Klaviyo, the leader in smarter digital relationships, has unveiled new advancements to its analytics capabilities, enabling marketers to turn raw customer data into actionable insights. These innovations empower brands to deliver personalized experiences, make smarter decisions, and drive measurable cost savings and revenue growth within Klaviyo’s unified platform. By addressing the challenges of fragmented data and disconnected tools, Klaviyo simplifies analysis, offering AI-driven insights for faster, data-backed decisions.

Challenges in the Market

In today's competitive landscape, many brands struggle to maximize the value of their customer relationships due to fragmented data, disconnected tools, and operational complexity. According to Forrester research commissioned by Klaviyo, 76% of brands agree that an embedded Customer Data Platform (CDP) is essential for unlocking actionable insights, but most brands face challenges in effective execution.

Adil Wali, Chief Product Officer at Klaviyo, emphasizes, “With our expanded analytics capabilities, Klaviyo eliminates these challenges by unifying data, simplifying analysis, and delivering AI-driven insights that power smarter, faster decisions.” This enables marketers to build deeper relationships with customers, driving brand loyalty and achieving outsized growth without relying on guesswork.

Key Features and Benefits of Klaviyo Analytics

1. Accelerating Growth by Driving Repeat Purchases

   • Personalized Retention in One-Click: Klaviyo's new RFM Action Center—leveraging recency, frequency, and monetary value (RFM) analysis—helps marketers identify high-value customer segments and provides actionable recommendations to enhance retention, encourage repeat purchases, and foster brand loyalty.
     Example: Automatically re-engage at-risk customers with time-sensitive promotions like “Don’t miss this discount on your favorites!”

   • Product Analysis for Smarter Merchandising: Marketers can now use real-time product insights to identify frequently bundled items and repeat purchase trends, which drive higher conversions, average order value (AOV), and optimize merchandising strategies throughout the customer journey.
     Example: Recommend complementary post-purchase items at the optimal time, such as “Restock your favorite skincare set!”

2. Optimizing Campaign Performance with AI-Powered Recommendations

   • AI-Powered Campaign Personalization: Go beyond traditional A/B testing with 1:1 campaign personalization at scale. Klaviyo's AI determines the most effective version of an email or SMS campaign for each subscriber, based on their individual likelihood to engage.
     Example: Send personalized holiday SMS campaigns that are tailored to individual preferences—some subscribers receive a product-focused image, others see a lifestyle image, maximizing click-through rates.

   • Real-Time Form Optimization for Higher Conversions: Klaviyo's AI automatically tests different versions of pop-up forms and selects the most effective one to drive higher subscriber rates and revenue.
     Example: Optimize form timing during key campaigns, like Black Friday, to boost sign-ups, e.g., “Sign up and save 15% on your first order!”

3. Proving ROI and Optimizing Strategies with Real-Time Dashboards

   • Conversion Overview Dashboard: Marketers can now gain a unified view of both business and marketing performance, showing when marketing drives the highest impact and uncovering seasonal trends.
     Example: Adjust email campaign schedules based on performance insights, such as identifying that summer emails drive 20% higher conversions than spring emails.

   • SMS Performance Dashboard: Measure the revenue impact of SMS campaigns with clear KPIs, like conversion rates and revenue attribution, to prove ROI.
     Example: Track which SMS reminders sent 24 hours after an email generate the highest revenue per recipient.

   • Subscriber Growth Report: Discover which acquisition channels are most effective for growing your subscriber base.
     Example: Identify that Facebook ads outperform other channels like sweepstakes programs for new customer acquisition, enabling marketers to optimize their efforts.

Why Klaviyo Analytics Stands Out

Marika Tselonis, Director of Email/SMS Marketing at KULIN, shares: “Klaviyo's advanced analytics unlocks insights we couldn't offer our clients before. Product analysis helps us drive merchandising decisions and create curated bundles based on what sells well together, helping us optimize post-purchase flows.”

