In 2012, a notable shift was beginning to materialize in the way companies perceived their data. A vast reservoir of information was available, but there was a glaring gap: companies, big or small, were struggling to glean meaningful insights about their customer base. Moreover, harnessing this data to spur revenue via personalized marketing seemed an insurmountable challenge. This is where Klaviyo's co-founders, Andrew Bialecki and Ed Hallen, stepped in.