Interview with “the Mail” Transcription

By June 2, 2013 April 10th, 2017 No Comments

I recently had the pleasure of speaking with Murray Newlands with “the Mail” at Live Ramp’s RampUp Summit in Mountain View, California. Here’s that interview.

Murray Newlands: Hello, Murray Newlands here with The Mail at the LiveRamp Event at the Computer History Museum in …

Ryan Pitylak: Mountain View!

MN: Ryan, who are you and what do you do?

RP: Ryan Pitylak, Unique Influence; we’re a digital marketing agency that helps early stage and mid-market companies explore new digital marketing channels. That could mean Pay-per-Click advertising, display advertising and we’re targeting social media advertising.

MN: How are you helping them hit it out of the park in the social space?

RP: Yeah, great question. That’s a huge opportunity right now for companies because there’s a lot of inventory in social. Specifically across channels like Facebook and LinkedIn and although there have been some developments in some of these channels such as Facebook, in terms of abilities to connect with their API and really target down the ability to find a person and understand exactly who they are and who you are as a person and where you work and what your interests are.

That ability to target is something that’s totally new and that really allows us to hit it out of the park for our clients because now instead of just looking for something like search intent, we can identify people and really connect with them and what they want.

MN: So give me a use case.

RP: Yeah, exactly, so a client here, Big Commerce, they are in the eCommerce software business and so today you would try to find those customers that would be looking for things like eCommerce software on search, but we’ve had some really great success for them and have actually done some writing about this on some blogs like, and have talked about how we can go out and find people that are web designers and find people that are interested in eCommerce and starting a business online and just interested in making money online. By being able to do that we’ve been able to kind of fundamentally changes the ability to find new customers online.

MN: So, talk to me; is that finding databases of those people and then uploading them, matching them against Facebook profiles and then doing Facebook ad buying against that? What are the ins and outs of that?

RP: Sure, yeah, so there is a lot of that going on. You can upload the data in terms of email addresses and then that allows you to do all sorts of really interesting things. So, the first thing you can do is, I can show ads to those people based on their email address profile. Facebook knows that person with that email address is associated with this particular Facebook account, I can show that person an ad; that may be somebody that’s in the middle of a free trial, so that reinforces the brand message. They may be an existing customer and somebody that I want to continue to retain and show content marketing messages to.

And then furthermore, I can take that same database of emails, I can build a look-alike audience off of that and Facebook will find the top 1% of people that are most like your current customer database and I can show ads to those people and that works incredibly well. So they take all these dimensions about you, your interests, and all these different things that you do online and pack it into this group that I can then buy against.

On top of all that there’s the kind of standard segmentation we can do. So, I wrote a post recently about how we use data from Rapleaf and we’ll find what the demographic profile is of your current customer base, we’ll overlay that on top of some of these different interest level targeting and look-alike targets and find ok, we’re going to look for people that are 25-35 male that live in the top five cities where you have the most concentration of your existing customers and we’re going to show those ads to people that are interested in your product. I mean, if you think about that ability to target, it’s crazy and it works really well.

MN: What scale of campaign do you need to run to start doing these things?

RP: Yeah, really good question, there are kind of two sides to it. So just taking the Facebook one for example; you can go directly to Facebook and you can try to do some of this on your own. Their tools, admittedly on their end, are only going to help you up to a certain point.

They do have a Power Editor that makes some of this a little bit easier, that’s really helping companies that are kind of in the $0-$10,000 a month range in terms of spending. The reality is a lot of the really great tools that are out there, so we use bunch of different tools that are just awesome. So to really start using those you probably need to be somewhere in the 50K a month type spends level. But like, what you do with those is amazing. So we’ll take, and so my point is, we’ll help a company’s access those tools because we’ll run the ad buys for them and run them on these tools. So, instead of them having to spend 50K a month, they can spend, ya know, less than that with us and we’ll access the tool and manage the ad buy but it’s really cool.

So for example, we’ll take all of these different interest segments that are out there and we’ll say ok, maybe there’s a 100 different interest segments that may be associated with my ideal customer. And then there’s these five different ad types that are out there that might work for these people. So we’ll build up 500 campaigns in Facebook and then we’ll go and figure out, ok, these twenty worked, the other 480 may not have. But, the reality is it doesn’t really matter because then those ones that worked, then those are the ones we run the next week and we expand out from there. And so there are really great tools.

You can be any sized to take advantage of it but again to really get access to the really great tools, you’d want to work with somebody like us who has that ability to access the tools even though you can’t directly.

MN: It’s not just the ability to access the tools; it is the experience of running enough campaigns, you know, because its great having that great tool, but if you’ve got the experience of running those big campaigns you can start of smaller and work your way up. If you’re going to spend you might as well do it well.

RP: Yeah, no that’s absolutely right. I mean, there’s a lot that goes into making these things work and ya know, there’s probably half dozen different ad types that you can use, there’s endless targeting abilities and being able to understand what those targets are that would work for you, what to do with them once you get some data back and then how to kind of iterate and find the next group and continue to expand out. I mean, that’s where all the magic happens.

MN: Fantastic. If people want to find out more and work with you, what’s your email address? And what’s your cell?

RP: Yeah so absolutely (laughs). The website is My email address is And my cell phone is (512) 826-5330. Please give me a call, shoot me an email; we love working with new companies, we’re totally passionate about what we do so if you’re interested please reach out.

MN: Ryan, thank you very much. You have a great day.

RP: Thanks Murray.