In our Martech Insider Newsletter, we feature a marketing technology each month that deserves recognition. This month, we spotlight Fanplayr, one of the world leaders in real-time audience segmentation. Kilian de Menibus, GM France, answers our questions.
Hello Kilian,
Can you describe your positioning?
Fanplayr is a global leader in real-time audience segmentation. Our full-service solution enables websites and applications to generate incremental performance and revenue by collecting and activating visitors' behavioral data in real-time.
What problems do you solve?
We help brands better understand their visitors, truly personalize the relationship, reduce dependence on third-party data, and thus increase site performance and business results at a constant media budget.
What are the main features?
Fanplayr activates visitors' behavioral data in real-time, based on 100 native segmentation criteria and the ability to add custom variables according to our clients' specific needs.
Our solution enables actions across different types of scenarios:
- Trigger purchase intent in "browsers"
- Upsell to buyers
- Retain abandoners
Your “Killer Feature”?
The "segment of one." This is the holy grail of e-commerce—replicating the effectiveness of the relationship between a salesperson and a customer in a physical store. A good salesperson adapts to the customer's behavior to offer the product or deal most likely to convince them. Activating behavioral data allows us to reproduce this "one-to-one" relationship.
Does Fanplayr integrate with other tools?
Fanplayr has built a "behavioral data hub" that connects various data collection and processing tools, as well as personalized communication tools (DMP, CDP, ESP, Chat, etc.).
Tell us about your onboarding process.
The process is very simple. We have optimized it to take as little time as possible for our clients, which is essential for effective deployments.
- Setting objectives for the system
- Implementing Fanplayr tracking on the site via a script in the site's tag container
- Presenting behavioral analysis and recommending strategies
- Going live with the first campaigns, managed by us
- Monitoring, adjusting, and enriching based on observed performance, we adjust the system and expand campaign distribution
How does client support work?
We have a dedicated CSM team based in Milan, with the French team managing the relationship and providing advisory and operational support to French clients. Clients have real-time access to the platform with comprehensive information on both Fanplayr campaign performance and audience behavior. Weekly reports are provided with key KPIs, and we hold monthly review meetings with detailed reports shared with clients.
What are your goals for 2020?
With the "Behavioral Data Hub," which centralizes all behavioral data within the Fanplayr platform and segments all types of user interactions on and off-site via open APIs, we help e-commerce and brands address the end of third-party data (i.e., cookies).
However, the current health and economic crisis compels us to support merchants. Many sectors are suffering, and online behaviors have changed drastically in recent weeks. Maximizing personalized interactions to guide, reassure, and convince users is crucial to preserving business or capitalizing on natural growth in certain, rare sectors.
In this unique period, leveraging behavioral data to optimize commercial performance on merchants' sites is a significant asset. To enable use of our solution during this challenging time, Fanplayr has further simplified its offer and provides adapted conditions.
- Setup fees waived
- Deployment within 48 hours via a script in your tag container
- 100% performance-based model
- No long-term commitment
How do you see the evolution of your market?
Today, only 1% of brands' budgets are invested in on-site conversion. Hundreds of billions of dollars are spent worldwide to attract visitors to merchant sites and try to bring them back. Less than 1% of budgets are used for the "digital last mile" to convert them into customers, or even retain these converted customers. We are convinced that the share of budget allocated to on-site actions to maximize efficiency by personalizing interactions with users will significantly increase in the coming months. Understanding user behavior in real-time to personalize their journey and convert visits into purchases is the dream of all advertisers.
About Fanplayr:
- Founded: 2011 in Palo Alto
- Offices: France, Italy, UK, USA, Japan, Australia, Mexico, Brazil, Argentina
- Employees: 60
- Team distribution:
- Product/Tech: 30
- Sales & Operations: 20
- Corporate: 10
- Clients: 300 international clients
- Client types: FCA, Guess, Smartbox, Kiko, Dolce & Gabbana, Samsung, Lexus, Vodafone, Lancôme, Alitalia, Air Europa, Latam Airlines, Party City. We work directly with advertisers and their media agencies to optimize campaign effectiveness.
- Main French clients: Pieces&Pneus, Wonderbox Thalasseo, Ricaud, Villages Clubs du Soleil, Wiko
- Funding: $8M raised in multiple rounds
- Main competitors: Beyable, Perfmaker, Kameleoon, AB Tasty
Thank you, Kilian, for your time and insightful responses.
At SaaS Advisor, we have several successful missions with major groups and collaborate with various market software vendors. Want to learn more?
Other software vendor interviews? Discover Happywiz, which offers a solution for maximizing customer acquisition profitability.
