Dan Harlacher

You appreciate the interaction as it relates to media and marketing recipes.

And so, man, it's been a great journey in the direct mail business.

We started from kind of that...

spray and pray world where everybody kind of pigeonholed us in this one-dimensional product solution.

And I got to tell you, over the last three and a half, four years, we have really grown up

and incorporated and integrated data into our go-to-market approach.

And that has really set the bar high for us and held us more accountable to deliver KPIs in the home improvement, home services sector, particularly by marrying data with product solutions.

So

We have learned and seen there is an integrated relationship of all media, especially in today's environment with the consumer.

So we want to get our act together and our game together on integrating data into product solutions.

And we want to align that nicely with all other multiple solutions from digital to social and all the other things out there that are trying to drive leads for advertisers.

You know, I had Benji, I just wanted to bring his name up because, you know, I was around for a long time.

Mike Davis asked me to speak at a couple events with you guys throughout the years.

And when I met Benji, I was a little bit overwhelmed because the data and the data science and the metrics and what you guys know about my avatar,

was just unimaginable that you could get that kind of data.

I mean, I was a little bit weary to download my whole customer list.

But you guys, we ran it through lawyers.

We made sure that our data was guarded.

And you guys were able to tell me my ideal avatar.

And Benji just blew my mind.