Klaviyo’s next-generation analytics combines enterprise-grade capabilities with unmatched ease of use, making it accessible to businesses of all sizes:

• Unified Data Without Limits: Unlimited first-party data is connected and activated with no storage or retention caps, ensuring it is always available when needed.
• Actionable AI: Klaviyo’s AI optimizes campaigns, predicts customer behavior, and scales personalization for millions of customers.
• Scalable Growth: With real-time dashboards and insights, measure ROI effortlessly and adapt strategies as your business grows.

Klaviyo’s powerful analytics features empower marketers to optimize customer engagement, drive repeat purchases, and prove ROI with AI-powered insights. By providing a unified data platform that eliminates complexity, Klaviyo is helping brands make smarter, faster decisions, ensuring continued growth and efficiency in the ever-evolving digital landscape.

Salesforce, the world’s leading AI CRM, recently shared its groundbreaking 2024 holiday retail insights. Despite record-setting sales globally and in the U.S., rising return rates could pose challenges for profit margins. In this blog, we explore key trends that defined the 2024 holiday season, including the impact of AI and agents on sales, the surge in mobile and social commerce, and the growing concerns around returns.

Key Trends Impacting the 2024 Holiday Shopping Season

1. Record-Breaking Online Sales

• Global online sales reached a historic $1.2 trillion, with $282 billion generated in the U.S.
• Sales grew by 3% globally and 4% in the U.S. YoY.
• The European Union saw a 1% YoY increase in online sales.

2. The Power of AI and Agents

• AI and agents influenced $229 billion in global online sales (19% of all online orders).
• AI-driven product recommendations, personalized offers, and conversational support boosted customer engagement.
• Retailers’ use of AI grew by 25% during the holiday season, with 42% more shoppers using AI-powered chat for customer service.

3. The Rising Challenge of Returns

• $122 billion worth of global purchases were returned, a 28% increase YoY.
• The surge in returns is driven by behaviors like “try-on hauls” and bracketing.
• Salesforce anticipates returns will rise to $133 billion, emphasizing the importance of AI tools to streamline the returns process.

4. Social Commerce Takes Center Stage

• Social commerce generated 20% of global holiday sales through platforms like TikTok Shop and Instagram.
• Social media traffic referring to eCommerce sites grew by 8% YoY, contributing to 14% of all traffic.

5. Mobile Commerce on the Rise

• 79% of global traffic came from mobile devices, with nearly 70% of orders placed on mobile.
• Christmas Day saw mobile orders reach their highest at 79% of all global sales.
• 79% of U.S. shoppers reported using mobile devices for in-store assistance.

6. Modest Discounts and Growing Loyalty

• Average discounts were modest, at 23% in the U.S. and 22% globally.
• Makeup, apparel, and skincare saw the highest discount rates.
• 72% of U.S. shoppers said loyalty programs encouraged repeat purchases.

The 2024 holiday season was marked by significant growth in online sales and mobile commerce, with AI and agents playing a pivotal role in enhancing customer experiences. However, the rise in returns poses challenges for retailers in maintaining healthy profit margins. As the year unfolds, the data suggests that AI and loyalty programs will be key in driving growth and managing these hurdles.

Nativo, a leading platform for content-driven brand engagement, has announced an exciting partnership with Scope3, a collaborative sustainability platform. This partnership aims to help brands achieve their sustainability goals by offering tools to better understand and reduce the carbon footprint of their digital advertising efforts. With Scope3's transparency and data-driven approach, brands can now track emissions at every stage of the advertising journey, helping to build a more sustainable digital media ecosystem.

Key Aspects of the Nativo and Scope3 Partnership

1. Measuring Carbon Emissions in Digital Advertising

• Scope3’s emissions model, developed with an open-source methodology, offers precise data on the carbon emissions within the advertising ecosystem.
• This transparency helps brands and stakeholders measure the environmental impact of their digital campaigns.

2. Supporting Sustainability Goals

• By reducing emissions at every stage of the ad journey, brands can align their media-buying strategies with sustainability goals.
• Nativo’s commitment to sustainability through direct supply chains and traffic shaping enables more efficient ad spend, contributing to overall carbon reduction.

3. Reducing the Carbon Footprint of Media Buying

• Through the partnership, Nativo’s clients will have access to data-driven tools that help measure and reduce carbon emissions associated with their advertising campaigns.
• Nativo’s technology ensures that clients are working with sustainable media-buying strategies that prioritize carbon footprint reduction.

