Longtime automotive industry executive James Grace is launching what he calls a “people-based digital marketing company.”
Wizely will focus on the intersection of advertising, analytics and product development. It will connect brands with real people using rich customer data profiles.
Grace, whose stints have included Dealer.com and General Motors, announced his new venture at the CMO Digital Insight Summit in Sarasota, Fla., last week.
“Someone once told me that wisdom is knowledge put into practice and Wizely is being founded on that principle,” Grace said in a release. “It’s one thing to know about the latest trends, buzzwords and technologies but it’s another thing entirely to turn that knowledge into products and services that make an impact.”
Grace has several notable previous successes including patenting time-shift radio (“TiVo”) in vehicles for Cadillac, developing the precursor to Apple’s “CarPlay” functionality for Chevrolet and developing Dealer.com's big-data-based nGauge & Attribution analytics products.
Wizley says it will focus on two areas where businesses tend to struggle, strategic product planning and people-based digital marketing. Unlike traditional marketing approaches that target audience segments or device groups, people-based marketing techniques target actual people.
The new company’s consulting services, it says, will help businesses develop solid product roadmaps and integrate analytics and data into their product and go-to-market strategies. It says its digital marketing services will help clients use data and analytics to develop truly targeted marketing and advertising campaigns using people-based marketing techniques rather than “spray and pray” approaches.
“For years I have been talking about the quality gap phenomenon where measures like impressions, visits, and spend increase substantially year-over-year while conversions, revenue and profit show much less dramatic increases,” Grace said. “Wizely will help clients address this quality gap in their products, services and advertising.”
The team behind Wizely has ambitious goals for the company, including a people-based marketing product to be released toward the end of 2018.