Meet Donna Fintzi, Lead Product Manager at Datonics. Donna was honored as a Rising Star by advertising industry publication Cynopsis for her work on developing Datonics’ ecommerce product Audience Insights. We spoke to Donna about her work on Audience Insights®, as well as her perspective on ecommerce and product development.
How did the idea for Audience Insights develop?
The inception of Audience Insights was rooted in the market's pressing demand for a deeper, more nuanced understanding of customer behaviors and preferences. Brands and advertisers were struggling with superficial data that failed to translate into meaningful engagement strategies. They needed a way not just to learn about their customers but to truly comprehend them and reach out in impactful ways.
Recognizing this, Audience Insights was created to go beyond traditional analytics. It was engineered to delve into the intricacies of consumer behavior, providing a rich tapestry of data that paints a detailed portrait of who the customers are, what drives their decisions, and how they can be reached. The goal was to transform raw data into deep understanding and action—converting insights into stories that feel personal and direct and allowing brands to find more of those best in breed customers.
What were some key learnings for you as you built the product?
Understanding that simplicity and accessibility are key. Complex data needs to be presented in a way that is easily understood and actionable for users without technical backgrounds.
Has your approach to product development changed at all since the first product?
Yes, my approach to product development has evolved significantly since the first product, particularly with a stronger emphasis on being user-centric. Initially, the focus was primarily on building a tool that catered to a specific set of users. However, as we developed Audience Insights, we realized the importance of expanding our perspective to include the diverse needs of various stakeholders, such as brands, advertisers, publishers, and agencies. This evolution toward a more inclusive and flexible product has allowed us to support a broader range of business objectives, ensuring that Audience Insights can be a valuable tool for anyone looking to optimize their audience strategies.
What excites you about product development?
One of the most exciting moments in building Audience Insights was when we identified a gap in how our users were understanding their target demographics. We kept hearing from users that they needed a way to visualize not just who their audience was, but how they compared to a broader baseline. By really listening to these concerns and diving into the problem, we were able to develop an indexing feature that allowed users to see their audience composition alongside a benchmark.
This process involved collaborating across teams, gathering feedback, and iterating on designs to ensure the feature was both intuitive and powerful. The result was a tool that not only solved the immediate problem but also empowered users to make more informed marketing decisions. Seeing how this feature positively impacted our users' ability to strategize and grow their businesses was incredibly fulfilling and underscored the power of problem-solving in product development.
What was the inspiration behind Audience Insights®?
Watching my father run his own horse and carriage business in Central Park in New York City, I learned the elements that contributed to his successes and challenges. I remember how my dad would spend time talking to his customers to learn about them and what they liked and didn’t like. He would personalize their experiences, which set him apart from competitors.
In working with hundreds of brands at Datonics, I have seen how their challenges are not dissimilar to the ones her father faced. For example, he had an increasingly hard time competing with those who were starting to power various functions through digital capabilities.
I believe that by providing access to data and tech, brands are able to unlock profound opportunities.
It's all about figuring out who their customers are, what resonates with them, and creating remarkable experiences based on that information. Enrichment and insights are the building blocks of this experience.
For more information on Audience Insights, please visit https://www.datonics.com/explore-insights