4. Leveraging Efficient Supply Chains and Technology

• Nativo's supply chain avoids MFA (misleading and fraudulent advertising) inventory, ensuring that ad spend goes directly toward carbon reduction.
• The company’s innovative methodologies and technology efficiencies support sustainable digital media ecosystems.

5. Real-World Impact and Future Innovation

• According to Scope3’s David Fischer, the partnership aims to showcase the real-world impact of Nativo’s capabilities and further enhance efforts to stay ahead of industry sustainability changes.
• Nativo’s Justin Choi emphasized how the partnership aligns with the company’s core business model to enable clients to actively reduce their carbon emissions.

The collaboration between Nativo and Scope3 marks a significant step toward achieving sustainability goals in the digital advertising space. By bringing transparency to the emissions data, brands can now make informed decisions that help reduce their environmental impact. This partnership empowers clients to not only engage more sustainably with their audiences but also actively contribute to the broader goal of decarbonizing the advertising industry.

Riskified, a leader in e-commerce fraud prevention, and Appriss Retail, a top provider of returns and authorization claims solutions, have announced a pioneering partnership aimed at transforming the retail sector. This collaboration addresses the growing challenges of fraud and abuse in omnichannel commerce by combining data-driven insights on consumer shopping behavior across both physical stores and online platforms. The goal is to deliver real-time protection and create a seamless, safe shopping experience for customers, while minimizing risks for retailers.

Key Aspects of the Riskified and Appriss Retail Partnership

1. Omnichannel Protection Against Fraud

• The partnership integrates Riskified's fraud prevention technology with Appriss Retail's returns and claims solutions to protect merchants across both online and in-store channels.
• Retailers can now prevent fraudulent returns and abusive claims, addressing issues from purchase to return seamlessly.

2. 360-Degree Customer View

• This joint solution gives retailers a comprehensive, omnichannel view of customer behavior, enabling consistent decision-making across the entire shopping journey.
• By combining insights from both online and offline channels, retailers can ensure accurate and informed actions that enhance the customer experience.

3. Reduced Losses and Overhead

• The integrated solution reduces the overhead of managing fraud prevention separately across different platforms, streamlining workflows and limiting potential losses from return and refund abuse.
• Merchants can also minimize the risks of fraudulent claims by obtaining real-time data on customers' purchase behavior, thus improving the overall security of their operations.

4. Improved Customer Experience

• With a unified view of the customer's identity and shopping patterns, retailers can offer a superior experience, ensuring that policies are clear and consistent, ultimately fostering customer trust and satisfaction.
• This holistic approach not only enhances security but also improves customer retention and satisfaction, boosting sales and profits.

5. Addressing the Scale of Return Fraud

• The partnership aims to address the staggering $394 billion cost of returns, refunds, and exchanges for retailers in key e-commerce markets.
• According to recent research, only 30% of merchants have strategies in place to prevent fraudulent returns, making this collaboration essential for retailers to stay competitive and secure.

The partnership between Riskified and Appriss Retail represents a game-changing development in the fight against omnichannel fraud and abuse. By combining cutting-edge fraud prevention technology with a holistic view of consumer behavior, the two companies offer retailers a powerful tool to protect their revenue, reduce fraud, and enhance the overall customer experience. This innovation is set to redefine how retailers approach fraud prevention in a rapidly evolving retail landscape.

Daversa Partners, a premier executive search firm known for building leadership teams in the technology industry, has announced the promotion of Lyndy Adamonis, Tara Cremin, Megan Daversa, Jodie Salzberg, and Ava Talbott to Managing Directors. With nearly five decades of combined experience, these five leaders have earned their roles through consistent performance, building strong networks, and fostering partnerships that drive outstanding company results.

Key Contributions and Areas of Expertise

1. Lyndy Adamonis: Championing Consumer Tech Leadership

• A trusted partner to companies like Chime and DoorDash, Lyndy specializes in high-level executive roles such as CEO, COO, and General Management.
• Her deep network and expertise in consumer technology have positioned her as a go-to leader for top-tier leadership placements.

