Chipotle’s loyalty gains, Semrush IPO: Wednesday’s daily brief

Success in marketing extends more than ever to broader business goals. The stakes have never been higher. Salesforce’s intention to acquire Slack this fall shows the principle. Now that the company is in the news, marketers, and investors are thinking of more than just the $ 27.7 billion price tag. Slack connects all parts of an organization, not just the sales and marketing teams. The success that marketers achieve through revenue and customer loyalty also contributes to greater business success.

You see these broader implications with the Chipotle burrito chain. A strong digital CRM strategy attracts more customers and tells how new stores open in times of crisis. The growing number of loyal premium customers not only helps increase sales but also draws valuable data from the first part of Chipotle’s “walled garden”.

To organize multichannel messaging with customers, marketers and other teams within the organization must agree on common goals. These teams need to continuously communicate through collaborative tools (like slack), with a lot of work and future success in shared innovative ideas.

The Chipotle Rewards Game

Marketers see a number of new obstacles to achieving the same accuracy in messaging that customers have come to expect. Your data has never been more valuable, as big brands become walled gardens with millions of customers to explore and grow.

Reality regulated after cookies increases the importance of loyalty and CRM. For a chain like Chipotle, the growth of reward programs is the result of integrated strategies, from delivery and shopping experience to multi-channel pricing and band marketing.

Last month, the company raised $ 20 million in Rewards for members. They also saw a 174.1% year-over-year increase in digital sales. Of course, 2020 was not the normal year. The shutdown, supply chain challenges, security measures, and other factors caused by the pandemic changed the Chipotle experience.

While many food destinations are stagnant, Chipotle opened 161 restaurants in 2020 and only closed nine. This brought the total number of restaurants to 2,768 at the end of the year. Some of the new stores have added 100 ramps, allowing customers to place and receive orders online without leaving the car.

Suresh’s IPO order recognizes critical risks

Serums’, the online visibility platform, plans to offer its Class A shares through an initial public offering. The company will be listed on the New York Stock Exchange under the symbol “SEMR”. Serums’ offers competitive SEO, PPC, content, social media, and search solutions.

The statement on the S-1 form shows the numbers behind the SEO tools platform. In 2020, the company only sold $ 125 million, up from $ 92 million in 2019. Gross profit in 2020 was just under $ 95 million, up from just $ 70 million. Millions of dollars in 2020. $ 54.5 million spent in 2020 and $ 41.7 million in 2019. This resulted in a net loss of $ 7 million in 2020 and a net loss of $ 10 million in 2019. Half of the sales come from customers in the United States.

The investment risks mentioned in the statement include limited end users. users may reduce our ability to attract new customers or to develop and reduce certain products. This is a clear warning sign in an environment where third-party cookies will be rejected by all major browsers by 2022. Semrush also expressed concern about possible regulatory changes related to consumer privacy.

Why do we care?

 Semrush is considered a leader in SEO software and you don’t have to be a marketing expert to be interested in how this IPO will develop, especially in a scenario of growing consumer privacy concern and how you can avoid cookies. based on the detection.

Another alternative to the responsibility of cookies

User identification and guidance methods continue to grow as LiveIntent Email Identity Solutions announces that the IDless solution is fully integrated into MediaMath’s SOURCE digital media ecosystem for its 2,500 business partners and service publishers.

LiveIntent nonID acts as a bridge between brand or publisher data and the wider identity ecosystem using encrypted email addresses. Through the channel and on various devices associated with the email address, it is used to integrate the data, which is then sent back to the brand or publisher for action.

The integration aims to help MediaMath SOURCE customers better understand the auditory behavior of the open web. MediaMath is already integrated with LiveRamp’s IdentityLink and is a leading member of, the open-source platform that recently acquired Unified ID 2.0 from The Trade Desk.

Why do we care?

The challenge of delivering relevant ads to the right audience without third-party cookies can be addressed with a cohort approach, such as Google’s FLoC or primary database IDs, such as an email address or phone number. The latter option is rapidly evolving into a complex network of competitive and collaborative solutions, and no one knows how to solve it yet.

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