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The TL;DR:

• Let’s Chat D2C: How Klaviyo’s CDP and other tools are transforming personalization for e-commerce brands—and when it makes sense to invest in a CDP.

• Building in Public with SCALIS: We’re almost at feature parity with existing ATS systems, paving the way for rapid customer migration. The SCALIS talent marketplace will be the cherry on top, delivering unmatched value.

• What I’m Thinking about this Week: Driving innovation in legacy industries requires education and collaboration—not aggressive disruption.

• The D2Z Podcast: In this week’s episode, I sat down with Bobby MacKinnon, Co-Founder & CEO of Deliverlitics, to discuss the growing issue of delivery fraud in e-commerce.

• Upcoming Events: I’m in Miami all week for once - let me know if you’re in the area and want to connect!

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Let’s Chat D2C: CDP’s Transforming Ecommerce Personalization

E-commerce brands are navigating a rapidly evolving landscape where personalization is no longer a luxury—it’s a necessity. With acquisition costs soaring and customer expectations higher than ever, brands that can deliver tailored experiences are the ones thriving. Platforms like Shopify have made it easier than ever to gather zero and first-party data, but the real magic happens when that data is centralized and leveraged through a Customer Data Platform (CDP). CDPs, like Klaviyo’s, empower brands to unify data from multiple touchpoints, delivering truly personalized experiences that increase customer lifetime value and boost retention.

When Does a CDP Make Sense?
While CDPs can unlock advanced personalization and drive revenue, they’re not a fit for every brand. Typically, brands with annual revenues of $10 million or more are the best candidates for adopting a CDP. At this threshold, the volume of data across channels like email, SMS, loyalty programs, and POS systems becomes complex enough to warrant unification and advanced insights. Smaller brands can achieve a great deal with tools like Klaviyo’s standard email and SMS automation platform, but CDPs shine when managing larger datasets and delivering highly nuanced, predictive personalization at scale.

What’s Possible With Klaviyo’s CDP?
Klaviyo's CDP enables brands to go beyond traditional email and SMS marketing capabilities. For example, it empowers advanced predictive analytics, allowing brands to anticipate customer behavior, such as when they’re likely to make their next purchase or churn. Brands can use these insights to trigger timely re-engagement campaigns, helping to reduce churn and increase retention rates. Klaviyo’s CDP also supports real-time personalization, such as dynamically adjusting website content to reflect a shopper’s preferences, past purchases, and browsing behavior. This level of personalization wasn’t possible before without heavy development resources.

Brands like 2(X)IST demonstrate how leveraging Klaviyo’s CDP can streamline marketing efforts. By aligning customer data across email, SMS, and web channels, they’ve created a seamless experience that enhances personalization and improves reporting efficiency. Another key capability of Klaviyo’s CDP is cohort analysis, which helps brands uncover trends among different customer segments. For instance, comparing TikTok-acquired customers to email-acquired ones can guide smarter marketing spend and optimize ROI.

Other CDP Options
While Klaviyo’s CDP is an excellent choice for Shopify merchants, other CDPs like Segment by Twilio, Adobe Experience Platform, and Amperity offer alternatives based on specific needs. Segment excels at API integrations for custom setups, Adobe provides robust enterprise-level tools, and Amperity specializes in AI-driven customer identity resolution. Each option helps brands unlock the potential of their customer data to deliver exceptional, personalized experiences.

Building in Public with SCALIS: Achieving Feature Parity to Accelerate Migration Velocity

SCALIS is on the cusp of a major milestone: achieving complete feature parity with existing Applicant Tracking Systems (ATS). This is a game-changer for us. Once we meet all the core functionality expectations of traditional ATS platforms, we’ll be able to accelerate customer migration significantly. Why? Because we’ll not only fulfill their baseline needs but also allow to them to start tapping into the unique advantages SCALIS offers.

Our integrated talent marketplace, powered by AI, is a prime example of what sets us apart. Beyond just managing candidates, SCALIS enables employers to connect with a diverse, pre-vetted talent pool, streamlining the hiring process and saving time. For customers, it’s no longer a decision between maintaining their status quo or trying something new—they’ll get everything they’re used to and more. This dual offering of meeting expectations while delivering innovation positions SCALIS as a true industry disruptor.

As we close in on this milestone, we’re actively gathering feedback from early adopters to ensure a seamless experience for all users. The next phase? Scaling adoption and showcasing how SCALIS isn’t just another ATS—it’s the future of hiring.

What I’m Thinking About This Week: Driving Change in Legacy Industries Through Guidance, Not Aggression

Heading back to Miami after a successful week connecting with wineries and alcohol industry leaders, I’ve been reflecting on how to navigate innovation in industries that have historically been slow to adopt new technology. One thing is clear: change is necessary, but the approach matters.

In industries like wine and alcohol, there’s often a deeply rooted history behind the way things are done. Jumping in headfirst and aggressively challenging their processes can alienate the very people you’re trying to help. Instead, it’s a guidance and education process that works best. For me, that means taking the time to immerse myself in their operations, learning the reasons behind their workflows, and understanding the pain points they face daily. There’s a reason they’ve operated this way for decades—it’s not out of stubbornness but often due to regulations, market dynamics, and a lack of viable alternatives.

At the same time, these industries are beginning to recognize that innovation isn’t just beneficial; it’s essential to staying competitive. By positioning myself as a partner, not a disruptor, I’m able to showcase how technology can enhance their existing systems rather than tear them down. This collaborative approach allows for trust to develop, creating the foundation for meaningful change. If you’re working with legacy industries, remember: it’s not just about showing them what’s possible but also earning the right to lead them there.

This Week’s The D2Z Podcast

#137 – Combating Delivery Fraud

🎧 Listen Now 🎧

In this week’s episode, I sat down with Bobby MacKinnon, Co-Founder & CEO of Deliverlitics, to discuss the growing issue of delivery fraud in e-commerce. We explored:

📦 The impact of delivery fraud on e-commerce businesses
🛠️ Strategies to enhance customer experience and reduce fraud
💻 The role of technology in preventing fraudulent activities
🛒 Insights into consumer behavior and how it affects delivery fraud
🛡️ Protecting brand integrity while addressing fraud

Tune in to learn how to safeguard your e-commerce business from delivery fraud and improve overall customer satisfaction.

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