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950 Randolph St.
CA, 94559
United States
Paul Mabray

Market Leading Insights For Wine Brands

Emetry is the newest industry analytics platform delivering breakthrough data through our multiple partnerships, focused on generating high-impact outcomes.

Success now depends on being more informed than your competitors. Market intelligence, brand intelligence, and audience intelligence are not optional requirements for success but daily sources of insights for modern wine brands.


"Successful wineries 10 years from now will be those that adapted to a different consumer with different values." 

Source: Silicon Valley Bank Wine Report 2018


Emetry exists to deliver relevant, accurate and actionable consumer insights to the wine industry in one easy to use, constantly evolving platform.


  • The wine world has no idea what’s happening at the consumer level. They’re mired in sub-par samples, small studies, and misapplied generalizations. We exist to help wine brands understand and serve the actual humans in their market.
  • We exist to provide the wine industry an always-on data source of consumer behavior that powers actionable insights for those selling & marketing wine brands.
  • With Emetry’s comprehensive dataset and marketing leading data hygiene, it’s possible to pinpoint very specific opportunities for wine brands big and small. 
  • Data driven decision making is the only way forward. Get real time market intel on not only the health of your brand in the market but its relevance in the mind of your customers.





Meet Emetry\'s CEO Paul Mabray
Meet Emetry\'s CEO Paul Mabray
Paul Mabray has been a powerful change agent in the wine industry for over twenty years. He began his career working in traditional three-tier sales and marketing with Napa Ale Works and later innovating direct-to-consumer sales and marketing models with Niebaum Coppola. Since then, he has been at the forefront of all major digital trends for the wine industry, working with and when they entered the wine-digital space. He founded two companies that have significantly changed the US wine landscape for digital. First by introducing winery e-commerce with Inertia Beverage Group that transformed into pioneering winery e-commerce and then again introducing social media and social customer relationship management with He is considered the wine industry’s foremost futurist and thought leader, harnessing the power and potential of digital tools and methodologies to move the industry into the future.
Ken Burbary, Chief Strategy Officer
Ken Burbary, Chief Strategy Officer
Ken Burbary is a strategic digital marketing, data and analytics consultant for the most influential brands in the world. Ken provides guidance and business counsel to fortune 500 brands in the areas of digital strategy, digital marketing, marketing measurement, big data, analytics, emerging digital technologies, and digital business transformation. He is also a founding Digital Marketing Professor at Cornell University’s Digital Marketing Intensive program at Cornell Johnson Graduate School of Management. Prior to founding his own digital consultancy, Ken spent nearly 20 years in digital marketing & advertising industries where he is considered a nationally recognized expert on digital marketing analytics. Ken has held digital leadership positions such as Chief Digital Officer at Campbell Ewald, Director Digital Advisory Services at Ernst & Young, and VP, Strategy & Analysis at Digitas and has worked with some of the biggest names in marketing, including Goldman Sachs, American Express, Proctor & Gamble, Kraft, General Motors, Chevrolet, Delta Airlines, Walgreens, MillerCoors, Pfizer, the U.S. Navy and the U.S. Postal Service.
Monty Waldin interviews Paul Mabray
Monty Waldin talks to Paul Mabray at to discuss the digital futures of the wine industry.
The Dødsing Point Can Improve Customer Retention

What if we told you that minimal intervention within the customer journey could lead to at least a 26% lift in orders? What if we told you that we discovered the point in the customer journey where the customer is likely to stop purchasing? What if you could quickly identify when a customer is approaching that point, and the optimal time to intervene with them? Intrigued? Let’s back up for a moment. 


Many wineries and their marketing efforts are focused on acquiring new customers and/or mailing list subscribers. It is relatively easy to measure database growth and there is an inherent satisfaction in gaining that new subscriber. While customer acquisition cost (CAC) can vary across wineries and acquisition platforms, the cost can be quite high and is typically much higher than retaining an existing customer. Some sources indicate that it can be 5 to 7 times more expensive to acquire a new customer than retain an existing one. Not only does it cost more to acquire a new customer, but selling to that customer is significantly harder than selling to an existing customer (Invesp reported the probability of selling to a new prospect is 5-20%, whereas the probability of selling to an existing customer is 60-70%). This becomes notably more complicated when you take into account where a customer falls in their journey with your brand. Are they a casual buyer, or one of your top purchasers? Can you lead a casual buyer to become a top performer?

This is where “The Dødsing Point” (our discovery and term for this key moment) comes in.


We think this is one of the most important discoveries for DTC wine in the last decade. Through a combination of segmentation, enhanced RFM algorithms and cluster analysis of buying behaviors per buying group, our data team led by Sara Redahan, Yash Gad, and in partnership with our director of marketing, Erica Gomez, discovered the Dødsing Point. At its core, the Dødsing Point is the point at which a majority of customers stop purchasing – their customer journey has ended. Despite its name, The Dødsing Point is not always a singular point. Sometimes it’s one key moment, but most often it’s at two critical points along the customer’s journey: the point where 50% of the customers stop purchasing, and then again at the 25% drop-off mark.

Determining how each customer cohort interacts with your brand, and what those footprints look like within the customer journey of each buying group is vital to understanding your customer database. You would not expect the person who is just beginning their journey with your brand to behave the same way as someone loyal to your brand for years. Nor would you intervene with them in the same way. 


