Marketing automation is playing a key role in making local scale for many marketers. It’s been front-and- center for companies like Demand Force, InfusionSoft and SignPost. Another contender is Frederick, a 20+ person marketing automation company based in San Francisco that was recently acquired by Booker.
Frederick takes a Big Data approach to data it receives from Booker and a host of other platforms. Using a combination of artificial intelligence and automation, it works with SMBs in a number of vertical categories that rely on frequent visits from customers (i.e. health & beauty, auto repair) to fill appointment slots. It also helps reinforce and engage customer relationships via reminders, review solicitations, upsells and cross-sells.
The company’s goal is to build a 1:1 marketing plan for its customers. In doing so, Frederick CEO and co-founder Corey Kossack tells us that the company looks at a number of variables, including customer transaction history, service sale-through rates, staff utilization rates and daily occupancy information.
While there hasn’t been a long track record – the company was founded in 2014 — customers are averaging revenue growth of 30% year over year, says Kossack. “What we have found is that structured data can be used to drive better results than segmenting a Constant Contact list,” he says.
Frederick’s application of Artificial Intelligence is what Kossack believes is its differentiator. “We are unique here in that we make decisions on behalf of the business based on proprietary algorithms,” he says. “Frederick is like a living, breathing marketers, studying millions of data points to determine what to do next.”