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Nanigans Interview Featured on Xconomy.com

Earlier this week Xconomy.com, a tech and startup new media outlet in six cities across the US from Boston to San Francisco, featured an in-depth profile of Nanigans. The article highlights our Facebook ad optimization platform, the Ad Engine, and was based on an interview last month with our founder and CEO Ric Calvillo.

Thanks to Erin Kutz for taking the time to get to know us and for the great article!

Nanigans Aims to Offer Up-to-Minute Insight for Facebook Ad Campaigns

Serial entrepreneur Ric Calvillo had planned to stay away from enterprise customers with his newest venture. He’s now CEO of Nanigans, a Boston-based startup that offers a Facebook advertising platform for enterprise customers with a couple thousand dollars to spend a day on online ads. Oops.

“We’re scaling right now with large accounts,” he says. “That’s exactly what I didn’t want to do”

Calvillo has twenty-plus years starting and running infrastructure software companies, like Conley, which sold to EMC in 1998. His last venture before Nanigans was Incipient, a company that sold its data storage virtualization and migration software largely to enterprise customers in the financial services space. “I picked financial services at the worst possible time,” says Calvillo. The startup, which raised $95 million in venture capital, struggled to gain traction and sold its intellectual property assets to Texas Memory Systems in 2009. Hence his resistance to the enterprise world.

Nanigans’ big customers aren’t huge financial firms, but companies in the fashion e-commerce, social gaming, and deal-a-day spaces, says Calvillo.

After getting out of Incipient, Calvillo says he spent time thinking about the next software space to play in. Cloud, SaaS, and social all came to mind, he says. Nanigans starting buildings its ad platform code (off of the Facebook Ads application programming interface) in November 2009 and incorporated in 2010.

“There’s a lot of room for innovation in the advertising optimization area in social,” he says.

Part of that optimization is “closed-loop feedback,” says Calvillo. Online ads can be tracked to see how they lead to actions like attracting new fans for a brand’s Facebook page or prompting customer purchases. But that feedback wasn’t being used to inform and adjust future ad spend on Facebook, says Calvillo. And that’s what Nanigans is looking to change.

Nanigans’ product, called Ad Engine, first measures the success of an ad campaign, then uses that information to automate decision making, like how much to spend on an ad bid and which audiences to target. The software can use historical data to determine how much a click on an ad should be worth in the future. And it can decide which Facebook users to put ads in front of based on variables like age, location, and likes on users’ Facebook profiles.

Nanigans is looking to take the human grunt work out of monitoring and optimizing Facebook ads. …

You can read the remainder of the article, here on Xconomy.

3 Responses

  1. It would be nice if a company like Nanigans would offer smaller brands with $1,000 – $3,000 per month to spend on Facebook a self-serve option instead of just focusing on the enterprise customers with thousands per day to spend. Another option would be to offer an agency model where they can use a tool like Nanigans for multiple smaller clients with the agency managing the account. Just an idea! I think there is a huge market for brands just starting with Facebook advertising with smaller budgets.

    • Caleb — Thanks for your comment, and the great idea. We do in fact offer our Ad Engine platform for self-service use to agencies, and are actively working to support smaller brands. Our head of business development will be in touch with you! -Cheryl

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