Every customer is important, but not every customer has the same importance. To this end, we cluster customers into four cohorts (Top Performer, Consistent Buyer, Casual Buyer, Interested Buyer) based on an enhanced RFM model, allowing us to analyze the behavior of the cohort and determine the unique Dødsing Points. The best intervention strategies happen at the two points along the customer journey (50% and 25% Dødsing Points) – with the goal of the intervention being to extend the life of the customer before the jump off the cliff. Meaning, get the customer to place more orders before they stop purchasing.

If you can extend that journey by even one order across those lost consumers, you can see at least a 10% lift in revenue. And that is based on interventions with your casual purchasers alone. Imagine what the lift would be like if you impacted your consistent buyers or your top purchasers? Not only would you be impacting the lifespan of each customer cohort, increasing their respective lifetime values, but you would be continually engaging with the individuals within that cohort, ultimately improving retention overall by impacting brand loyalty. This alone can lift a customer into higher cohorts over time.


Understanding the Dødsing Point is an essential part of extending the relationship between a winery and its customers. We estimate that if, at a minimum, you do a poorly performing weekly intervention using our Dødsing Point (1% conversion) the compounded savings and growth of your DTC business will be a 26% increase in transactions. Imagine what you can do with a super effective intervention.

But remember, not all customers carry the same importance, and understanding how each cohort interacts with the brand is vital to extending their lifespan. Additionally, interventions should cater to where a customer is in their journey. For example, perhaps the causal buyer receives an automated, generic email as they approach their point, thanking them for being a customer and receiving a code for complimentary shipping on their next purchase of 6 bottles. Or the consistent buyer gets a letter in the mail inviting them to a special tasting event. Or the top purchasers receive a personal phone call from the winery owner, asking about their experience. The type of communications offered should match the brand voice and business model, but knowing when to intervene is just as important as knowing how to intervene. Each customer is unique, and the experiences they have with a brand impact how long they stay with the brand. By giving these customers a touch of personalized interaction as they move towards their cliff, wineries can prevent the dive from happening, at least for some time.

News Archive

Dale Stratton Joins Emetry’s Board of Advisors
18 October, 2019

Emetry, the Napa-based software company providing data-driven marketing insights to wine brands, welcomed Dale Stratton to their Board of Advisors. Stratton brings over 35 years of Beverage Alcohol Industry experience. His extensive knowledge and proven history of transforming data into action make him the ideal advisor as Emetry is rapidly expanding its feature offerings.

“Dale is an amazing addition to our Board of Advisors,” said Emetry CEO Paul Mabray. “Having one of the industry’s top thought leaders and experts for insights is an honor and will supercharge how we improve our software and build answers that have the greatest impact to catalyze more wine sales.”

Stratton is recently retired from Constellation Brands, where he was the Vice President, Commercial Insights working across their Beer, Wine, and Spirits divisions. While at Constellation Brands Stratton oversaw consumer and shopper insights, consumer affairs, business analytics, market research, category management initiatives, and their wine sensory program.

“I am very excited to join the Emetry team to help them transform how the wine industry leverages data to make sound decisions focused on building brands and lasting consumer engagement in the category,” said Dale.

Before joining Constellation Brands in 2006, Dale spent 22 years working at E&J Gallo, where he began his career. During his tenure, he covered a wide range of responsibilities that included distributor management, account management, strategic insights, and Lean Six Sigma. Dale has a bachelor’s degree in Journalism with a concentration in Public Relations from Colorado State University and an Executive MBA from Tuck School of Business at Dartmouth College.

ABOUT EMETRY: Emetry is a Napa, CA-based software company focused on providing data-driven insights to help wine brands spot opportunities. The collaborative approach we have forged with wineries and data partners is unearthing the answers needed to drive consumer relationships, direct-to-consumer sales, and distribution growth.

Emetry Welcomes Sara Vlasach as Senior Director of Product Marketing
27 September, 2019

Emetry, a fast-growing software company focused on providing data-driven insights to help wine brands spot opportunities, welcomed Sara Vlasach to the role of Senior Director of Product Marketing. Vlasach brings her leadership skills and expertise as a client-focused, analytics and research leader to the Emetry team during a critical period of growth. In her role, Vlasach will lead client success through managing insights delivery to wine brands and translating customer-driven product requirements to ensure we are building better answers for our clients. 

“Sara’s unparalleled ability to engage and empower customers for success coupled with her rich background in analytics and product development will supercharge our services and software for our winery partners,” said Emetry CEO Paul Mabray. “We are thrilled to have such proven experience on our team as we continue to expand our software and customer base.”

Prior to joining Emetry, Vlasach spent the past twelve years leading teams that design research to inform impactful marketing programs, particularly those taking advantage of unique data strategies and methodologies. She also played a key role in the successful launches of integrated go-to-market campaigns for several global technology and wine brands including Intel, Pernod Ricard, Stella Rosa, Coravin, and Wente Vineyards featuring the #MakeTime campaign.

“On day one at Emetry, I was introduced to the technology leaders and savvy, data-driven clients who are leading the wine industry at the 2nd annual Transforming Wine Data Summit in Napa, “ said Vlasach. “This group will disrupt the wine industry and I’m ecstatic to join the team that will innovate alongside the smartest minds in wine.”

Vlasach earned her MBA in International Business from Loyola Marymount University and a BA in Business Economics and Spanish from the University of California, Santa Barbara. In addition to her professional accomplishments, she is an experienced rower, marathon runner, and Spanish cheese and wine enthusiast.

