Innovation is our middle name.
Fresh results are achieved by thinking differently.
It started with a simple question.
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.
Meet the Experts
Shel founded Twenty-Ten with a vision and technique to transform targeted marketing, bringing with him 25 years of marketing experience from both the agency…
It was here that he saw the opportunity to significantly improve consumer targeting as we knew it, and Twenty-Ten began.
Shel leads Twenty-Ten’s senior management team in continuing to provide cutting edge solutions for marketers while consistently driving growth and improving capabilities.
Jessica Velletri Akinwale
Vice President, Strategy
Jessica joined Twenty-Ten in 2012 as our Vice President, Strategy. With over 8 years experience in data-driven sales and partnerships, direct-marketing, and strategic growth…
Vice President, Research + Analytics
Rob joined Twenty-Ten in 2014 as our Vice President, Research and Analytics, bringing with him over 10 years of market research experience leading segmentation studies for…
Director of Data Science and Analytics
Brian brought his passion for analytics to Twenty-Ten in 2016. With a Bachelor of Mathematics in Statistics from the University of Waterloo, he also brings over 8 years…
Ray joined Twenty-Ten at inception, leading the original development and execution of our patented targeting system – what allows us to hyper-target individual consumers…
Now as the company’s Statistician Emeritus, Ray provides strategic mathematical and statistical solutions for new targeting system development and innovation whenever a rocket scientist is needed!