2. Tara Cremin: Excellence in Product, GTM, and Operations

• Tara's focus spans across industries, helping organizations like Hadrian and Watershed secure top talent for roles in Product, GTM, and Operations.
• Her experience and consistent results have cemented her as a leading figure in the executive search space.

3. Megan Daversa: Leading Executive Expansion in CoreWeave

• Megan has specialized in Enterprise Technology, Marketing, Finance, and People searches, helping companies like CoreWeave and DraftKings expand their executive teams.
• She has a proven track record of enabling high-growth companies to scale successfully with strategic leadership placements.

4. Jodie Salzberg: Expertise in Consumer, Wellness, and Healthcare

• Co-leading the Miami office, Jodie excels in the consumer, wellness, and healthcare sectors, working with notable brands like Harry’s and Warby Parker.
• Her industry knowledge and focus on leadership development in these sectors have driven transformative results for her clients.

5. Ava Talbott: Building Cross-Functional Teams in Healthcare

• Ava is known for her ability to build strong, cross-functional leadership teams, particularly in high-growth healthcare companies like Oura and Benchling.
• Her keen understanding of the healthcare innovation space positions her as a key partner for health-tech disruptors.

The Shared Vision and Impact

These Managing Directors share a deep understanding of the challenges and opportunities within their clients’ industries, consistently delivering exceptional outcomes. Their collective ability to identify and nurture top-tier talent has been pivotal in accelerating the growth of market leaders and industry disruptors. Their promotions underscore their impact in shaping the future of companies driving growth and innovation.

Looking Ahead

Paul Daversa, founder and CEO of Daversa Partners, expressed his excitement about the new leadership appointments. “These five extraordinary executives didn’t just earn their spot—they claimed it by delivering results that redefine success. They’ve played a crucial role in shaping the future of some of the most disruptive companies of our generation, and their leadership will continue to elevate Daversa in a highly competitive executive search market.”

The promotion of Lyndy Adamonis, Tara Cremin, Megan Daversa, Jodie Salzberg, and Ava Talbott to Managing Directors signals Daversa Partners’ commitment to its position as a leader in executive search. Their collective expertise will continue to shape the leadership teams of tomorrow’s disruptors, solidifying Daversa’s reputation for delivering exceptional, transformative results.

EX.CO, the machine-learning video platform trusted by leading media groups globally, has announced a significant expansion of its ad server to support new channels beyond online video. The innovative multichannel programmatic solution now empowers connected TV (CTV) and digital-out-of-home (DOOH) media owners to maximize revenue through automated, smarter ad auctions.

Addressing Industry Challenges with Smart Technology

For the past 12 months, EX.CO has conducted extensive research and development to refine its technology, tackling the unique challenges faced by CTV and DOOH environments. Fragmented technologies, outdated auction dynamics, and inefficient programmatic systems have created substantial revenue gaps for media owners in these sectors. The EX.CO Ad Server solves these problems by offering a unified, intelligent solution that optimizes revenue generation.

Key Features of the EX.CO Ad Server

1. Real-Time Auction Optimization

• EX.CO’s Ad Server leverages advanced machine-learning algorithms to dynamically optimize auctions in real-time.
• This cutting-edge approach eliminates reliance on outdated, rule-based or manual decision-making, offering a more efficient, automated method for achieving optimal auction results.

2. Proprietary Yield Engine

• The technology is powered by EX.CO’s proprietary yield engine, originally developed for its award-winning online video platform (OVP).
• This engine processes vast amounts of data to identify the highest-performing demand sources and adjusts pricing dynamically, ensuring maximum revenue potential.

3. Tailored for CTV and DOOH

• With its focus on CTV and DOOH, the ad server has been adapted to meet the specific needs of these emerging channels.
• The solution analyzes multiple data dimensions for each auction, modifying CPMs in real-time to ensure the best possible outcomes.