ABOUT EMETRY: Emetry is a Napa, CA-based software company focused on providing data-driven insights to help wine brands spot opportunities. The collaborative approach we have forged with wineries and data partners is unearthing the answers needed to drive consumer relationships, direct-to-consumer sales, and distribution growth. 

Emetry Brings on Michael McGregor as COO/CFO as They Expand Their Software Capabilities and Customer Footprint
19 August, 2019

NAPA, CALIFORNIA, AUGUST 2019. – Emetry, a fast-growing software company focused on providing data-driven insights to help wine brands spot opportunities, announced today they appointed Michael McGregor to the role of Chief Operating Officer and Chief Financial Officer. McGregor brings his leadership skills and expertise as an operations and financing executive to the Emetry team during a period of rapid growth. As COO/CFO, McGregor will focus on building a solid organizational and partnership structure to support this growth.

“Michael has time and again demonstrated his ability to build solid operational platforms to facilitate rapid but organized growth for early-stage companies”, said Emetry CEO Paul Mabray. “We are thrilled to have such proven experience on our management team as we continue to expand our software and customer base.”

Prior to joining Emetry, McGregor spent the past twenty years leading and advising emerging growth digital companies, particularly those taking advantage of the power of data and information application. He also played a key role in the successful launch of both Naked Wines’ and Wine Owners’ into the US market.

“The wine industry is ripe for the intelligent use of data and information to target customers’ needs and preferences more effectively and efficiently, and Emetry has put together an extremely impressive team of both trade and technology veterans to build and deliver software that makes this simple,” said McGregor. “I’m delighted to join the team and am already thoroughly enjoying the enthusiasm demonstrated by our existing customers using our products and services.”

McGregor earned his MBA in International Business and MA in Asian Studies from Cornell University and MEng in Engineering from the University of Strathclyde. In addition to his professional accomplishments, McGregor is an avid cyclist, rock climber, and food and wine lover.

Chardonnay Trends: 2019 Consumer Engagement Trends for the Top White Wine
24 June, 2019

A couple of weeks ago we analyzed and reported on the consumer engagement trends for the king of red grapes, Cabernet Sauvignon. This week we're taking a look at Chardonnay trends. Here is the 2019 leader, faller and grower for the top white wine.

Category Leader: Rodney Strong’s Chardonnay leads all brands in consumer engagement during the first four months of 2019, accounting for 11.2% of total Chardonnay consumer engagement.

Fastest Grower: Far Niente’s Chardonnay experienced an average of 40% more consumer engagement during the first four months of 2019.

Fastest Faller: Chateau St. Jean’s Chardonnay experienced an average of 43.9% decline in consumer engagement during the first four months of 2019.

If you have questions or are interested in what your brand engagement looks like, please let us know by messaging

31 May, 2019

King of Red Grapes: Cabernet Sauvignon 2019 Consumer Engagement 

At Emetry, we spend a lot of time looking at data that can tell stories about how consumers are engaging with wine brands. For this week’s post, we take a look at consumer engagement trends within Cabernet Sauvignon. We’re introducing a new series where we share our analysis of Leader, Grower, and Faller wine brands within a varietal over specific time periods. Here are the highlights for Cabernet Sauvignon consumer engagement during the first four months of 2019.

Category Leader: Beringer’s Cabernet Sauvignon leads all brands, accounting for 11% of total Cabernet consumer engagement.

Fastest Grower: Far Niente’s Cabernet Sauvignon experienced an average of 15% more consumer engagement.

Fastest Faller: Ferrari-Carano’s Cabernet Sauvignon experienced an average of 58% less consumer engagement.

If you have questions or are interested in what your brand engagement looks like, please let us know by messaging

Customer Profiling, Why Knowing Location Matters
22 May, 2019

Customer Profiling

There are many methods and techniques you can use to understand your customers, and customer profiling is arguably one of the most popular of them. While there are many different approaches to this, they are all fundamentally answering the same basic question, “Who are my customers?”. There are many different types of data we can use to answer this question, and one of the first places to start is typically with demographics, in this case, geo-location data. Profiling customers by geography can help you quickly and easily understand a specific market, and support either longer-term strategic planning or tactical planning for a market-specific activation, event or promotion. Let’s look into profiling customers by visually mapping their geographic density within a market.

Customer Mapping

Mapping enables the visualization and relationship analysis of your customers within a specific market, however you define it (zip code, city, state, region). It enables you to view the lay of the land, navigate efficiently and make informed decisions. Many time geographic data is locked up in static reports and little insight is gained after time-consuming analysis of customer data that leaves you with a vague understanding that 65% of customers live within 60 miles of the winery and top states are California, Florida, Texas, Chicago and New York. But what about dollars and volume within each of those markets?  You may have the highest density of customers in San Francisco but the highest density of dollars in Chicago. How does customer distribution change if you only look at wine club members or customers who only buy a particular varietal, Rosé for example?

Improve Customer Relationships

Layering in sales and volume data informs key marketing strategies and engage customers in a more meaningful way. Planning market visits? You can select a location that is easily accessible for your loyal customers. Plan an event around the wines most popular in that market. Basically, use customer location data to stack the deck in your favor and be as relevant as possible to the customers in that market.

