies excited

for that monthly check in meeting with their client is

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

making a difference on on the business level for the end

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

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

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

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

exciting to me is seeing how every single business and

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

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

program within the concentrates constraints of our, you know,

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

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

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

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

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

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

much bigger conversation, let's bring in the additional

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

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

Yeah, absolutely. And it is a fascinating approach

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

analytics perspective is if you can identify your prospects out

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

prospects but identify those prospects that have the behavior

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

marketing or the right amount of money in marketing to

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

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

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

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

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

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

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

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

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

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

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

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

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

only one that is clearly now targeting us directly and coming

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

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

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

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

you know, Hyundai Hyundai Hyundai, so they they definitely

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

you're doing now with direct mail and helping those

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

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

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

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

a partnership we have with spectrum rich and effective.

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

company that has their act together that we have

partnerships with companies at that level that they see the

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

able to use our ability to identify to create those target

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

involved into the weeds about those strategy conversations,

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

strategy people make their decisions on their own. But you

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

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

marketers, and messengers and content people to drive

behavior, but the strategy people are looking at that

timeline and all this different, these different elements that

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

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

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

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

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

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

checks a lot of boxes.

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

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

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

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

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

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

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

that they're doing is because they have identified us

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

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

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

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

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

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

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

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

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

cookieless future and how privacy needs to be definitely

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

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

of intrusiveness. Because sometimes a little bit of

intrusiveness is what you need to continue that conversation.

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

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

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

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

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

have a sense that that information is going to be used

to improve their buying or shopping experience. If you

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

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

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

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

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

industries like medical, for example, where there's

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

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

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

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

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

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

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

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

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

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

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

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

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

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

then give an opportunity for that brand to reach back out

with the right messaging to help them move those consumers and

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

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

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

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

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

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

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

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

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

be a little bit more strategy involved in that exchange for

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

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

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

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

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

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

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

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

having a partner that's completely securing that first

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

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

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

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

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

their traffic and those households and attributing those

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

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

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

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

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

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

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

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

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

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

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

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

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

then we can make those connections and we show you your

attribution. Do we offer activations? Yeah, we are

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

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

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

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

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

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

a case by case basis, how individual customer, each

individual.

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

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

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

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

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

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

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

see as your source for really good marketing technology

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

for marketers nowadays,

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

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

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

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

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

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

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

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

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

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

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

one specific opportunity, or have these expectations that

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

there haven't been two years worth of conversations and

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

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

Chevrolet account, because you're talking about a giant

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

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

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

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

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

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

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

knowledge in and nurturing those conversations, and listening and

learning about where the problems are not necessarily

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

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

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

thing that we do with our technology is literally put it

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

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

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

learned and learned and learned about the prospect and what

their needs are and how we could potentially solve problems for

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

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

opportunity, through our software's ability to identify

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

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

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

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

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

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

prove that we can create opportunities, but not just

opportunities to identify right opportunities for those

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

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

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

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

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

that you'd like to bring across?

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

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

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

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

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

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

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

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

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

think that is a huge differentiator is is being

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

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

appreciate your time today. And thank you for participating in

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

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

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

that one to one marketing paradigm to really take your

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

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

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

Pete calls closed loop marketing, and then of course,

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

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

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

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

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

Thanks, guys. It's been fun