Tanzania, coffee, data-driven marketing, Berlin, friendship. Let’s see what brings these words together, and how our journey started.
This story starts in summer 2016 in Berlin-based Bonanza Coffee. Our founder – Mac, stumbled upon the research article on data-driven marketing. The text explained the optimisation of marketing budget spend which resulted from thinking in terms of entire customer journeys, and not just individual campaigns.
The paper spiked his interest and threw him into exploration of various topics related to analytics, and data-driven marketing. Fast-forward a few months, he met Kacper (as they were planning an expedition to Tanzania together), who was then employed at RTB House, one of the fastest-growing marketing companies. The two became pissed off about the fact that virtually no communities existed where they could discuss deep aspects of data-driven marketing and analytics with serious rigour. So they decided to do something about it…
Addressing the need
Being fed up with the lack of proper spaces to discuss forward thinking ideas related to the advances in data processing in marketing, guys just launched the meetup group to address this need.
The group exploded with popularity. Over 200 people signed up in the first week after launch. Shortly after announcing the meetup to the community, Mac and Kacper decided to announce the first meetup, focused on discussing this exact topic that sparked the very first inspiration.
Getting the meetup live and organising the first live meetings is quite a story in itself. Mac struggled to find the first venue for the meetup. All venues had a truly boring feel, and they were spaces that weren’t really contributing the exchange of exciting ideas.
Until one day, one of Mac’s friends – Kai, introduced him to one of the co-founders of N26 (which became a multi-billion dollar startup later on). That’s how we found the venue not only for the first event but also for a number of the follow-up meetups. A few selfies later, the first meetup became a history…
Building inspiring community
Meetups were often hosted on Friday, which meant that once the meetup was over, whoever took part in the meetup, also took part in the meetup party at N26 (with N26 employees!). We’re created some truly awesome friendships and lots of fond memories that came to be. It was really exciting to see how this small and fledging startup – N26, transforms into a truly global brand over time.
Since we launched the first meetup in mid-2016, we continued building community around truly remarkable ideas in data-driven marketing. We were just sharing knowledge without asking for a dime in return. It was a lot of fun.
Two years of meetup life went on quickly. The meetup grew to over 1000 in Berlin alone. We opened chapters in Warsaw (over 300 people), London, Brussels, Vilnius and other places. It became an engaged community in Europe.
Over 400 people took part in all meetups. We were fortunate to exchange our ideas with people from brands such as Rocket Internet, Uber, N26, Google, and many other B2B and e-commerce brands.
As the community grew, people naturally asked us for help. In March 2018, we felt the urge to create some structure around what we do. That’s how Datomni incorporated.
Clients started rolling in like crazy. Our team was growing.
More clients really slowed down our growth. We made a rookie mistake of taking on things that we weren’t passionate about. Growing the company, and hiring more and more people meant that we didn’t have time for the things we love the most: forward-thinking, bold ideas, strong community, and being on the knowledge frontier in the realm of data-driven marketing.
This was a turning point for us. We decided to go back to our roots. These roots are made of the passion to optimisation and application of advanced analytics and data science to marketing.
We’ve also come back to being a truly forward-thinking brand, and started exploring topics that no other marketing company that we know of, was exploring. Things like automated optimisation of ad creatives using deep learning or Google Analytics enrichment.
Back to the roots
In 2020, we’ve also come back to hosting regular meetups on advanced topics that we love. We’ve created a number of specialised data-driven marketing services and modules. We’ve started writing a series of e-books on data-driven marketing.
Datomni is a data-driven marketing company. We’ve always been and we’ll always be. We’re here to help curious marketers become experts at data-driven marketing.