Visualize Market Growth

For Trade or DTC, once you can visualize a market through the lens of customers, trade accounts, dollars and volume strategies have a whole new set of tools available to them.You can optimize a product rollout or strategically inform a market plan. What market is primed for growth? What market looks saturated and unlikely to grow? What market is in decline? Using customer profiling, and specifically geo-location data you can set achievable sales goal based on market size and current customer density and product price.

Mapping Engagement

Maps can add context to other data you already rely on, like consumer engagement metrics. Who is talking about your brand? Where? Track conversation around a promo you’re running. Where is it taking off and where do you need to focus effort to grow the conversation?

Additionally, you can use the same geo-location data to help understand risks and declines in markets or consumer engagement. Want to show areas of brand conflict, calculate market performance, Understand franchisee or sales rep territory under-performance, create market-data based sales expectations, or quantify how much potential is being lost to the competition? The list goes on.

Are you already mapping? We would love to hear about how you are using mapping within customer profiling to impact your business objectives. Drop us a note at

Do Wine Brands Speak the Same Language as Consumers for Sauvignon Blanc?
07 May, 2019

With the weather warming up and wine varietal seasonalities kicking into play, we’re taking a look at how consumers talk about Sauvignon Blanc. Wine Enthusiast describes the popular white varietal as “…crisp and grassy or juicy and tropical, yet always expresses trademark acidity”. When we analyzed year-over-year consumer review language in Delectable, ‘crisp’, the long dominating descriptor has been on the steady decline, ‘grass or ‘grassy’ remained steady and hovered around 1% over the 6+ years we analyzed, and consumers were much more likely to use descriptors like citrus, fruity or grapefruit over juicy or tropical.

What does this say about how consumers perceive flavors, sweetness, and style? Do the common descriptors change by price point and market (we say yes)? We are still analyzing this area deeper because understanding how consumers talk about wine enables strategic planning that will resonate with their customers. If you’re like to add your questions to the mix, we’re happy to include them as we continue to explore better answers for wine brands.

Drop us an email with your questions and we’ll do our best to find the answer for you!

Is Chardonnay Losing Favor Among Consumers?
23 April, 2019

In our work with wine brands, we study consumer engagement across the entire spectrum of wine varietals. Recently, our data science team at Emetry was looking at Delectable year-over-year engagement trends and found some very interesting surprises. First, we discovered an unexpected downtrend in consumer engagement with Chardonnay. We cross-referenced the details underneath this trend with trends from consumer searches and sales data and found early indicators of similar signs of decline for the king of white wines. Is it possible to predict consumer sales behavior with user engagement on Delectable? It’s still too early to be certain, but our work in this area is showing very promising results.

Cabernet Sauvignon has historically had a solid hold on consistent consumer engagement but that is changing. Consumer engagement with Cabernet Sauvignon is showing signs of decline in wine under $20 but remains consistently engaged and continuing to grow at wine priced above $20 in 2019. 

Pinot Noir consumer engagement has been fairly steady for the past 5+ years but that may be changing. Pinot Noir declined YoY from 10% to its current 8% share of total varietal engagement.

Zinfandel engagement has been pretty steady over the years although the varietal engagement but shows a slight decline YoY from 2018 to 2019.

Red Blend engagement saw a big upswing in recent years but has leveled off and shows consistent engagement, although there is a slight dip heading into the 2019 so this is a growth varietal to watch and see if it shows signs of slowing.

Chardonnay is the king of white wine in terms of popularity, sales, and consumer engagement and has shown steady consumer engagement over the years but for the first time, we are seeing a steep decline in Chardonnay consumer engagement in the early 2019 data. Is Chardonnay losing favor among consumers? Is this the beginning of the Chardonnay era decline? The declining consumer engagement with this varietal seems to be an early indicator that Chardonnay may be losing mouth share to other varietals or other alcoholic beverages.

Emetry Purchases DTCguru Expanding Their Direct To Consumer Insights
28 February, 2019

Emetry closed a deal with ZAM Apps to purchase their direct to consumer (DTC) sales analytics software, DTCguru. The addition of DTCguru’s battle-tested features will accelerate Emetry’s development of instructive and actionable software to wine brands.

DTCguru’s software analyzes customer purchases and provides wine brands prescriptive insights they can leverage to increase sales. Key components include detailed purchase insights to identify spend and trend analysis for each customer and an interactive map that displays state sales performance and customer value segmentation within each state. ZAM Apps has worked closely with its clients, including Flowers Winery and Benovia Winery, to develop relevant features that positively impact revenue.

“Many industry systems create and house your data, but no one does a great job at presenting that information in a way that allows for analysis that can drive action. DTCguru allowed me to ask the questions I wanted of my customer data and present it in a visual display that highlights opportunities or potential threats that can be acted upon.  I am excited for what Paul Mabray and the team at Emetry can do to escalate and elevate DTCguru to the entire wine industry.,” said Ed Thralls the General Manager at Benovia Winery.

When looking at the current DTC analytics tools there is an overwhelming gap in the types of insights provided. In the past six months, there have been a lot of dashboards pop up. They look nice and present basic information but don’t take the imperative next steps to be instructive and actionable. Information is interesting, but instructive and actionable insights provide far more value and have the ability to really affect the bottom line.

“When we looked at the landscape, only a few tools shared our culture and vision to truly build insights wineries can immediately convert to sales. We look forward to integrating those features into Emetry to keep building better answers for wineries.,” said Paul Mabray. Emetry continues to push innovative boundaries, and acquiring DTCguru furthers their efforts to build better answers so wineries can sell more wine.

