The methodology behind Slymetrix was born in 2014 when Gabriele Taviani, founder and CEO of the future startup, was working as E-Commerce Director at a well-known Italian company.
The inspiring motivation was to devise a solution to respond to a fundamental need in the sector: profit optimization. Profit is indeed the goal of every e-commerce, and understanding how to increase it is often difficult. Its primary analysis indicator is ROI, that is the return on investment. Therefore, increasing ROI is essential to improve the profit performance of e-commerce. How to achieve this result? The key to increase ROI lies in the attribution model used. Attribution means how sales are related to the investments made.
Most e-commerce uses the model called Last-Touch, which gives credit for the sale only to the last channel that brought the user to the site to purchase a product. This leads to consider as relevant to the sale only users who are convinced to purchase. On the other hand, the recent Multi-Touch method considers sales as the contribution of all digital media channels involved: in doing so, it works not only on convinced users but also on those potentially interested, to convince them to buy online. This is the most effective model to optimize ROI and the performance of e-commerce, this is the model adopted by the Slymetrix methodology. Initially, the solution was realized using spreadsheets that were cross-checked: they acted as first data analysis tools that allowed to understand, day by day, the performance trend of the moment and year and to use ROI and CPA to decide the volume of investments in all digital media channels.
After testing the effectiveness of the methodology, the idea of transferring the spreadsheets to a Saas platform to be made available to e-commerce took shape. 2020 was Slymetrix year: the Data-Driven ROI optimization technological solution for e-commerce. The proprietary methodology of analysis and improvement of online sales results is combined with an online platform consisting of 4 integrated components for budget planning, campaign planning, attribution and consolidation of traffic data and data analysis using dynamic dashboards.
Slymetrix is distributed to e-commerce companies through digital agencies, each of which represents a business partner. Agencies will have to integrate the technology provided by the platform to their consulting services, thus allowing to offer a unique solution adapted to the need of each individual e-commerce. Thanks to these tools, Slymetrix allows the optimization of investments in digital media channels to increase sales and decrease the acquisition cost, and so it is the right solution to allow every e-commerce to reach its goal.
