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7/31 Paul Mabray, CEO of Emetry
KeeperCollection @KeeperColl: Don't forget that EVERY tweet during this chat should include the #SommChat hashtag in order for everyone to see it!
KeeperCollection @KeeperColl: As we ask our Qs, you can ask Paul your Q’s as well! He'll do his best to answer all Q’s in the order they come #SommChat
Paul Mabray @pmabray: It's been a long journey of using data for all the companies I've worked for or founded (WineDirect, VinTank) of using data to make better decisions & a year ago the BoD asked me to step into the role . . .
Paul Mabray @pmabray: The reality is the wine industry is in desperate need of data and insights to understand our customers and trends. #sommchat
Texsom @TEXSOM: #SommChat How do you ensure the accuracy of the data you use to inform decision making? Any examples of “data gone wrong”?
Paul Mabray @pmabray: Data in wine is a *REAL* challenge. The labels are unorganized, organization in some parts are grey, and GI/GO (garbage in/garbage out) so cleaning & validation is a key task . . . #sommchat
Paul Mabray @pmabray: One of my fav stories is at one point @vintank saw a surge in chardonnay convo's and we assumed chard was blowing up in popularity. Little did we know that it was a result of some prophetic rappers . . . #sommchat
Paul Mabray @pmabray: Don't even get me started on sorting through rose conversations on social media or brands like "J", "Promiscuous" or "Lovve wine" #sommchat
Paul Mabray @pmabray: Great Q. I've been fortunate to have a series of amazing mentors and colleagues. Growing up in Napa helped give me a fortunate access to some of the greatest minds in wine. #sommchat
Paul Mabray @pmabray: Some of my most influential (on me and the world) were Mike Moone & Erle Martin. #sommchat
Paul Mabray @pmabray: But I'm constantly learning from my colleagues & surround myself w/ both people from wine and from tech (a long list that includes @CarolReber @ahoopes @asmalling1518 @robertjoseph & more)
Paul Mabray @pmabray: PS - My start was working for John Wright who founded Domaine Chandon USA & made me a sales rep in LA. I'm a terrible sales rep but I built my own CRM program for sales success. #sommchat
Paul Mabray @pmabray: I look at wine through a myriad of lenses. One is the product tree complexity or brands, regions, varieties & all the meta data. The other is the way it is experienced by wine lovers vs casual drinkers. #sommchat
Paul Mabray @pmabray: It was an accident. There was a waiter in Napa (Manny) who had wine tastings w/ a friend and really opened my eyes. Then working in the biz in LA really grew my passion for wine but especially for the complexity of the industry (I like hard problems). #sommchat
Paul Mabray @pmabray: Currently we work with larger wineries as an "answer factory" but we have plans to eventually make products for smaller brands. To help everyone we publish a LOT of insights and data via our blog, newsletter & my speaking. #sommchat
Paul Mabray @pmabray: Can I say all wines? I like to explore but I have a particular romance with wines from Rioja (esp Lopez de Heredia) & interesting whites from everywhere. #sommchat
Texsom @TEXSOM: Great conversation going on over on #SommChat
Charles Comm PR @CharlesComm: Q. Going off on @TEXSOM, @pmabray in addition to your own data access, how do you stay at the forefront of trends for the wine industry, any insider tips? #SommChat #KeeperColl
Paul Mabray @pmabray: I love this question. First & foremost I'm a voracious reader. Also my proximity to SV & my friends & colleagues in tech keep me updated. Our whole company nurtures a continuous learning appetite . . . #sommchat
Paul Mabray @pmabray: Second I spend lots of time intentionally working with/meeting/being friends with people outside of wine in biz/tech while living in wine. #sommchat
Paul Mabray @pmabray: This is an important topic. How do Somm's use trends, data and technology to better serve customers and how do the either adopt or compete with technology tools (e.g. Vivino menu scanner). #sommchat
Paul Mabray @pmabray: Great question @SandyWasserman. I've thought about it (& my wife is CEO of a winery) but more importantly I'd want to own a brand to find a better way to sell and market wine. I'd most likely choose Napa or Russian River (for different reasons). #sommchat
Paul Mabray @pmabray: Sadly for her she's often my petri dish for testing theories, technologies and best practices but I'd like full reign to really "unleash the kraken." #sommchat