“With DTCguru, we at ZAM Apps have crafted a solution that provides a way to mine DTC data and provide actionable plans. Behind an easy to use interface, we packed the nerdy, powerful data science magic that is required to shape raw data into insights.  This approach has resulted in big wins for our clients. When I looked where to go next to help our clients, having DTCguru become part of Emetry’s offering just made sense. Paul and his team will take this space to the next level.,” said Shawn Zizzo.


ABOUT EMETRY: Emetry is a Napa, CA based software company building the future in business insights, data aggregation, analytics and reporting for the wine industry. We are using data to build instructive and actionable insights and a 360-degree view of consumers, their behaviors, competitors, and the market. The collaborative approach we have forged with wineries and data partners is unearthing the answers wine brands need to sell more wine.

ABOUT ZAM APPS: ZAM Apps, Inc. is a Napa, CA based software company that crafts easy to use business applications geared towards the wine and craft beer industries. Founded in 2010, ZAM Apps has built breakthrough business applications including vinoEZ, EZplan, and EZdemand. With a customer-first approach, ZAM Apps prides itself with delivering tools that add immediate business value.  For more information, visit:

Personalization: Using data to improve every aspect of the customer experience
29 January, 2019

“What does personalization really mean?” Long gone are the days when adding a *|FNAME|* merge field to your email or mailer was the equivalent of personalized communication. Today, in the Age of the Customer, buyers are empowered and expect a whole new level of personalization when they interact with a brand. 

Targeting customers with relevant, meaningful, and timely communication is key. Success lies in delivering personalized experiences across all channels, whether face-to-face in the tasting room or at an event and perhaps the most challenging across all digital channels. 

Today’s consumers are better connected than ever before. The mass of touchpoints can easily lead to fragmented communication and poor customer satisfaction but the good news is we can also leverage the wide variety of touchpoints we now have with our customers to better serve them. That means digitally marketing to consumers based specifically on the goods or services they have shown an interest in or have purchased in the past, at a time and place of their choosing in the channel they prefer, with the goal of conversion.

It seems almost impersonal when described from the data perspective but the truth is, using and analyzing data is similar to listening. Good data collection and analysis can tell you everything a customer wants from you, given their journey with your brand. A single customer record can tell you where they live, how much they purchase, what they purchase, where they purchase, and how they found you, the list is long. How you communicate to these customers should be just as detailed.


Personalization Best Practices For Digital Marketing

Using just the basic information discussed above there are already so many opportunities for personalization. For example, communicating with a wine club member is much different than the communication you would have with a non-member who recently visited the tasting room or was perusing your website. Personalization begins with using just this basic information. By simply adjusting the sender of your message you are already beginning to personalize the communication, be it your wine club manager or your tasting room manager or in the case of your website maybe a note from the winemaker on a new release or top-selling wine.

Using a small amount of data you can communicate with your customers in a meaningful, personalized way that resonates with an experience they already had with your brand. Using a customer’s name, email address, purchase channel, and varietal purchases you can create dynamic email messages tailored to a wine preference or invite them back to the tasting room for a special event because they often purchase there.  By knowing their day or date of purchased the message can be customized to send a thank you for visiting last Friday message. Each piece of information you add to the mix the more personalized and detailed your communications can become.

These are simple examples utilizing email that are easy to create and save as templates. Many email software programs allow the creation of custom fields. Some also allow an email to be triggered on list upload or can be automated and scheduled to send at a specified time or by customer interaction. The classic example of this is a cart abandonment email.

Today, some e-commerce platforms, such as our partner Commerce7, are including personalization features that recognize whether a customer is new to your website or a returning visitor and will dynamically display the customer’s first name and a “welcome back” message without them login in. Some providers are now able to display customized and dynamic content to the visitor using the same data from the email example.  Wine club members can now be greeted with their discounted pricing and tailored specials upon arrival to your site, returning purchasers can be displayed wine choices based on past purchases.

Leverage Technology to Deepen Personalization

Looking deeply into customer behavior data and taking the time to do an audience analysis brands can gain valuable and actionable insights.

What if you were able to know which of your e-commerce purchasers only buy Chardonnay, and of those who will only purchase if given a discount or only buy when shipping is included? Would you still send a generic email offer risking email fatigue or personalize your message to these groups?

What if you knew which wine club members frequently repurchased club wines following a shipment within the first month? Would you send a personal message and special offer to thank your members for their loyalty and encourage their continued repurchasing?

What if you knew in almost real-time when a customer visited your website and tasting room and made three consecutive purchases in 45-days making them your number one customer? Or worse, what if you didn’t know?

By analyzing customer data, you gain the ability to customize the person’s experience to their individual needs and desires based on in-depth information and insights about them. This leads to opportunities for increased revenue and customer retention. Through personalized communications and experiences, brands will consistently be building long-term relationships and can begin to think and market more effectively with their customers - top of mind. 

Your customer data provides almost limitless possibilities when it comes to understanding and knowing the needs and expectations of your customer. That combined with segmentation of customer data into distinct and similar clusters, you can gain meaningful insights into how to grow your business while maintaining the personal relationship today’s customers expect. 

These are the questions we are helping brands answer today to help them grow, retain customers and build long-lasting customer relationships at all levels of their DtC business.

