Dan Harlacher

And so first things first is anytime we're going to work with data against those residential households, whether it's customer supplied or data that we draw in from our sources, we're refreshing that residential list every 30 days nationwide.

So when we do any modeling or indexing, it's being bounced back off to a most recent residential address record list wherever we want to go.

But when we work with data and you mentioned, you know, your reluctance at first about providing data to us, I'm happy to report we probably have over 2000 home improvement home service clients that are now sharing their data with us.

So essentially under NDA and all the work that we do with data here is all SOC 2 compliant.

We treat it as if it was your mother or father or brother that was doing the work on the data.

There's only a couple sets of eyes that work with it.

And we take that information from the CRM files that clients provide to us and we go to work.

We look at those avatars.

We try to customer segmentation and analyze who the paying customer is.

So it's one thing where a lot of companies may say, who's my customer?

What do they look like?

When you start at the top of the funnel, it can give you kind of a misread on who you're really going after.

So we go bottom up.

We want to go, who are sold net sales customers?

Look at those address records and then define them into a lifestyle, life stage, attribution state for each one of those households.

And once we do that, it starts to paint the picture of who the real customers are out there and how do they engage in media.

So we have the ability to really analyze if I'm a 65 plus age person and my median income is 150 or 200, what is my tech IQ?

What is my tech engagement?

How do I engage with the different medias across the landscape?

So it gives us tremendous insight on making a more accurate and informed decision on bringing proposals to the table in terms of how to effectively use a co-op mail or a shared mail solution to targeting or target it to the right neighborhoods or carrier route levels within zip codes in those neighborhoods.