It’s All in Your Pocket: The Phone Connects the Pieces

Ari Paparo (0:10)

Hey, everyone. This is Ari. If you weren't at our recent Marketecture Live Chicago event, there are some great speakers. So we're going to be publishing some of those sessions here on the Marketecture Podcast channel in audio and video.

So first up, we've got a conversation about mobile, and about specifically, it's all in your pocket. Phone Connects the Pieces was the name of the session. And it has Danielle Mathews, the Senior Director of Integrated Marketing for Pura, and Will Hoyt, the Enterprise Media, Blis, which is part of T-Mobile Advertising Solutions. I hope you enjoy this recording, and hopefully we'll see you at the next Marketecture Live.

Will Hoyt (0:48)

Very nice to be here. I'm Will Hoyt from T-Mobile Advertising Solutions and Blis. Danielle, thanks for being here. Just provide a quick introduction, so we can get into the teeth of here. But a little quick intro on Blis. T-Mobile's Omnichannel DSP. As the subject of this conversation teases, the phone connects the pieces. For us, it's really valuable to sit on a large amount of first party data of 145 million customers. All those signals tell us a lot about people's behavior, their interests, their brand affinity. Today, really thrilled to dig in with Danielle on actually how that looks for her business.

Danielle, I'll let you walk through what Pura does. I think just to set the stage, when we talk about our first party data, we can see how apps are engaged across devices. For Pura, which would be a smart appliance, perhaps people that would have that product would be want to keep their pets from smelling up their house. When we see that, you would have the Chewy or Wag app, or you're a busy parent and have Life360. These are all signals that we can target across. Danielle, I'll kick it to you.

What is Pura? How are you using data? How are you using mobile signals for your marketing?

Danielle Mathews (2:07)

Yeah. So I am Danielle. I'm our Senior Director of Integrated Marketing at Pura. And Pura is a fragrance experience company at its core. We built it around a system of hardware, software, and truly a world-renowned fragrance collection. So we work with brands like Ness, Lafco, Brooklyn Candle, Capri Blue, to really bring those fragrances to your home in a clean and safe way.

Something that brings additional value to us is we do have an app and it is a smart diffuser. So within the app, it allows you to truly set the intensity of the fragrances that you're diffusing throughout your home, but also be able to set schedules. So we were there kind of making sure that people are using Fragrance with intention and really creating moments, vibes, moods within their home. The audience that we go after, no shock to anybody here is highly, highly female.

I could pull up like our Ipsos data and all of that, but at its core, it's the busy mom. It's the mom who she's got the extra money to do a spa day every once in a while, but she's trying to create those moments of intention at home. So home truly is her sanctuary, and Pura gives her the ability to set those schedules and have those citrus notes in the morning to wake her up and lavender at night to really create those moments of relaxing. So we've been on a really interesting journey, understanding our audiences, our data, which we'll get into a little bit more. But Pura at its core was a D2C business for quite some time. So from a media perspective, it was all about CAC, new customers, growth on the .com side. But we have quickly evolved into an omni-channel side of going into retail and marketplaces. So on Amazon, TikTok Shop, but then expanding into retailers like Target, Alta and a ton of different boutiques. So we really had to take a look at our media strategies a whole and start discussing top-line revenue. What is our new user acquisition looking like? How are we delivering the contribution margin, making our CFO really happy? But then really trying to prove what is the incremental value that marketing is bringing to Pura, as opposed to just we're spending to just bring in the same people.

Excellent.

Will Hoyt (4:07)

Well, thanks for sharing. I think on that subject, having the phone connect the pieces, knowing your target audiences, you have some hypotheses of who those people are. When we look at our dataset, sometimes it's helpful to actually confirm those. If we look at people that have the Pura app, which I did before coming on the stage, we are able to see some trends that made sense. People had, if you have a smart home app, you're going to have Nest and other smart home apps. I was interested to see also parenting apps, Tendiswitch, Parental Control, all those really popping.