Emetry Welcomes DtC & Analytics Expert Robert Krumm To Their Board Of Advisors
21 January, 2019

NAPA, CALIFORNIA, JANUARY 2019. The Emetry team is excited to announce Robert (Rob) Krumm will be joining Emetry’s advisory board. Rob is a leader in data analysis and database design.  His applied expertise across many industries including the wine industry uniquely qualify him to help guide Emetry DtC product development.

Rob began his career as a teacher in Philadelphia in the 1970’s and was witness to the appearance of computers like Apple II, TRS-80, and the TI-99.  He learned to program an Apple II for his classroom and went on to open Microcomputer School. The school focused on teaching people in business, education, and government how to use the emerging technology and was first to implement educational reforms. In 1983 the materials created for the dBase II class were published as “Understanding and Using dBase II.” This was the first of over 50 books Rob wrote, including the best-selling series “Inside the Norton Utilities” in cooperation with Peter Norton.

Robert’s first job in the wine industry was building a true cost accounting database for Robert Mondavi in 1997.  During the project, he sensed the acute need for modern database technology in the wine industry and later created Winebase2. The software was capable of processing a wide variety of club types and eventually grew to integrate POS, online components. It also incorporated a compliance engine that could validate out of state sales automatically which was not possible at the time.  

Rob’s contributions continue to be on the forefront of wine technology, and his wealth of knowledge is an incredible asset to the Emetry team. “I am pleased and excited to work with a team headed by my old client and friend, Paul Mabray, who was one of the first adopters of Winebase2 clients in the 1990’s.” With Rob’s guidance, Emetry is pushing the boundaries of what’s possible with their DtC insights software set to launch January 2019. The addition of DtC to Emetry’s brand & consumer insights software will bring wine marketers unparalleled data management, analysis, and activation opportunities across multiple channels. “ For almost two decades, Rob Krumm has quietly been building solutions that help power and streamline winery DTC. The breadth of knowledge of both DTC and software will help guide us to create better and more powerful solutions for our winery customers,” says Emetry CEO, Paul Mabray.

Rob served for 15 years as the head programmer and database architect for the Bay Area startup Pet Food Express which grew from a dozen East Bay locations into a chain of over 60 stores across California. Presently, Rob works in the Urology Department of UCSF with an outstanding group of physicians and researchers. They are working to create a database infrastructure to integrates EMR (Electronic Medical Records) with a wide variety of applications (e.g., Salesforce) and technologies (e.g., RNA precursor genetic material).

ABOUT EMETRY: Emetry is a brand insights company for the wine industry. They use digital data sources to build meaningful understanding and a 360-degree view of a brand: its consumers, their behaviors, competitors, and the market. Their software aggregates data from a range of digital sources, including the leading wine scanning app Delectable, direct to consumer data, and on-premise POS data to provide wine brands unique and exclusive insights. This data helps wine producers drive business revenue, and make more informed decisions on product development and promotional strategies.

Audience Analysis - Who Is Your Customer?
11 December, 2018

Who is My Customer?

For many wine brands, answering this seemingly simple question can be rather daunting. And for good reason, the data sources required to shed light on wine consumers are fragmented, in short supply, or when they are available can often be limited in data coverage, i.e. breadth or depth across markets, geographies, or certain groups of consumers. 

Adding to that, wine brands still need the resources to ingest multiple data sources, integrate them and finally analyze all the data to paint a holistic picture of a brand’s specific group of wine consumers. It’s challenging under the best of circumstances and feels overwhelming and impossible under the worst of circumstances.

However, it’s no longer an optional part of being a successful wine brand (or any brand, regardless of industry). We’re in the customer experience era, which means customer experience is critically central to the future of any brand. One of the key findings from Gartner’s most recent Customer Experience in Marketing (CX) Survey is that 81% of companies surveyed say they expect to be competing mostly or completely on the basis of CX within two years time. CX is the opportunity to be the new differentiator for brands. 

One of the first things any brand needs to do before identifying any CX changes or improvements is to understand the customer, what they want/need/expect. This begins with a standardized framework to help guide your consumer research and analysis. I call the framework an Audience Analysis, something developed in collaboration with my co-author while writing content for the book; Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.

What Is Audience Analysis?

Traditionally, audience analysis is the process that content creators use to determine the most important characteristics of the group(s) of people (their audience) they are trying to reach, in order to choose the best style, format, and level of appropriate information when preparing written content or speaking. Basically, it’s an approach to doing consumer research that will ensure that you are delivering value to your target audience.

When done to support marketing efforts, an Audience analysis involves several different research activities that reveal key information about what matters most to the audience you’re trying to reach, just like Google does. We’ve adopted this traditional concept because we believe there is so much potential for digital analytics to reveal audience insights and have made some adaptations to reflect the specific needs of profiling the modern day digital audience.

The term Audience itself can be used as an acronym for remembering this technique:

Analysis - Who is the audience?

Understanding - What is the audience’s knowledge and attitude toward the brand?

Demographics - What is the audience’s age, gender, education, location, and so on?

Interest - Why is the audience reading, sharing, and interacting with your brand content?

Environment - Where does the audience spend time online?

Needs - What are the audience needs associated with your brand, product, or service?

Customization - What personalization specific needs and/or interests attributes of the experience should the brand address in order to add value for the audience?

Expectations - What are both the stated and unstated expectations that the audience has for his/her interactions with your brand?

