Dumb Data: Why Simple is Better

 The color attributes of wine are as varied as people...they’re like individual personalities 

The color attributes of wine are as varied as people...they’re like individual personalities 

 (2-minute read)

Have you ever cursed at an inainimate object? Like that piece of wood you screamed at when missing the nail and hitting your thumb....sure, we all have and we all know that yelling at the wood did not and could not drive the nail nor relive the pain in our thumb.

When you think about it, this is exactly what we do when trusting social platforms or web analytics  to market our products for us and then being dissatisfied by the results.  Making consumer data practical and effective is really much simpler...but by no means is it “simple”.  This is one of the areas I believe we as marketers and sales professionals err: we try to oversimplify and in turn we end up making things unnecessarily complicated.

Results oriented marketers want to drill down to what works without having to become “data scientists”, which is precisely what I believe the objective should be: teach how to resource exacting/useful data about our consumers and then point our businesses to the exact consumer targets we are interested in.

I’m a winemaker by trade now for 30+ years so what I want is exactly what you want (whether you are or are not in the wine trade!): to identify with greater accuracy the consumers who my brands resonate to....and let’s face it, demography is only either ‘single ingredient’ data or only a few components of a human ‘recipe’ (this is where the term ‘psychographic’ comes in).

Furthermore, talking about ‘analytics’ exacerbates what I need to be simple....or as simple as it can be made and still be useful in a complex business environment.


Although the term ‘segmentation’ is used to identify ‘groups’ of interests or historic habits (such as ‘Event Attendees’ or ‘Consumers with X birthday dates’ or ‘Chardonnay purchasers’, the use here in this article (and chart above) refers to Nationally Mappable Consumer segments that are simple to identify, build marketing campaigns to cater to and to locate where they live-work-and-Shop for ‘Go-to-Market’ implementation.

 Psychographic ‘recipes’ are the beginning of answering the “who” of consumer targeting. 

Psychographic ‘recipes’ are the beginning of answering the “who” of consumer targeting. 

Once you identify your ‘people recipes’ those recipe attributes can then be built into specific campaign materials to be used over and over again tweaking for the time of year, the specific ‘micro-data’ of a birthday or anniversary or holiday......but that’s just the beginning.!

First: Combined with the specific data that you may already have in your POS system or CRM, this information can now be personalized to the exact ‘segments’ you are mailing to or narrowed into communications that are relevant to the people you are speaking to.

Second: Using specific nationally mappable segmetation systems gives you a world of opportunity that you never before imagined (unless you have had access to historically large budget intelligence....which 98% of us Have Not).

Call or e-mail me at 209.625.6339 or info@wineconceptsintl.com and I will give you the short explanation of how to make what the “analytics” gurus make sound complicated and simplify your consumer identification process. 

Wine Business Monthly - DTC Network Launch

DTC Wine Workshops Launches the DTC Consultant Network to Serve Wineries Nationally

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Date: 09/10/14


Castro Valley, CA- September 10, 2014 -- DTC Wine Workshops announced the founding members of the recently launched DTC Consultant Network, a full-service consulting group connecting wineries with subject matter experts throughout the nation to grow direct to consumer (DTC) wine business, expand brand awareness and retain loyal customers.

The twelve founding members are: Janet Majors, Christopher Huber, Sandra Hess, Nicholas Karavidas, Mitch Tarr, Karen Barnes, James Davenport, Hilarie Larson, John Gavin, Marc Engel, Shaun McDonald and Adrienne Stillman.

This group of industry specialists offer deep expertise across a range of subject areas including e-commerce, CRM, wine marketing, tasting room goal metrics and training, wine club set up and  management, web design, social media and data management.

“Over the past few years, there has been a significant increase in direct-to-consumer wine sales across the U.S. Yet, many wineries struggle with how to approach and maintain this important sales
channel,” said Sandra Hess, founder of DTC Wine Workshops. “We’ve launched the DTC Consultant Network in response to this industry need, with a goal to help wineries identify the right tools and processes to achieve long term success for their brands.”

By bringing together consultants with diverse backgrounds, the DTC Consultant Network is able to offer wineries a holistic solution for all DTC wine sales and marketing needs. Clients work with Network members on a project-by-project basis, for maximum flexibility and support.

“The breadth and depth of the DTC Consultant Network allows us to service all manner of wineries across the U.S.,” said Hess. “Our members have experience working with wineries of all shapes and sizes and use that knowledge to deliver best-in-class solutions tailored to the unique needs of each client.”

DTC Consultant Network Members are based across the US and serve clients throughout all geographies, including California, Oregon, Washington, Virginia, New York State and Texas.

About DTC Wine Workshops

DTC Wine Workshops (DTCWW) is based out of the San Francisco Bay Area and works with wineries large and small across the US to grow direct to consumer wine business, build brand awareness and retain loyal customers. DTCWW uses proven methodologies and has strategic partnerships with select wine technology partners to assist with set up of a new direct to consumer sales division or to augment winery teams on a project-by-project basis.
Website: www.dtcwineworkshops.com
Facebook: www.facebook.com/dtcwineworkshops
Twitter: @dtcwineworkshop


Wine Concepts Announces Epiphany Analytics Intelligence Tools

   Wine Industry Insights Wine Press - Lewis Purdue

Wine Industry Insights Wine Press - Lewis Purdue

Epiphany Market Intelligence System Now Available For Wine

Submitted By: Lewis Perdue, August 06, 2014

August 7, 2014 Contact: Mark Chandler
For Immediate Release 209.481.0848

(Lodi, CA) – Nick Karavidas of Wine Concepts International is announcing the long-anticipated release of the Epiphany Analytics Market Intelligence platform, now configured for use in the wine industry. Epiphany is already well-known by many Fortune 500 companies for its ability to report critical information in real time, and now wineries will be able to benefit from all that Epiphany has to offer: a market intelligence system (MIS) platform specific to the wine industry. 

Wine Concepts use of the Epiphany platform will provide wineries unparalleled support to locate consumers who like their branding and style of wine, then pinpoints where they live, shop and dine. According to Karavidas “this platform will fundamentally change the paradigm of fine wine marketing. It will help build sales quickly, reduce marketing costs and make travel time in-market substantially more efficient.”

Components of the wine MIS include demographic and consumer segmentation analysis; geographic mapping support services; market sizing analysis; and cloud based business intelligence services. Karavidas has first hand experience with the platform, taking the OZV Zinfandel brand over the last 24 months to the #7 US Zinfandel overall, #1 Zinfandel between $10-$14/bottle and #1 selling Zinfandel Brand by Point of Distribution in the US (Nielsen Scan Data). 

To date, market intelligence systems have only been used by larger producers who could afford the technology and data analysis. To make this tool more affordable Karavidas teamed up with Carl Schroeder of GeoStrategies, Inc., a well established market research firm whose client list includes Microsoft, UGG Australia, Sun Capital, and LSG Skychefs. 

Schroeder offers “I am a big wine enthusiast and want to help the industry expand by employing the powerful Go-To-Market strategy tools that have been used in most other consumer product and service industries for years. We have priced the services so they are affordable for wineries of any size.” 

The Wine Concepts team is rounded out by industry veteran Mark Chandler as exclusive marketing agent. “I can attest to how robust the GeoStrategies MIS platform is, and am eager to help brands grow using this technology.” For more information and to schedule a demonstration please contact Chandler at 209.481.0848, or email him at mark.chandler@wineconceptsintl.com.
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