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Emetry Welcomes DtC & Analytics Expert Robert Krumm to Their Board of Advisors

By January 15, 2019 No Comments

NAPA, CALIFORNIA, JANUARY 2019. The Emetry team is excited to announce Robert (Rob) Krumm will be joining Emetry’s advisory board. Rob is a leader in data analysis and database design.  His applied expertise across many industries including the wine industry uniquely qualify him to help guide Emetry DtC product development.

Rob began his career as a teacher in Philadelphia in the 1970’s and was witness to the appearance of computers like Apple II, TRS-80, and the TI-99.  He learned to program an Apple II for his classroom and went on to open Microcomputer School. The school focused on teaching people in business, education, and government how to use the emerging technology and was first to implement educational reforms. In 1983 the materials created for the dBase II class were published as “Understanding and Using dBase II.” This was the first of over 50 books Rob wrote, including the best-selling series “Inside the Norton Utilities” in cooperation with Peter Norton.

Robert’s first job in the wine industry was building a true cost accounting database for Robert Mondavi in 1997.  During the project, he sensed the acute need for modern database technology in the wine industry and later created Winebase2. The software was capable of processing a wide variety of club types and eventually grew to integrate POS, online components. It also incorporated a compliance engine that could validate out of state sales automatically which was not possible at the time.  

Rob’s contributions continue to be on the forefront of wine technology, and his wealth of knowledge is an incredible asset to the Emetry team. “I am pleased and excited to work with a team headed by my old client and friend, Paul Mabray, who was one of the first adopters of Winebase2 clients in the 1990’s.” With Rob’s guidance, Emetry is pushing the boundaries of what’s possible with their DtC insights software set to launch January 2019. The addition of DtC to Emetry’s brand & consumer insights software will bring wine marketers unparalleled data management, analysis, and activation opportunities across multiple channels. “ For almost two decades, Rob Krumm has quietly been building solutions that help power and streamline winery DTC. The breadth of knowledge of both DTC and software will help guide us to create better and more powerful solutions for our winery customers,” says Emetry CEO, Paul Mabray.

Rob served for 15 years as the head programmer and database architect for the Bay Area startup Pet Food Express which grew from a dozen East Bay locations into a chain of over 60 stores across California. Presently, Rob works in the Urology Department of UCSF with an outstanding group of physicians and researchers. They are working to create a database infrastructure to integrates EMR (Electronic Medical Records) with a wide variety of applications (e.g., Salesforce) and technologies (e.g., RNA precursor genetic material).

ABOUT EMETRY: Emetry is a brand insights company for the wine industry. They use digital data sources to build meaningful understanding and a 360-degree view of a brand: its consumers, their behaviors, competitors, and the market. Their software aggregates data from a range of digital sources, including the leading wine scanning app Delectable, direct to consumer data, and on-premise POS data to provide wine brands unique and exclusive insights. This data helps wine producers drive business revenue, and make more informed decisions on product development and promotional strategies.

If you’d like more information, please email us at  

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