Many of these activities aren’t new to digital media; brands have been capturing some of these types of data and using them to target users for years in digital marketing and/or digital advertising programs. What’s new, and different, is the ability to go beyond basic demographic data and augment that data set with additional sources, by layering in psychographic, behavioral, and even user-interaction data based on social network activities.

Social networks like Facebook, Twitter and YouTube are a rich source of these data types. Facebook’s meteoric rise can largely be credited to the mountains of self-reported personal data its 2.2+ Billion users have provided to the company. Facebook may very well be the largest source in the world of consumer activity, interest, opinion, attitude, and values data, second only perhaps to Google’s goldmine of the global population’s searches that they only reveal to Google, and no one else.

The Audience analysis framework brings together several different types of digital analytics and research tools available to marketers that want to better understand their audiences and answer the question, ‘Who is my customer?’.

Audience Analysis For Wine Brands

Let’s dig into three examples of what it looks like when you begin to apply the Audience Analysis framework for wine brands. 


There are many ways to get the demographics of your audience. One of the first places you can look to is your own website. If you’re using a modern web analytics tool such as Google Analytics (there is no reason you shouldn’t be, it’s free after all), you can configure it to also capture and associate demographic data with website visitors and behaviors. 

This is incredibly powerful because it gives you the ability to segment visitor activity based on several demographic criteria; Gender, Age Range and Geography. With Google Analytics, it looks like this:


We can use a different data source to address the ‘Understanding’ piece of the Audience Analysis framework. Remember, here we’re trying to learn what the audience’s knowledge and attitudes toward the brand are. In this example, we’ll use behavioral data combined with qualitative data provided directly by wine consumers on the world’s best wine scanning app, Delectable. Through our partnership with Delectable, we can begin to piece together the understanding for how a wine brand’s audience sees that brand, what they think of that brand (ratings and reviews), and where they feel that brand sits amongst the crowded and competitive landscape of all wine brands.

When a consumer scans a wine label to learn about that brand & product, they usually scan other competitor brands close to it. For example, in the chart below we can see the ‘competitive set’, as consumers do by looking at all of the wine label scans for ‘Robert Mondavi’ Chardonnay and then ranking the volume of scans of competitive labels that occurred within the same scanning occasion (time period).

This is incredibly valuable because it gives the brand, in this case, Robert Mondavi, a view into how consumers see the market. This can vary, dramatically, from how the brand themselves see the market & competition. By developing an understanding of the consumer perspective, it gives wine brands an opportunity to align with their target audience. This positively benefits marketing, advertising, social media, content creation efforts, and distribution strategies. 


Identifying the content consumption trends for your audience is critical. What are they choosing to spend their time and attention on? We can use many tools to analyze content engagement and understand the topics, trends, and sources of content that our audiences are engaging with, and without. One such tool that I highly recommend is Currents, from the people at

Currents is essentially a real-time look at content engagement by topic. The example below shows a comparison between content engagement on the topics of Chardonnay compared to Sauvignon Blanc.

As you can see there are noticeable differences between the two varietals when it comes to content engagement.  Differences in:

- how people find content by topic (social media plays a bigger role for Chardonnay)

- Referral traffic from websites (Ex. Huffington Post is driving significant engagement for Sauvignon Blanc but none for Chardonnay)

- Search engines are used much more heavily by consumers engaging with Chardonnay content (32% versus 6%)

These are just a few examples, but as you go through the entire framework, you can gain a robust understanding of your audience and use that to inform the strategy, planning and execution of your marketing, advertising, and content experiences. Differentiating and relevant CX is the path to success for wine brands!

Emetry’s Approach to Early Customers: Pricing Rewards Transparency
27 November, 2018

By Paul Mabray

Rewarding Early Customers

Early customers of a startup software-as-a-service (SaaS) have incredible importance. Together, we grow throughout a journey of trial and error, risk and reward. It’s unlike any other customer experience.

My years as a software CEO have included studying how most software companies work with these unique customers. Often, they’ll offer early pricing perks to Alpha and Beta customers for a limited period of time. But later, once the product reaches maturity, early customer costs are increased on parity with new customers. 

I fundamentally believe in a different philosophy. Why wouldn’t we remove temporary limitations rewards for early customers and extend the rewards throughout the full customer lifecycle? I believe it to be a foundational piece of how to approach business. 


Sharing Risks & Outcomes

As a company adds product features, deepens R&D investments, and adds to the team supporting a growing business, it’s a natural evolution for prices to increase. The same gates exist with development phases of a startup SaaS. Later on, as the company matures and the software becomes more robust, these development pricing phases slow and regular pricing is set. 

However, in those early pricing stages and acquiring the first customers, it is these people and companies who are taking a risk with you. Recognizing and rewarding these early customers by locking in and grandfathering price points throughout the perpetual lifetime of their license is the right thing to do. Why not reward these early customers for the shared risks they decided to take on? Further, providing they sign up all their brands or products during that phase, each brand is eligible to take advantage of it. 

Now, if customers leave and come back, they lose out on grandfathered price points; and, if they add new brands, they don’t get the price point on that piece. We should commit to others in the same way we have been committed to.

A startup software company will go through wave after wave of this as they work towards product maturity. Through this evolution, this step-by-step metamorphosis that is a startup, it's key to reward customers who commit helping a company learn and grow.

