How do I optimize responses while maintaining scale in my addressable media campaigns? Answer: You need to target consumers who fit the behavior you’re looking for and are predisposed to your offering and are likely to respond. Sounds like a fantasy, but it’s necessary to compete effectively in today’s advertising ecosystem. The problem was (and still is) that most media buys today rely on behaviors, demos, syndicated segments, and other proxies to try to get at consumers who only sort of look like the target profile. In order to find your true target consumers, marketers must go beyond consumer behavior and target why they behave that way.

This is the idea that started our company. It sounds simple; target the “Why?”. But how? As it turns out, all it took for our company founders to transform consumer targeting was this idea, and a layover in a Minnesota airport with a couple of stray napkins to scribble on. It also didn’t hurt to put together a talented team of forward-thinking developers led by a NASA-tested statistician to turn that promise into practice.

Fast-forward to today. We’ve misplaced the napkins, but gained a revolutionary system with three patents (and more pending) on our hyper-targeting technology, which can target any custom persona across all consumer touch points. Based in Toronto and New York City, we work with our Fortune 500 clients across numerous industries to significantly improve campaign objectives and KPIs by identifying and targeting the most optimal consumers for their campaign.