148 THE DISTRIBUTOR’S LINK STAFDA BEAR GRYLLS TO KEYNOTE STAFDA’S SAN DIEGO MEETING from page 78 In addition, Jude Nosek, Vice President-Marketing and New Product Development, for Keson LLC, Aurora, IL, will be STAFDA’s Associate State of the Industry Speaker at the General Session. For over a decade, he worked in marketing for Anixter, a $10 billion company with 500 inside and 150 outside salespeople. He wrote hundreds of brochures, technical white papers, product sell sheets, and catalogs. During that time, Nosek also worked as a project manager and eventually as an internal creative director designing sales and marketing strategies and support materials executed around the globe. In Fall 2004, he was asked to assess the marketing needs of Keson, a company founded in 1968 by his grandfather, Roy Nosek (the company name is the family name spelled backwards). Soon, Jude was working alongside his brother, Aaron and cousin, David. Since that time, Keson has weathered almost 20 years of growing stronger and more relevant to those who need measuring and marking products. The greatest challenge to date came with the joining of two companies to form Keson LLC and the subsequent introduction of Austrian-based SOLA products and Keson Levels into the North American market. He worked with teams on both sides of the Atlantic to help craft an offering, compose messaging, and launch the next phase of Keson’s evolution, balancing the needs of both brands under one company’s offering. STAFDA’s San Diego Convention Registration opens on Monday, June 27 at 8 a.m. Central from the membersonly section of stafda.org. SPECIALTY TOOLS & FASTENERS DISTRIBUTORS ASSOCIATION JOE DYSART AI PERSONALIZED NEWSLETTERS: HOW FASTENER DISTRIBUTORS CAN DEEPEN CUSTOMER LOYALTY from page 102 The service also integrates Google Analytics into its service, so you’ll be able to rely on world-class analysis to better personalize your newsletters with each send. Plus, MarketTraq serves-up an ‘Email Engagement Score,’ for every subscriber, enabling you to segment-out readers based on the interests they share, the amount of money they have to spend based on past behaviors, how often they engage with your personalized newsletter and similar. ¤ Frizbit (www.frizbit.com): The service’s newsletter personalization starts by tracking products and/or services each subscriber has purchased -- as well as each product or service they’ve engaged with, including categories they’ve shopped, images they’ve viewed and prices they’ve checkout. Friztbit will also analyze and adjust newsletter content based on the total amount of time a customer spends with the newsletter for your fastener distribution company or on your digital property, how often they spend money, the value of goods or services they purchase and the categories of goods and services they shop. Still other data points tracked include last time of visit to your Web site and the computer device or devices they use. ¤ Adobe Campaign Personalization (www. experienceleague.adobe.com/docs/campaign-classic/ using/sending-messages/personalizing-deliveries/aboutpersonalization). Adobe offers an incredibly detailed look under-the-hood at how its newsletter and marketing personalization works. Like its competitors, it personalizes newsletter and other marketing content for your fastener distributorship based on a subscriber’s interaction with your newsletter and other, highly personalized data points. Still other newsletter personalization services to check out include: *Bronto (www.bronto.com/product/email-personalization) *Autopilot (www.autopilotapp.com) *Emarsys (www.emarsys.com/channels/email) *Insider (www.useinsider.com) JOE DYSART
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