Zeenk, an ecommerce analytics company, launches its platform this week to support direct-to-consumer (D2C) brands that sell on Shopify and other platforms as their primary channel after spending nearly a year in development.
“If you’re one of these companies you’re advertising on a lot of different channels such as Amazon, Facebook, Google Search, TikTok, and many others,” says Zeenk CEO Brian Eberman.
He says that previously, D2C brands were creating a website and advertising through Facebook -- but not anymore. “Plus, you have to worry about cost of goods sold, shipping, taxes and returns," he adds.
Many small companies do not have the resources to pull the data and configure the information. Zeenk’s technology aims to support small companies, multiple channels, and complex environments that make it difficult to make sense of the data.
Zeenk works with companies generating between $1 million and $20 million annually.
Originally launched as an exclusive BETA program in Q4 2021, Zeenk supports about 20 brands — D2C brands including Thrasio’s Angry Orange, California Beach Company, and Perfect Practice, in addition to several privately owned brands such as Hair Craft and Stackry.
Thrasio, described as a next-generation consumer goods company and Amazon aggregator, found the available data solutions for D2C companies inadequate. In October 2021, it began developing a stand-alone solution that would provide ecommerce brands analytics and data science from technology acquired from Nanigans, a cloud-based marketing solution after Sprinklr bought most of its assets. Eberman was brought onboard as CEO of Zeenk to lead the company’s strategy.
Eberman, who holds a Doctorate in AI and robotics from the Massachusetts Institute of Technology, has run several companies tied to data and analytics. The goal is to learn more about the customers’ customers, and understand their lifetime value by segmenting them to learn patterns of behavior like products and web pages in which they engage.
Zeenk relies on
APIs to feed data into its system from D2C sales and marketing channels, and provide customizable reporting and analytics in a centralized dashboard.
Time Query Language (TQL) and Caumos casual models the outcomes to predict customer value and identify potential high-value consumers.
Zeenk also wants to develop products that will help to predict performance, revenue and how many units sold. “With all the supply chain issues they will need to get back to lean inventory to manage cash flows and inventory terms,” he said.
Today, Zeenk can provide data on customer lifetime value for an individual based on modeling for every consumer buying from a brand.
It does this through data-science techniques that build a model of consumer behavior, so predictions for the group are as accurate as possible, he said.
The prediction by individual with consent allows for segmenting and clustering.