Edmonton region e-commerce giant uses big data to predict the future
More than 3 billion shopper sessions and $10 billion in sales were optimized by the Granify platform in the last year alone. The numbers are staggering and Jeff Lawrence, founder and CEO of Granify, has proven the value that data and behavioural science can bring to e-commerce.
Granify is an e-commerce optimization platform based in the Edmonton Metropolitan Region that uses data science to predict consumer behaviour and increase purchases. Their software looks at over 500 data points every second, compares that to the behavior of billions of shoppers and translates that data into information that can predict the future.
“All shoppers visiting an e-commerce website have an agenda,” says Jeff. “Whether it’s to make a purchase or to explore options, everyone comes with a desired outcome. Granify uses digital clues such as scroll speed, products and images viewed, mouse movements and even hesitations to anticipate consumer behaviour and respond accordingly. The amount of information — and the value we derive for our clients from that information — is incredible.”
The Granify technology, or what Jeff refers to as the “Granify Brain”, can predict a customer’s likeliness to buy, give insight into the reasons for their hesitation and can then address these concerns and help move the customer along the journey to making a final purchase decision.
Granify’s origin story
A self-proclaimed “data geek”, Jeff came up with the vision behind Granify in 2006.
“I’ve been fascinated by data for at least 20 years”, says Jeff. “Early on, I saw the potential for using massive amounts of data to predict and even influence behaviours in consumers. Nobody was really using the vast amount of data that was being collected. I believed that there was a way to use that data to personalize the customer experience.”
At that time the technology did not yet exist to support his vision but in 2011, while Jeff was studying at Stanford University in Silicon Valley, he saw what other organizations were starting to do with big data innovations and knew the time had come to explore his vision. Others told him that what he was envisioning couldn’t be done but Jeff refused to believe them and continued to move forward.
In 2012, Jeff returned to Edmonton to build his team and the first version of Granify was released on the Shopify platform.
“Originally, I thought about founding this company in Silicon Valley,” says Jeff. “It made a lot of sense. Certainly, no region comes close to matching the amount of technical talent that exists there. But as I spoke to other tech entrepreneurs who were working in that region, I saw a lot of challenges too. There was frustration surrounding the ability to retain talent. There was a high degree of turnover in a lot of those organizations.”
Going where the talent is and building something new
Talent is the lifeblood of any organization and the ability to both attract and retain talent can make the difference in any company’s long-term success. Jeff knew that the University of Alberta had one of the best data science programs in North America, so he decided to go where the talent was.
“I also saw the opportunity to help build something new in the Edmonton region”, says Jeff. “At that time, the tech industry was just starting to emerge, and rather than pile on to what was already happening in Silicon Valley, I was attracted to the idea of being part of building something from the ground up. As a father of two young children, I also saw the benefits of raising a family in the Edmonton region and helping to create a lasting impact in this industry which could continue to yield benefits for the next generation.”
Jeff has seen the region’s attractiveness translate into employee retention in real life.
“We’ve recruited talent from as far as India and South Africa and since relocating, these team members have fallen in love with the Edmonton region,” says Jeff. “The welcoming nature of our region, along with the safety and prosperity that exists here, make it a very attractive place to live.”
Jeff’s decision to bet on the Edmonton region for Granify’s success has certainly paid off. Granify has been named one of Alberta’s 25 most innovative companies, Top Digital Startup and Best E-Commerce Solution. They’ve been featured in Inc magazine, VentureBeat, TechCrunch, Cool Companies, Reuters, and many other publications.
Jeff has a lot to brag about when it comes to Granify – they provide hundreds of millions of dollars in incremental sales to their clients – but Jeff talks about more intangible things when discussing Granify’s success.
“It all comes down to the people.” says Jeff. “And the Edmonton region has some of the best people. They truly are our competitive advantage. Everyone on our team is intelligent, hardworking, they care about the work they are doing, and they collaborate and work together to build something truly amazing. And above all that, they’re genuinely awesome humans.
In the last 5 years or so, I’ve seen a real purposeful push in the region, to build community within the tech sector. I have a good network of support from other tech leaders working in this region. Sometimes we’re competing for talent, but at the end of the day, if I’m struggling with something, I can reach out to this network, I can meet another CEO for coffee, and we can support each other.”