Welcome, my name is Pierre Bazoge, I'm the creator of Rimdian and this is how everything started...
Back in 2011, I launched my first SaaS Affilae.com to define new standards for the affiliate marketing industry. The challenge there was to combat fraud and remunerate fairly all the real affiliates.
Calculating affiliate commissions was easy, the hard part was to identify who really contributed to the conversions, which comes down to: how to record the whole user conversion path and apply "multi-touch attribution" algorithms. That was not my initial plan, but I quickly became an expert in cookies & web tracking.
I sold Affilae in 2015, and launched another SaaS in 2016 called UTM6, that would allow anyone to create an affiliate marketing program for its website just by doing a Google Analytics Connect.
Building UTM6 made me reverse engineer Google Analytics and that's how I discovered all its design flaws:
- There is no user-identity reconciliation.
- There is no cross-device & cross-domain reconciliation.
- The tracking domain is blocked by AdBlockers.
- The tracking is limited by the 90 days "attribution window".
- We can't attach PII to the data (emails…) & build marketing automation on top of it.
How is it possible that the whole eCommerce industry was building its digital marketing strategy based on wrong numbers coming from Google Analytics?
We are in 2024, 7 years later, and nothing changed. Google Analytics 4 arrived with the same design flaws and marketers still ignore it.
Back in 2017, I knew I would never be able to innovate on top of Google Analytics, so together with Tom Guillemin we decided to create our own web analytics from scratch: Captain Metrics.
The first Customer Data Platform
Captain Metrics was launched in 2019, and was part of the first generation of Customer Data Platforms. It had a strong focus on the tracking capabilities to correctly calculate the digital marketing performance in a multi-touch context: cross-device (mobile-to-laptop) & cross-domain (web-to-store).
One year later, the famous tag manager Segment.com has been acquired by Twilio for $3.2 billion and rebranded itself as a Customer Data Platform, while having none of the features of a CDP (no cross-device user-identity reconciliation, no multi-touch marketing attribution, no marketing automation, no real-time processing, no user segmentation etc…).
In 2021 every CRM, DMP & email marketing tools started to rebrand themselves as a CDP to attract investors, and at the same time I was already experimenting the limits of such platforms.
Customer Data Platforms are very rigid, in order to be able to run complex algorithms in real-time (user-identity reconciliation, multi-touch attribution, user segmentation etc…) they rely on strict database schemas and could not adapt to custom needs.
2021 was also the year for "Modern Data Stack" tools, with the promise of: “Don't buy a CDP, build it yourself on top of your Data Warehouse”.
Which was another lie, you can't build a CDP on top of a data warehouse because:
- Data Warehouses (BigQuery, Snowflake…) are not transactional nor real-time databases.
- The real value of a CDP relies in its tracking technology & algorithms (user-identity reconciliation, user segmentation, marketing automation, multi-touch attribution…), which doesn't exist in the Modern Data Stack ecosystem.
- You might need a team of at least 3 very well paid data engineers to build & maintain it.
So in 2022 I knew I had to build something better, a CDP with the flexibility of a Modern Data Stack, because Captain Metrics was too rigid to survive a decade.
The birth of Rimdian
What was the solution?
→ Building an Operating System for digital marketing data.
Like a smartphone, the OS provides the real-time framework and applications provide the custom features.
Rimdian was born at that moment, and it will be released in 2024 to the world.
What Rimdian does provide:
- A tracking technology to collect your customers activity among all your domains (web, app, in-store, offline…).
- User-identity reconciliation (cross-device & cross-domain).
- Multi-touch attribution for marketing campaigns.
- User-segmentation engine.
- Marketing automation engine.
- Everything is processed & updated in real-time.
- An application store, with apps that can hook into the data lifecycle, have their own tables & add columns to existing tables (users, orders…), and their own UI in the Rimdian console.
- An open-source code that can be hosted in your own cloud.
- Some generic apps (Google Ads, Facebook Ads, Shopify…).
What Rimdian does not provide:
- We won't create all the apps, but let 3rd party developers build on top of our ecosystem.
- The subscription to SingleStoreDB, which is the actual database supported.
- We do not provide legal advice regarding the processing of personal data in accordance with the laws in force in your country.
The values & the vision
What drove my journey in the digital marketing industry was the uncompromising search for truth. Everything I build should last for decades or I shut it down.
13 years after its birth, Affilae.com is still riding the same vision and is now a leader in the French affiliate marketing industry, thanks to the hard work of Alexandre Dos Santos & its team.
I see my work as an art, fueled by the love for innovation where money is secondary.
Everyone is talking about AI, but AI without good data is more than useless, it's dangerous.
My vision for Rimdian is to be strongest data fondation for online businesses, where they could plug AI apps to boost their activity.
Nowadays, who is obsessed by data quality in the digital marketing landscape? no one.
Understanding that, should be enough to consider Rimdian as one the most important piece of technology you could deploy for your business.
And because Rimdian will play the most important role in your tech stack, you should be able to deploy it at home & verify that its source code has no backdoor.
If your data is gold, Rimdian is the drill, the foundry & the jeweler.
Why is it called Rimdian? → because the .com domain was available. 😀
Did you build Rimdian alone? → so far.
How is it possible to build such a big platform alone? → as much as failing to build the same with 50 engineers.
Why your competitors with 50 engineers can't achieve what you did? → because they have a deadline... it took me 10 years of trial and errors just to build-up the expertise.
Why Google Analytics 4 didn't fix its issues? → it's a trade-off, running a real-time engine like Rimdian is more expensive and Google Analytics wants to remain free. For Google, capturing 80% of the global web trafic to get trends is more valuable than computing real numbers for few businesses.
Why don't you have a co-founder? → I'm still open to it... but it's not mandatory.