AdAge names Vanessa Krumb, CEO of Revere.ai in their 25 Marketing Technology Trailblazers alongside other category innovators including Bob Stutz, CEO of Salesforce Marketing Cloud and Paul Adams, VP of Product at Intercom.
Vanessa has spent over fifteen years experience working at the intersection of marketing and technology, for companies including Google, Symantec, and the agency ROI DNA. She’s seen and experienced firsthand how teams at digitally driven businesses operate and the challenges they face, from startups to Fortune 500’s.
What trends is Revere tapping into, that helped it to get on this list?
Big data and fragmentation. There are an overwhelming number of ways that marketing teams can connect with their audiences, and with that comes streams of data that need to be managed and deciphered. Everything from understanding how campaigns are performing at a high level to just knowing when one touch point within a funnel is acting up. The responsibility for managing the customer experience end-to-end is distributed across a lot of people in an organization, and things can change really fast without anyone actually understanding what’s impacting performance. And here we have teams trying to constantly keep an eye on what’s going on by keeping a bunch of browser tabs open and refreshing their screens every five minutes. I can’t tell you how many marketers I’ve spoken to who do that. I totally get it, but it always amazes me. With the technology we have today it just seems crazy that that’s been their best option. So, great that we have all of this big data to tap into and make smarter marketing choices, but we’re barely scratching the surface of what’s going on in that data. We have a real data utilization problem here.
How is Revere innovating in this space?
We’ve seen hard it was for teams to stay on top of their marketing data, and also know that this isn’t just about solving that workflow burden – there are some seriously expensive problems that can go undetected and cost companies a lot of money. So our focus is to make it really easy for people to identify these problems across their data sets.
We like to think of Revere as a smart analyst, constantly reviewing and processing the data at a speed that no person possibly could – and keeping an eye out for the most expensive problems and notifying teams when those problems arise.
Compare this to analytics dashboards, for example, where you now have a few KPIs on the screen in front of you, but you still have to constantly watch that screen, or dig into it to find problems. There’s definitely a place for all that, but Revere is about proactively surfacing insights from your data. It detects issues and races them over to you fast so you can do something about it when it matters most – right now.