A Game-Changer for Media Owners

EX.CO’s Ad Server is transforming ad sales by simplifying processes, increasing fill rates, and maximizing revenue. By automating auctions and optimizing revenue opportunities across CTV and DOOH, media owners can scale their operations more efficiently. Early tests with select CTV and DOOH clients have shown promising results, highlighting the ad server’s adaptability and effectiveness in these evolving sectors.

CEO's Perspective on the Innovation

"We discovered that the programmatic bid stream, originally designed for the web, presents significant complexities when applied in other environments," said Tom Pachys, co-founder and CEO at EX.CO. "Our ad server overcomes these complexities by using real-time machine learning to deliver smarter, automated auctions, ensuring media owners get the best outcomes without relying on outdated systems."

EX.CO’s expanded ad server represents a breakthrough in programmatic advertising for CTV and DOOH. By combining machine learning, real-time optimization, and a unified solution, it allows media owners to unlock greater revenue potential, streamline ad sales, and gain a competitive edge in these growing channels.

Ripley PR, a leading public relations agency specializing in the home service and skilled trades industries, has achieved a significant milestone by being named a Strategic Partner by Nexstar Network. Nexstar Network is a prominent member-owned organization that fosters business growth and development for home service companies across the United States, Canada, and Australia.

1. Strategic Partnership with Nexstar Network

   • Ripley PR is now a preferred PR vendor for Nexstar Network's 1,000+ members in the residential HVAC, plumbing, and electrical trades.
   • Nexstar Network's Strategic Partner program aims to connect members with top-tier resources, services, and relationships.

2. Nexstar's Perspective on the Partnership

   • Julian Scadden, President and CEO of Nexstar Network, highlighted Ripley PR’s strong industry reputation and alignment with Nexstar's mission.
   • Nexstar carefully vets its Strategic Partners to ensure members receive the highest quality services.

3. Ripley PR’s Services and Expertise

   • Ripley PR specializes in media relations, crisis management, and content strategies to drive business growth.
   • The agency focuses on creating brand awareness and building positive reputations for home service contractors within their local markets.

4. Comments from Heather Ripley, CEO of Ripley PR

   • Heather Ripley emphasized the synergy between Ripley PR's and Nexstar's missions.
   • The partnership aims to provide home service businesses with tools to grow their brands and boost revenues.
   • Ripley PR plans to leverage Nexstar’s coaching and training programs alongside its PR expertise to deliver exceptional results for contractors.

The partnership between Ripley PR and Nexstar Network is poised to drive significant benefits for home service businesses. By combining Ripley PR's specialized public relations services with Nexstar’s coaching and training, members can expect to enhance their brand visibility and achieve sustainable growth.

Integral Ad Science (IAS), a global leader in media measurement and optimization, announced the departure of Tania Secor as Chief Financial Officer (CFO) and the appointment of Jill Putman as Interim CFO. The transition is effective immediately as IAS begins its search for a permanent CFO.

1. Leadership Transition

   • Tania Secor, who served as CFO for two years, has stepped down to pursue new opportunities.
   • Jill Putman, an IAS Board member since 2021 and former Chair of the Audit Committee, has been appointed Interim CFO.
   • IAS is actively searching for a new permanent CFO to lead its finance organization.

2. IAS Financial Outlook

   • IAS reiterated its revenue and adjusted EBITDA outlook for Q4 and the full year 2024, consistent with its November 12, 2024, financial results release.

3. Leadership Remarks

   • Lisa Utzschneider, CEO of IAS, thanked Ms. Secor for her contributions and expressed enthusiasm about Jill Putman’s appointment, citing her 30+ years of finance leadership, including her tenure as CFO of Jamf Holding Corp.
   • Jill Putman expressed her commitment to leading IAS’s finance team and leveraging her extensive financial expertise to drive the company’s growth and innovation.

4. Changes in Board Positions

   • Jill Putman will retain her position as a member of the IAS Board but has stepped down as Chair and member of the Audit Committee.
   • Bob Lord, a current IAS Board member, has been appointed as the new Chair and member of the Audit Committee.

This leadership transition marks a strategic step for IAS as it prepares for a period of growth and innovation. With Jill Putman’s extensive finance expertise and first-hand knowledge of IAS, the company is well-positioned to continue delivering on its financial goals and strategic objectives.