How Postmates Optimizes Campaigns on the Fly with Real-Time Data - eMarketer
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eMarketer Interview

How Postmates Optimizes Campaigns on the Fly with Real-Time Data

Preview from eMarketer PRO

An interview with

Bill Magnuson, CEO and Co-Founder, Appboy

Tanner McGrath, Lead Product Manager, Postmates,

Topics:

Interview summary

When delivery service Postmates rolls out a national campaign, real-time data is not a nice-to-have—it’s a must-have. The company doesn’t wait for a campaign to be over before assessing learnings and making changes, and instead prefers to make changes while campaigns are live. Tanner McGrath, lead product manager at Postmates, and Bill Magnuson, CEO and co-founder of Appboy, spoke with eMarketer’s Maria Minsker about how Postmates chose the vendor to help achieve that level of agility and enable real-time data to flow effectively through its technology stack.

Interview

eMarketer: How important is real-time data insight for Postmates’ marketing campaigns?

Tanner McGrath: It’s very important for our organization, especially when we’re running large national campaigns, because it’s difficult to measure the effect of massive campaigns on our user base. It’s extremely important that our marketing stack is connected to our product, so that in-app behaviors can quickly be tied back to marketing communications.