Live campaign with Gap: http://gap.secondfunnel.com/livedin/
A web-based landing page creation tool for digital marketers at retail brands. Our machine learning algorithm IntentRank tracks how a visitor interacts on the landing page, and updates it in real time with a better product match for that visitor. We've delivered a 24% lift in purchase actions from visitors with an average time-on-page in minutes.
Intent data is fed into a retargeted advertising engine to close the sale. We are expanding into richer retargeting with native ads, featuring the same content that someone interacted with on page.
Our landing pages are used for display ad campaigns, search engine marketing, email marketing and social marketing. Pricing is from $10 - 50k / month, depending on use-case and traffic.
Our platform has two key technologies:
1. IntentRank - a machine learning algorithm that determines purchase intent based on an individual's interactions with content. It is incorporated in our landing pages, as well as any marketing property the brand has.
2. Content Graph - the entirety of a brands visual content tagged with product & intent data, and the relationships between the content. It takes in specific product & content interests and provides related content for display in pages & in advertising. It has a machine learning component that updates the content relationships based on actual interaction data.
In combination, they create a consistent message across touchpoints with a visitor that has a measurable impact in sales.
Fraser has known every other founder over the past 6 years through school & hobbies. Neal and Fraser climbed mountains together; Marco and Fraser travelled Europe together; & Nick and Fraser played board games together. Fraser started Second Funnel, with everyone else joining to fill specific roles (Marco: sales, Nick: product dev, Neal: technology dev).
Today, digital marketing is broken - it does not resemble how people actually make purchase decisions. By linking up new technologies (dynamic pages, retargeting, native ads), we can create a new funnel to purchase.
We have deep experience in ecommerce (~3,500 ecommerce stores use products we've built) and top-tier brand digital marketing (>$25m digital marketing budgets).
Customers include Gap, Old Navy, American Eagle, Samsung. Direct path to $15m in revenue (25 brands @ $50k / month rev)
Fraser taught himself to program to build a real $s micro-payments system (later abandoned due to lack of adoption).
Marco (coming from a mechanical engineering background) worked his way into the top tier of the agency world. In less than two years he was the lead strategist for Starbucks and Disney, advising on $15m in online marketing spend.
“We create all this content but it’s hard to tell if it’s helping us sell more. Second Funnel allows us to tie content directly to product sales.“ - Shawna Olsten, Director Global Marketing, Native Shoes
“Second Funnel really makes sense for ecommerce and the way I see things heading: Shoppers love the browsing experience and too many sites wind up in a dead end on their product pages.” – Grace Carter, Head of Online Experience, Aritzia
"Instead of a hard sell, its a soft sell. A more human sell." - Martin Aubut, Director of Interactive Marketing, L'Oreal