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Brands can only identify a fraction of their customers — typically fewer than 2 out of every 100. Good business starts with knowing your audience: 2% doesn’t cut it. Great business happens when you can recognize and make personal connections with your customers at scale.Continue the Journey

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Is Your Marketing Still Guilty of Mistaken Identity?

August 2017

Is Jennifer Greer a 50-year-old mother of three daughters? Or is she actually an 18-year-old male in need of his first real shave? That’s the question facing marketing execs at Gillette after a promotional package of razors landed at Ms. Greer’s doorstep instead of reaching one of the 2 million teenaged boys the personal care brand thought it was targeting.
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