The Journey

My life up until now.

Bill McCloskey

Bill McCloskey

Bill McCloskey is the Founder of Only Influencers, eDataSource, Emerging Interest, and the Rich Media Sig.

 

georgebilbrey

OI: Return Path recently rebranded themselves as an Email Intelligence company. Can you tell me what exactly that means? 

 

George: The goal of Email Intelligence at a high level is to take a lot of the guess work for marketers in how to optimize their email marketing program. Everyday on the Only Influencers list there is a question "say, should we do 'X' and our goal is to provide empirical evidence that if you do 'X' here is what the results are based on where you are in your email marketing program right now. So it is the application of a lot of different data - some of panel data that Josh was talking about comes from Other Inbox, some comes from ContextIO, plus our vast store of reputation data, the data we have coming from ISPs - apply some really great analytics to that and turn that into solid advice for email marketers. 

 

OI: can you give me a concrete example of the kind of advice a marketer might be able to get out of it? 

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Today was the official announcement that eDataSource has acquired Boxbe. Congratulations to eDataSource's CEO Carter Nicholas who was instrumental in this: what started as a conversation at a trade show 2 years ago has led to a reinvention of eDataSource. 

Having created eDataSource out of my garage in 2003, obviously this is tremendously exciting for me. 

Here is a little history of the start of eDataSource: 

In August of 2000, I launched my first for profit company: Emerging Interest (previously I had started a non-profit called The Rich Media SIG and the money from that company helped provide the seed money for Emerging Interest). Emerging Interest was an interesting idea that is being copied today: I would take vendors in to meet decision makers at agencies and companies in a traveling road show. Over the years, agencies would hire us to find vendors for a particular project. One day Ogilvy contacted me and asked me to find a competitive intelligence vendor for email. One of their clients wanted to monitor the competitors email campaigns. 

After talking to every competitive intelligence company, I found out no one monitored email. Why, I wondered. Well, I reasoned, there was no easy technological solution. You couldn't scan people's inboxes. So what was my big idea? Why not sign up to every list out there and archive what came in? Here I had an idea and a potential customer. I shut down Emerging Interest over the next few months and launched Email Data Source. 

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hud-smalt-whskThis weekend I took a ride up to Gardiner, NY to visit the Tuthilltown (pronounced Tuttle Town) Spirits Distillery. I was expecting a quick 5 minute tour of facilities followed by a tasting of their Hudson Whiskey. What I got was instead was one of the most interesting stories in entrepreneurship I've ever heard about.

Started 7 years ago, Tuthilltown Distillery became the very first Distillery to open in New York State since prohibition. Seven years later, Hudson Whiskey is available around the world (20 cases where headed to Lebanon while I was there) in their distinctive Pharmacy bottles and employees about 27 people, growing to 40 according to their growth plans. The success of Tuthilltown is a story that touches on every exciting aspect and stage of entrepreneurship, and the reason I love entrepreneurship so much.

Rule One: Adapt Or Die.

Ralph Erenzo, a professional rock climber and founder of ExtraVertical Climbing Center in Manhattan, had a dream of creating a Climbers ranch near The Gunks, a popular spot for climbers near Gardiner, NY. After purchasing the land, neighborhood opposition prevented Ralph from creating his dream. Now what?

Rule Two: Take advantage of a Change in Circumstances

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I've spent most of my career writing and speaking about online marketing. But today I want to write about something that is unique to the Brick and Mortar store experience. Something that can't be replicated in an online enviornment. I want to talk about why I shop Macy's. 

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