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Emilio Di Marco: Closing the Gap Between Access and Application of Shopper Data

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Emilio Di Marco

Emilio Di Marco of Aument.

Tell us about yourself?

Throughout my career, I’ve been:

• Building companies, from a marketplace for bands to a corporate gifts company.

• Leading brands, including WeWork, Corona, Stella Artois, and SAP.

• Promoting great companies, such as a beer I launched called Paceña 710 and a Covid-tackling supply network for workspaces.

Today, I’m focusing on:

• Forming great employment opportunities for my team at Aument! • Building a platform that increases sales and retention for online stores.

What do you think is the single biggest misconception people have when it comes to startups?

The misunderstanding of the word startups in itself, many people don’t realise we have to be in a certain industry to be a startup, not just a small business.

If you could go back in time to any moment from your journey, and give yourself one tip, what would it be?

I’d go back to when I was raising, and tell myself that I shouldn’t let myself get down in the dumps. There were MANY hard moments but I believed in the mission. I needed to understand that someone else would eventually believe too, it was only a matter of time.

What makes you stand out as an entrepreneur?

My energy. I think it’s contagious when I talk to the team, though because they are always coming up with new ideas and solutions I would never think of.

What are some of the best working habits you’ve gained over the past couple of years?

1. Now, Ican handle frustration better than ever. The key is to share it! Once I worked out I don’t have to solve everything alone, the frustration becomes short-lived. 2. Talking to users is the best way to learn.

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They will always tell us what problems they face, then it’s up to use to build something to solve it! I love to be involved in company operations. I enjoy understanding what’s going on in everyone’s day-to-day.

I’m privileged to work with people who are transparent and can also get everything done independently. 3. I’m more than a brand builder. After these months of helping product direction, raising funds, and hiring, I’ve developed skills that I know will serve a lifetime.

Give us a bit of an insight into the influences behind the company?

Shoppers expect brands to understand them, but few ecommerce stores can hire teams of data scientists, analysts, and marketers.

There was a gap between access to customer data and the capacity of online stores to actually use this data, meaningfully. Companies shouldn’t have to struggle to make decisions based on data, nor should customers experience this disconnect.

Me and my 3 co-founders decided to bridge that gap, launching a toolbox of automations so that brands of any size can set up plug-and-play actions that drive purchases, at the click of a button.

Where do you see your business in five years?

Since we don’t believe in one-size-fits-all automations, nor do we believe in burdening store owners with pain-staking marketing management, we’ll keep adding ways to save store owners those head-aches.

Today, Aument takes on data analysis and audience segmentation, and tailors strategies backstage, so that busy ecommerce leaders can simply sit back and watch sales rise, engagement improve, and their revenue skyrocket.

Tomorrow, maybe we’ll be using that same data to identify stores worth for investors, or financing… As long as we keep solving a problem, the 4 of us will keep going.

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What do you think the biggest challenge will be for you in getting there?

Data security and cookie laws, all the protection laws are both a hurdle and a boon for us. We can design ways to solve them, but we struggle against increasing restrictions like everyone else in the meantime! While we’re currently in a dip, as the economy recovers we expect competition to heat up.

We’re confident because, as easy as it is to say, “let’s build that,” in practice it takes a lot of time, patience, and expertise. I want other startups to succeed alongside us but I know that all of us in the ecommerce indistry need to step up our game to survive this recession, and then emerge stronger.

Talk to us about your biggest success story so far?

In the first Q of this interview, you’ll find that story! https://aument.io/blog/fireside-chat-with-our-ceo-the-roller-coaster-of-raising-capital/

How do clients and customers find you? Are you much of a salesperson for yourself?

I probably do more sales than the other 3 co-founders, Sacha Landesmann, Mario León, and Alan Helouani.

We have a strong growth team (since we help companies with growth strategies and automations!) so there is already a lot of awareness of us in the market, despite our size.

Many partners and media teams find us on LinkedIn because we have a strong presence there.

Some customers come to us through our TikTok and Instagram because our star-studded design and content team make really engaging content. A lot of our merchants find us directly in Shopify though: https://apps.shopify.com/aument-platform

What one tip would you give to fellow startup founders?

The best is always yet to come: Enjoy the ride!

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Build in public: You’d be surprised what a little humility can do for your business.

And finally, what do you hope the future brings both you personally, and your business?

More opportunities like this! I would love to be able to meet more people, speak to them about their problems, and see if our data scientists and our expert marketers can solve them.

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