What We Believe

1. Demand for products and services, is driven at the site level.  Brand preference/loyalty is an individual decision.
   
2. Most customer sites under 20 employees have a single “real” buyer.  This buyer can change and other individuals, at that same site, will purchase occasionally. 
   
3. Marketing to additional prospects at customer sites with 0-18 month recency is reactivation not prospecting.
   
4. For most merchants, marketing to additional contacts at customer sites with 0-6 month recency is a waste of money.
   
5. 40-50% of customers are unprofitable and will never become profitable.  Identify these sites quickly and disengage.
   
6. Acquisition marketing spend must be controlled (frequency and messaging) at the site level.
   
7. Web and Retail Channels benefit enormously from “non-digital” direct marketing expenditures.  If accurately measured, the impact will reflect numbers in line with equation below:
   $1 Attributed Direct = $0.95 Unattributed Direct = $0.87 Web Channel = $1.70 Retail Store Sales
   
8. The most influential and predictive data sources, are usually free.