Paul Mabray @pmabray: Understanding macro & micro trends, their relevance, & how they will impact consumer behavior on the floor is essential learning. IMHO a somm is the magical conduit between the customer & the synergy of food/experience and wine powered by EQ, knowledge & hospitality #sommchat
Douglas Trapasso @demilove: @pmabray - Good morning Paul! Douglas in Chicago here - feel like we have met in person before <smile> - Have you ever been a sommelier yourself? Any advice for those of us who would love to work in wine behind the scenes but maybe not on the floor? #sommchat
Paul Mabray @pmabray: <wink> I did work the floor (as a waiter not a somm but was the top wine waiter in the restaurant). I think everyone who ever eats at a restaurant should walk the floor once in their lives. When you say behind the scenes, what do you mean? #sommchat
Douglas Trapasso @demilove: things like marketing research, data analysis, keeping track of logistics re: importing, etc. - I know I am not best on the floor but I am -somebody's- paperwork guy - @keepercoll #SommChat
Paul Mabray @pmabray: Those are essential tools IMHO. You are responsible for introducing & delivering quality products using data driven decisions. Whether by following the trends, bucking them, sourcing consumers, etc. Super important. #sommchat
Antonia Garca @antonioargraca: For any knowledge-based activity (serving wine is a prime example) gathering, analysing and interpreting data is as critical as oxygen is to life.
Paul Mabray @pmabray: We are in the greatest era of change the wine industry has seen since Prohibition. Increased (*unlimited*) competition, decreased routes to market, changing consumer behaviors, quality improvements all around. #sommchat
Paul Mabray @pmabray: So many things but in rank order: understanding of the catalyst that makes a consumer move from wine aware to wine engaged to wine lover. IMHO somm's are key for this since recommendation and trial seem to be the best catalyst for this transformation . . . #sommchat
Paul Mabray @pmabray: But I'd also like to see better industry adoption of tech, a clean data base, a real digital marketplace, less preaching/teaching and more engagement, accessible marketing, more paid writers, more somms, & better industry collaboration. #sommchat
Texsom @TEXSOM: #SommChat Engagement is crucial. Can you give one or two specific examples of better engagement?
Paul Mabray @pmabray: 19 Crimes AR engagement at POP (point of purchase) is a great example, any interaction w/ a somm whether IRL, via a text message, or even *shock* a phone call is another. #sommchat
KeeperCollection @KeeperColl: Q fr #SommChat #Somm @pmabray bray does @GetEmetry produce data that would help the floor #Somm do a better job of serving the #wine consumer in the resto? if so how would the #Somms access this data?
Paul Mabray @pmabray: Only via our trend and consumer behavior analysis. I'm working on a few acquisitions that might change that. I would love to better empower somms via data at point of consumption & elevate their access to consumers beyond the restaurant. #sommchat
Charles Comm PR @CharlesComm: @pmabray Based on your interview with Forbes, now that wine & spirit retailers have the same interstate shipping rights, what represents the biggest threat/opportunity for the wine/spirits industry? How to do think the market will adjust to this regulation? #SommChat #KeeperColl
Paul Mabray @pmabray: They don't have those rights yet (but I think they will). The threat is less to the industry but to wineries who have not yet invested in broadening their consumer reach beyond the tasting room. It's an economic/sustainability threat . . . #sommchat
Paul Mabray @pmabray: The other great threat to wine retailers is the sleeping giant, Amazon. No industry has seen an Amazon (powered by Whole Foods) like the wine industry when this happens. #sommchat
Paul Mabray @pmabray: Consumer choice & access will definitely benefit. #sommchat
Paul Mabray @pmabray: Some of the trends we are seeing is the wineries going to where the customers (Scribe does an amazing job), the arms race for bigger/better winery experiences swigpr.com/is-great-wine-…, AR, and testing new flavors/packages. #sommchat
Paul Mabray @pmabray: #SommChat [GIF]
Paul Mabray @pmabray: Thank you for having me. I really appreciate the opportunity to really step out of my normal role and engage w/ one of the most important and key front lines of wine: somms. I'm always available if anyone has any more Q's & hope to meet some of you IRL at @TEXSOM #sommchat