Removing blind spots with data in domain management is now a must for companies that want to stay competitive. In this interview, Sam Frida, Chief Strategy Officer at Domain Crawler, explains how using data can change the industry. With accurate and useful data, businesses can overcome challenges, improve their strategies, and find new growth opportunities. Learn how data is reshaping domain management and why it’s important for future success.

What have been the key moments in your partnership with Domain Crawler during the past three months?

I approached this role without specific expectations. However, after meeting with Alona Borzhemska (CCO at Domain Crawler),I understood the company’s growth potential in removing blind spots with data, which excited me and motivated me to join.

My perspective on the power of data was fundamentally changed during the ICANN conference in Cancun. The external validation we received on the accuracy of our data was both impressive and eye-opening. I realized that I was on a personal growth journey as well, constantly learning new things.

Representing Domain Crawler at ICANN Cancun was my first public conference experience with the company. I scheduled back-to-back demos, immersing myself fully. What truly stood out was the overwhelming positive reaction to the accuracy of our data. Watching registries validate their zone numbers on our platform and observing their facial expressions was incredibly telling. The more demos I conducted, the more inspired I became, as I saw firsthand how our data’s accuracy was being validated. This experience has been both insightful and motivating.

You’ve compared data to GPS. Can you explain this analogy further?

When explaining complex concepts, I always aim to simplify. The GPS analogy naturally came to mind because data provides information, and insights derived from that data remove blind spots, offering clarity. Without access to insights, how can you determine the most efficient path? Like a GPS, data gives you signals and allows you to reconsider your route, showing you more efficient ways to reach your goals. When I work with data, removing blind spots with data helps customers gain clarity and improve their decision-making.

Much like a GPS that alerts you to speed traps, data empowers you to adjust your strategies based on the intelligence it provides. It helps you foresee threats and predict outcomes, making the journey just as important as the destination. Data puts you in control of your business, with blind spots removed, guiding you toward success.

How has the domain management industry evolved recently, and what key trends should we watch for?

One major trend is the ongoing mergers and acquisitions in the industry. The market is becoming more concentrated, with big players hunting for registrars and hosting companies. This makes the lifetime value (LTV) of a domain name and its customers more crucial than ever. Renewals are valuable, and attracting long-term customers is essential. The diversity in offerings now supports the end-user journey for the long term, making it critical to retain customers on your platform. Once a customer purchases a domain name, there should be no reason for them to leave because if they do, the chances of their return are slim.

Do you think registries and registrars are becoming competitors in their quest to attract the same end user?

I don’t see registries as competitors to registrars. Instead, registries are focused on controlling the destiny of their top-level domains (TLDs). The power has shifted to registrars, who have limited “shelf space” and may charge for TLD listings. It’s time for registries to step up. The traditional channels have been complacent, and legacy registries have contributed to this. Smaller registries and long-tail ones are missing opportunities. They need to empower themselves and move the needle collectively, not necessarily by adopting the same approach as the top registrars. The end user is the customer for both registries and registrars, and the channel is the funnel through which services flow to the end user. Somewhere between the registry and registrar, the end user may miss out on the value they need. If there’s no content to trigger the next step for the end user, both registry and registrar should take responsibility for fixing that.

This is why I’ve always supported empowering registries to help remove blind spots. Doing so positively impacts renewals and revenue gaps. When blind spots are removed, the information becomes valuable insights, benefiting the entire ecosystem. The behavior of the end user will reflect this.

Are industry professionals becoming more open to using data? Do you see a shift in attitudes?

Yes, there’s a slight shift in the industry. Professionals are more open to discussing data. I’m hopeful for more conversations about data strategy and its application beyond internal analysis to empower registrars and resellers. Organizations need a lead who can explore different use cases across teams, starting from a single signal. Partnering with registrars and resellers is crucial to understanding their business and supporting the growth of TLDs and the LTV of domain names. When the end user gains the value they need, they’re more likely to renew their domain names for multiple years. It’s not just about selling data; it’s about a partnership to extract insights.

It’s essential for every tier of the ecosystem to understand that this is a partnership. We all play a part in maintaining a healthy ecosystem. The renewal of a domain name should continue, which means increasing the LTV of a domain name or customer (think ARR) for a registrar. It also means that the registration should be of high quality because we want a clean Internet. Contributing to the health of the Internet is a bigger goal we should all strive for.

How can registries effectively use data to engage with their channel partners?

Recently, a ccTLD registry used a sample set of 5,000 names from one of their resellers for analysis. This registry is progressive and shared the insights we provided from the data crawl. This action prompted the reseller to take the steps the registry had hoped for. The key takeaway is to remove blind spots for your registrars and resellers in a customized and engaging way, using meaningful insights about their business. This approach will be beneficial for both parties. Be generous with the data insights, especially in removing blind spots with data to create customized, meaningful strategies for your registrars and resellers.

What challenges do ccTLDs face, and how can they overcome them using data?

The main challenge for ccTLDs is that they often focus solely on security, missing opportunities for removing blind spots with data that could drive growth. While security is crucial, there’s a missed opportunity to grow their zones if they don’t explore how other TLDs engage with people in their country. This is a blind spot they should remove, even if security is their primary concern. It’s important to understand your market comprehensively, not just in terms of the number of domain names in your zone and their security, but also in terms of how to grow your zones by understanding your customers and how they use domain names.

ccTLD registries should consider questions like: What are people in my country doing with other TLDs? Where are they registering these domain names? Where they register, there are potential resellers. If someone offers services to people in my country, let’s discuss a cross-sell program.

How can ccTLD registries compete with .coms?

I don’t believe ccTLDs need to solve a .com problem. They have an advantage—they aren’t as restricted by ICANN regulations. ccTLDs can position themselves differently and explain the value of their TLDs, especially if they serve a niche market.

For example, why not offer a domain name plus email as a package solution for any end user? Emails are sticky products that people rarely abandon, unlike domains. So, a registry could promote a package deal, like “Small Business, Start Communicating Today” with a domain and email. This allows a business to start operating professionally immediately, even without a website. Registries should explore different channels to engage with end users, such as small businesses offering accounting solutions or payment processing software—these are all potential resellers or partners.

I encourage registries to explore new channels.

How can registries leverage data for brand protection solutions?

For effective brand protection, removing blind spots with data involves identifying references to a brand at the domain name and content level, and staying on top of alerts. But this is just the first step. Continuous alerts are necessary to stay on top of the end goal: keeping the zone clean and safe.

What unique challenges do different types of registrars face in using data effectively?

All registrars are service providers, so they need to understand their customers as a starting point. Once they identify their healthy customers from a business perspective, they can derive personas from data insights and target these personas to acquire new customers. This increases growth efficiency and accountability, resulting in a higher LTV per customer. Developing a data strategy that starts with understanding your customer base is a good approach.

Domain investors typically rely on traditional methods to acquire data. However, exploring other avenues and signals could increase their efficiency toward their end goals. They could use additional signals to gain more insights into a domain name’s overall valuation. Investors can also identify potential buyers with long domain names that should be replaced with shorter, brandable, premium names. The goal is to create a niche dataset of potential buyers who can be pitched on why a shorter, brandable name is a better option.

What final message would you like to share with domain industry professionals?

Let’s start by being curious. Curiosity is the essential prerequisite for exploring the power of data.  

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About Domain Crawler
Founded in 2021, Domain Crawler 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, Domain Crawler 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.