Channel Mix & Paid Media
Media driven by the data you already own
We added paid media to the engine after becoming CRM and data operations experts, not before. That order is the whole point. Your first-party and zero-party data drives the targeting, and media runs sequenced with your CRM rather than beside it.
Start with a focused engagement
Tell us where your program is today. No long-term commitment to begin.
Why Most Media Underperforms
The data problem, not the targeting problem
Agencies optimize the levers they can reach. When media sits outside the customer data, those levers are limited, and the results show it:
Media that doesn't know your customers
Broad targeting and platform lookalikes, when you're already sitting on first-party data that describes exactly who's valuable.
Messages that contradict each other
The email says one thing, the ad says another, because nothing connects them.
Spend against people you already have
Paying to acquire customers who are already in your loyalty program, because the suppression lists were never wired.
Attribution nobody believes
Platform-reported numbers that each claim the same conversion.
What We Actually Do
One orchestration layer, every channel
Email, SMS, push, mobile inbox, and paid media all sit alongside each other in the same system, sequenced and personalized from the same source of truth. Your customer gets one coherent experience instead of five agencies talking over each other. That works because of what was built before it:
CRM-fed targeting
Audiences built from real purchase behavior and program data, not demographics or platform guesses.
Truly omnichannel
More than display and social. Websites, online video, search, television, audio, and outdoor, with content and targeting aligned to what's coming out of email, SMS, and push.
Sequenced with the program
Media and CRM aren't parallel tracks. They're one journey with different surfaces.
Suppression that works
Your own customers stop showing up in your acquisition spend.
Measured the same way everything else is
Test-and-control design and real incrementality, not platform-reported credit.
What that looks like in practice
Digital planning & buying
Built around the customer data, not around the channel plan.
Paid search & social
Fed by your segments, sequenced with what's landing in the inbox.
Programmatic advertising
Reach that respects who's already a customer and who isn't.
CRM-fed audience activation & lookalikes
Your first-party and zero-party data, put to work in the channels you're already buying.
Linear & streaming TV + audio
Omnichannel means more than digital. Content and targeting still align to the program.
Certified expertise across the entire digital ecosystem
Our team
Meet some of the team behind our paid media work
Media, strategy, and creative working from the same customer data, so targeting, message, and measurement line up.
Carie Jones
Media Director
Leads integrated media strategy, specializing in omnichannel planning and performance optimization across verticals including ecommerce, automotive, healthcare, and retail.
Nolan Watts
Associate Media Director
Leads paid media strategy with a focus on programmatic advertising, media analytics, and cross-platform campaign performance.
Andy Locke
Partner, Director of Strategy & Data
Leads all strategic initiatives, turning complex customer data into CRM and loyalty program insights across segmentation, lifecycle marketing, attribution, and applied AI.
Sara Shumaker
Account Director
Leads complex marketing programs from strategy through execution, with a PMP certification and experience across food and beverage, professional services, and luxury construction.
Rebekah Carroll
Account Supervisor
Focuses on CRM, lifecycle, and cross-channel campaign execution, bringing an analytical lens to email, SMS, and programmatic media programs.
Katie Scott
Art Director
Leads creative strategy across CRM, digital, and omnichannel campaigns, specializing in design systems, creative direction, and loyalty marketing design.
Ready to put your data to work?
Tell us what your media is running on today. We'll show you what changes when it runs on your own customer data instead.
Frequently Asked Questions
- What is CRM-fed paid media?
- Media planned and targeted from the customer data you already own rather than from third-party segments. Your CRM defines who to reach, who to suppress and what to say, so paid media runs as part of the customer program instead of alongside it.
- Can you use our customer data for targeting, and is that compliant?
- Yes. Customer data is onboarded to ad platforms as hashed audiences, and the work depends on clean consent and governance. That is a targeting capability rather than a legal formality, because well-consented and well-structured data is what activates reliably across platforms.
- Which channels do you plan and buy?
- Digital planning and buying, paid search and social, programmatic advertising, CRM-fed audience activation and lookalikes, and linear and streaming TV plus audio. The point is one orchestration layer across all of them rather than separate channel plans.
- How do you stop us paying to reach customers we already have?
- Suppression built from live CRM data. Existing customers, recent purchasers and active loyalty members are excluded from acquisition campaigns, so acquisition budget goes toward acquisition rather than toward people already in your file.
- How do you measure media when attribution is unreliable?
- Media is measured the same way the rest of the program is, and it leans on incrementality rather than last-click. Holdouts and control groups answer whether the spend caused the outcome, which is the question that survives changes in tracking.