Removing Blind Spots Through the Power of Data

Interview with Sam Frida, Chief Strategy Officer at DomainCrawler

You’ve been working with DomainCrawler for three months now. What are the highlights of this cooperation so far?

I came in with no expectations. Having met Alona Borzhemska (CCO at DomainCrawler - e.n.), I had some idea of the company’s growth stage which was the exciting part of why I was driven to join.

It was at the recent ICANN in Cancun when I became impressed with the external validation received on the data’s accuracy. In fact, it had given me a different perspective on the power of data. There is a growth curve for me here too and I enjoy learning something new.

ICANN Cancun was my first public conference representing DomainCrawler. I threw myself into the deep end and scheduled demos back-to-back. What stood out from the reaction I received was the level of accuracy of the data that DomainCrawler has. The reaction to the accuracy had a significant impact on me. This occurred when I had some registries validate their zone numbers on our platform as I had presented the data to them. Their facial expressions spoke volumes to me. As I did more of the demos during the event, it actually became increasingly inspiring for me to gain more validation on our accuracy. And that in itself was insightful.

You have compared data with the GPS. Can you elaborate? 

I always want to simplify things when I am explaining them to someone. GPS analogy was just something that came naturally to me because data is information and insights are of value because as blind spots are removed, clarity begins to set in. If you don’t have access to insights, then how do you know the path of least resistance? Along the way, you get signals, and you get to pause and re-consider the route – so, this is like a GPS – it’s showing me more efficient ways to where I hope to be at. And so, when I work with data, I'm removing blind spots for the customers.

Along the way, it cautions you, signaling to you, giving you the opportunity to revise your growth strategies in place. When you get some of these GPS software, they tell you there's a cop sitting there with the speed camera. What am I going to do naturally? Slow down. That's empowering me to gain intelligence to change my strategy. And that is what data allows you to do - see the threats and predict the outcomes, along the way – it's about the journey, not just the destination since GPS gives you a few options. What is the best way? Sometimes you say no freeways, I want the long road. 

Data puts you in front of the steering wheel of your business, with blind spots removed.

Let's bring it closer to the domain management industry and domain in the industry overall. How has the landscape of domain management evolved in recent years, and what are some key trends to look out for?

Firstly, what's happening right before our eyes is mergers and acquisitions. I think the industry is getting a little smaller with the big players. So, there's a lot of hunters out there for registrars and hosting companies so the LTV of a domain name as well as domain name customers are important more than ever. There is value in renewals, and you want to attract customers that are going to be there in the long run. There is more diversity in the offerings now that support the end user journey for the long term. Because no customer should ever leave your platform. Ever. They buy a domain name and there should not be a slightest view of an exit because there is a risk they won't return. There shouldn't even be a slight view of an exit because the chances of them coming back are very slim.

Do I understand this correctly that in a way registries and registrars are becoming competitors? Because they're basically on the quest to attract the same end user.

I don’t think registries compete as much as they want to find a better way to control destiny for their TLD. The power has shifted to registrars, with their “limited” shelf space. Some of them charge to get a TLD listed. I’d say, it’s about time for a registry to step up. The traditional channel has been primarily complacent but legacy registries had contributed to it. The smaller ones or the long tail ones are missing opportunities. They collectively can move the needle for registries. The approach should be that it empowers them, not necessarily the same approach as is done to the top registrars. The end user is the customer for both registries and the registrars. The channel is the funnel through which the service flows to the end user. I feel somewhere, in between the registry and registrar, the end user misses getting the value they need. If there is no content to trigger the next step for the end user, then both registry and registrar should take responsibility for fixing that.

This is why I've always been a big fan of empowering registries, to help remove the blind spots, so that renewals and revenue gaps are impacted in a positive way. When blind spots are removed, the value in the information becomes insights and impacts the ecosystem positively. The end user’s behavior will say it all.

Do you see changing attitude towards using the data among industry professionals? I know that some registries are not very interested in digging deeper and building that ecosystem of channel support. Do you see that in the industry overall?

Yes, there is a slight change. There is more reception to chatting about data. I am hoping to have more conversations about data strategy and application beyond use for internal analysis to empower the respective registrar and reseller channel. There has to be a lead within an organization who can explore the different use cases across teams, from one signal, for example. And you partner up with registrars and resellers because you will need to understand their business in order to support the growth of a TLD and LTV of a domain name. Once the end-user has gained the value needed, they’ll be willing to renew the domain name for multiple years. It's not just selling data, it's a partnership on extracting insights.