Emetry’s Current & Future Pricing Phases – Rewarding those growing with us

Now it’s time to reward those who grew with us along the way. So, barring any unforeseen inflation prices, we will maintain, demonstrate and return customer trust in us through pricing and transparency.

Our alpha pricing phase has ended with our first public launch. (Check it out: Blastoff! Emetry’s First Major Launch & What’s Ahead) Pricing was extremely low as we worked through standing up features customized specifically to what our research (and early customers!) reported was critical to increasing winery profit. Of course, any additional brands brought in later will be joining at that price point in time. But, the bottom line is that these customers will be locked in at that price point as a thank you for joining us in the very beginning.

We have now entered into our second pricing phase. Of course, it’s just the next phase on the pathway -- priced competitively at $1,500 a month. Granted, this phase is short. In fact, just 2.5 months. But anyone who signs in the $1,500 phase will lock in that price for the lifetime of their relationship with us.

As you may have read in our last blog post, we're adding a huge set of features in January, including DtC software. This addition will launch us into our third software pricing phase, $2,500 a month.

Our service will always be high, regardless of when you sign up. However, we will continuously reward those who join our growth. It's our way of saying thank you for being a customer – and we want to have you as a customer for a long time. Thanks for taking the journey with us.

As always, you can grab a small sample with just a quick email to We’d love to create a quick brand report as a sampling of the work we’re doing during this phase and talk about growth ahead.

Blastoff! Emetry’s First Major Launch & What’s Ahead
20 November, 2018

By Paul Mabray

November 15, 2018 - Emetry launched its first major version of Consumer Insights Software powered by Delectable today!

This incredible journey is the culmination of data exploration and research centered around enabling the wine markets exact understanding of its consumers and audiences. Alpha Partners are geared up and excited to test the platform and provide feedback on the most impactful features for the Beta ahead. This is the first stage of a longer-term software evolution. We will use what we learn to focus insights on making a material impact to our clients’ businesses. The software is simple: Give wineries best-in-class insights on their products by market. To that end, for the next few months Alpha Partner brand owners can now adjust their view with two key dials: market and time. Today, that means lighting up markets that are over or underperforming.


Here’s another example: 


Get What You Need

The Market and Time dials tune in to the exact insights our clients and future clients are eager for:

  • Brand competitor affinity ranked by consumer scans, ratings, and reviews
  • Product performance
  • Scans, ratings, reviews, quantitative and qualitative results
  • Share of voice
  • Share of market
  • Performance against market determined peer set (and soon market performance against aspirational set)
  • Brand reputation in near real-time, including trending and competitor comparisons

Read More

Emetry and Delectable Announce New Partnership to Bring Greater Consumer Insights to Wine Brands
25 September, 2018

NAPA, CALIFORNIA, SEPTEMBER 2018 - The Emetry team is excited to announce their first anchor data partnership, which is with Delectable, the leading social focused wine app that specializes in enabling consumers to rate, review and share their beverage experiences. The new partnership is aimed at driving improved business intelligence and consumer insights for enterprise wine brands.

The rise in consumer adoption of mobile wine apps presents brand owners with the possibilities of accessing new and massive volumes of relevant data. This “big data” has major implications to inform wine brands about shopping behaviors, competitive landscape, consumer reputation and brand health. By partnering with Delectable, Emetry will collect, integrate and analyze non-personal data to produce a SaaS analytics dashboard to give brands key insights.

Emetry CEO Paul Mabray says, “As we looked at the landscape of wine data, no other platform has as relevant and meaningful data for wineries as Delectable. Under the leadership of Antonio Galloni and Vinous they are creating a powerful community of engaged wine consumers. By analyzing the data, we can help wineries of all sizes make better data-driven decisions for their brands. The wine world has never before seen consumer data like this.”

The collaboration between these two platforms will allow wine brands to gain insight that arises from non-personal information being made available by Delectable, and enriched by additional layers of intelligence from Emetry’s data about wine shoppers and consumer behaviors.

“Providing wine consumers with the information they want, when they want it, and how they want to see it is a cornerstone of our approach at Vinous,” says Antonio Galloni, Vinous and Delectable CEO. “Now, by making non-personal data from Delectable available to Emetry, we are continuing that theme by helping to provide insight to wineries, so they can ultimately better serve the consumer.”

ABOUT EMETRY: Emetry is a new wine consumer insights solution that aggregates supply, demand, and consumption data and delivers them in real time, so wine brands can optimize their marketing spend.

ABOUT DELECTABLE: Known to many as the “Instagram of wine,” the Delectable app has been downloaded over a million times and has a strong following among wine savvy millennials, experienced collectors and industry professionals. Delectable allows users to scan a wine label with their smartphones and immediately pull up reviews and tasting notes from a rich community of fellow wine lovers, as well as Vinous’ team of critics. Delectable became part of leading wine critic’s Antonio Galloni’s Vinous platform in December 2016.

If you’d like more information, please email us at



Join our growing base of early customers:


Wente Vineyards

Duckhorn Vineyards

O'Neill Vintners & Distillers


JaM Cellars

Cornerstone Cellars


Check out the Product tab for more information or email us at

Title Name Email Phone
CEO Paul Mabray
CSO Ken Burbary
Director of Marketing Erica Gomez
Alpha Partnership
We’re looking for partners. Forward thinking brands that want to be ahead of change rather than chasing it. We will work together in a collaborative effort with our Alpha Partners to build the ...