{"version":"1.0","type":"rich","provider_name":"Acast","provider_url":"https://acast.com","height":250,"width":700,"html":"<iframe src=\"https://embed.acast.com/$/62301a5c63c97500122f8a76/6a41e387a3fa97823725bb96?\" frameBorder=\"0\" width=\"700\" height=\"250\"></iframe>","title":"Creating Information from Data through Enolytics w/ Jesse Lange & Mark Evans","description":"<p>Sometimes data can be overwhelming.&nbsp; Being able to transform that data into actionable information can deliver high ROI.&nbsp; Jesse Lange, Managing Director of Lange Estate Winery, and Mark Evans, President of Triumph Advisors, discuss how <a href=\"https://www.enolytics.com/\" rel=\"noopener noreferrer\" target=\"_blank\">Enolytics</a> helps them make strategic decisions through actionable information in every part of their businesses, from DTC and wholesale into operational planning.&nbsp; Thanks to Enolytics for sponsoring this episode.&nbsp;</p><p><br></p><p>Detailed Show Notes:&nbsp;</p><ul><li>Jesse’s background: 2nd generation winegrower in Willamette Valley, focus on winemaking and grape growing</li><li>Mark’s background: helped build Jackson Family’s fine wine division, ran wineries for ~20 years, now fractional CEO for 2 wineries (higher end, DTC focus)</li><li>Often there’s too much data (facts) and not enough information (which is actionable)</li><li>Gut instinct not always the best tool, having data is critical</li><li>Enolytics having both DTC and wholesale data can be used for production planning, revenue projections, planning market trips, seeing which varietals/SKUs doing well in each region</li><li>The data enables building 10 year revenue projections by channel at the driver level (e-commerce, hospitality, membership, wholesale)</li><li>Key metrics to look at: membership retention rate, customer lifetime value by acquisition source, purchase velocity</li><li>Drilling down on wholesale data allows targeting the right markets</li><li>Mark requires clients to use Enolytics (or another data platform) to partner with them</li><li>Enolytics helps move from reactive to proactive, e.g. - Mark often converts tasting room staff from part-time to full-time and has them implement outreach programs to at-risk members determined by Enolytics in their downtime</li><li>Can be used like a CRM tool, even where Salesforce was unsuccessful</li><li>Can see some impact of critic scores through the data, but influence has been waning since ~2005, younger generations not really looking at scores</li><li>One key insight is understanding member referral, correlating customer acquisition data to new club members</li><li>Enolytics is high ROI: can often do 2-3 programs that deliver $5-10k/each that micro-targets people and doesn’t overwhelm the customer base</li><li>Advice for other wineries: looking at peer wineries is critical, need to train people on the data tools, and ensuring the data mapping from e-commerce to Enolytics is accurate is essential</li></ul><p><br></p>","author_name":"Robert Vernick, Peter Yeung"}