And it's important for every tier of this ecosystem to understand that it's a partnership because you want the ecosystem to be healthy. We all have to play a part. The renewal of a domain name should continue. That also means the increased lifetime value of a domain name or a customer (think ARR) for a registrar. And it means that this registration should be of quality. Because we want the Internet to be clean. So, we contribute to the health of the Internet. And I think we all need to play a role. That's a bigger goal.

What are some effective ways that registries can use data to engage with their channel?

Recently we had an example of a registry that took a sample set of 5,000 names from a reseller of theirs for analysis. This registry happened to be ccTLD registry, a pretty progressive one. They shared the insights we provided from the crawl and that triggered an action from the reseller to do what the registry had hoped it would do. Remove blind spots for your registrars and resellers, in a more customized way, not a one-size-fits all, but in a more engaging way, using meaningful insights about their business, and you’ll see how meaningful that can be for them and for you. Be generous with the data insights.

What roadblocks do ccTLDs face, and how can they remove them using the data?

I think the ones who may face roadblocks are the ones who are not commercially driven but only operating with one set of lenses on – usually the security lenses. Of course, that is a vital lens to have on. But there is a missed opportunity to grow the zone, if you don’t explore how other TLDs are engaging with the people in your country. It’s a blind spot that they should have removed even if security is all they care about. You ought to keep your “enemies” closer, so to speak.

I think ccTLD registries need to understand their market a lot more. Not just from how many domain names they have in their zone and how secure they are, but also how to grow their respective zones by understanding who their customers are and how they use the domain names.

Some questions they should perhaps think about asking themselves - what are the people in my country doing with other TLDs and where are they going to register these domain names? Because where they register, there are your potential resellers. If there is someone offering services to people in my country, then let's talk about a cross-sell program.

Everyone is competing with .com and this is a major thing they are trying to solve. How can ccTLD registries increase their offer to end users to compete with .coms?

I don’t think you need to solve a .com problem. ccTLDs have an edge. They don't have ICANN regulations holding them back as much. You come in differently and explain the value of your TLD. Especially if it serves a niche.

For example, why not offer domain name plus email as a one-packaged solution for any end user? No one really ever leaves an e-mail. They are a sticky product. They leave a domain, but they don't leave an e-mail.

Here’s my vision. I imagine the ccTLD having a billboard saying: “Small business, start communicating today” Domain and e-mail, right? You don't have to have a website yet, but at least an e-mail allows a business to start immediately. You can operate like a professional, business. So, the registry should start thinking about different channels to engage with the end user. It could be a small business who deals with accounting solutions, or payment processing software – all of these are potential resellers or partners.

And this is what I want to encourage the registry to do - explore new channels.

Some registries are developing products for brand protection. How can they leverage data for developing brand protection solutions?

Identify references made to a brand at the domain name and content level as they happen. However, being able to identify it is just a first step, but then you need to receive continuous alerts, so you stay on top of the end goal – keep the zone clean and safe.

Different registrars are focusing on different business aspects. There are hosting registrars, there are investor-focused registrars, wholesale and retail registrars. What unique challenges do they face when it comes to using data effectively?

All of the above are service providers, so they should really understand their customers as a starting point. Once it is clear who the healthy customers are from business perspectives, it is possible to identify personas derived from data insights and then target these personas to acquire new customers. This increases growth efficiencies and accountability, which results in increased LTV per customer. A good place to start is to begin developing a data strategy through understanding your base of customers.

Domain investors tend to use the traditional ways to acquire the data they need. I think if they explored other avenues, and signals, they may increase their efficiencies towards their end goal. They could use additional signals to gain more insights into a domain name’s overall valuation. They can also identify potential buyers who have ridiculously long domain names that should be replaced with shorter, brandable, premium names. The goal is to be able to get to a niche dataset of potential buyers for that domain because you know enough about their current story to make that pitch, on why the shorter, brandable name is a better option.

And the last question. What message would you like to send out there to the domain industry professionals?

Let’s start by being curious. It's an important pre-requisite to explore the power of data.  

For press inquiries please contact
Volodymyr Holovash
+38 066 32 53 061
vova.holovash@domaincrawler.com 

About DomainCrawler
Founded in 2021, DomainCrawler combines industry expertise, a global approach, and up-to-date innovative solutions. With one of the most comprehensive and frequently updated databases in the world, DomainCrawler is able to provide enterprises with accurate web data, allowing them to fight cyber fraudsters, prevent brand infringements, conduct comprehensive market research, understand the competition, and enable the best data-driven businesses decisions.