How to Find Your Best Invisible Customers
How to Find Your Best Invisible Customers (Hint: They Aren’t Looking at a Screen) The 98% Problem: You’re Paying for Traffic You’ll Never Convert There’s a number buried in your analytics dashboard that deserves more attention than it gets: 98%. That’s the percentage of your website visitors who leave without identifying themselves. No purchase. No […]
Targeting Intent vs. Broad Demographics
Targeting Intent vs. Broad Demographics Beyond the “Who”: Why Intent is the New North Star for Customer Acquisition We’ve all seen the marketing briefs. They usually look something like this: “Our target audience is women, aged 35–55, with an HHI of $100k+, living in suburban zip codes.”For decades, this demographic-first approach was the gold standard. […]
Why Discovery Is the New North Star for Donor Acquisition
Why Discovery Is the New North Star for Donor Acquisition The Comfortable System For years, we relied on a predictable formula for nonprofit direct mail acquisition: find strong lists, control costs, and use overlap between files as a form of validation. It was a strategy built for a more homogeneous market, and for a long […]
Reach with Precision: The Data Sourcing Strategy for Now
The Data Sourcing Strategy for Now Reach With Precision: The Data Sourcing Strategy for Now Why legacy sourcing models may be blocking the new audiences you want to reach Years ago, my teammates and I architected the data sourcing framework that remains the standard across much of direct-to-consumer marketing. It was built for a largely […]
Chris McDonald Appointed President & CRO at Path2Response
Chris McDonald Appointed President & Chief Revenue Officer Path2Response Strengthens Executive Leadership Team Broomfield, CO January 22, 2026 – Chris McDonald appointed President and Chief Revenue Officer at Path2Response, a modern data and modeling platform that identifies high-value audiences for brands and nonprofits. The addition, which strengthens the company’s executive leadership team as Path2Response continues […]
Tactical Deep Dive: Data Points for Direct Mail Personalization
Tactical Deep Dive Data Points for Direct Mail Personalization The goal is to use the online behavior to dictate the offline message. This requires gathering three critical categories of data: Identity, Intent, and Context. I. Identity and Contact Data (The “Who” and “Where”) These are the fundamental data points required to deliver the mail and […]
How to 10x Client Targeting with a Data Cooperative
Clients demand breakthrough results, budgets are under constant pressure, and the third-party cookie is officially dead. Your team is left fighting for scraps in the same oversaturated, expensive “walled gardens” (looking at you, Google and Meta) as every other agency.
Path2InMarketX vs. Modeled Data Signals
Building with Precision Path2InMarketX vs. Modeled Data Signals In today’s competitive marketing landscape, the difference between an effective, high-ROI campaign and a wasted budget often comes down to one thing: the quality of your data.The problem is pervasive: many marketing models are built on shaky foundations. Relying on synthetic, modeled, and inferred data can lead […]
Eliminate the Guesswork: Why Synthetic Data Is a Risk, and Real Transactions Are Your Only Foundation
Eliminate the Guesswork Why Synthetic Data Is a Risk, and Real Transactions Are Your Only Foundation The Choice: Uncertainty vs. Victory In today’s high-stakes marketing environment, your budget is survival. Every dollar spent on audience targeting must deliver a measurable return. Yet, many organizations build their most critical campaigns on a foundation of data they […]
Segmentation vs. Modeling: How to Boost Average Gifts by 127%
Segmentation is Just the Start. The Real Win is in Response Modeling. If you’re a fundraiser, you’re already practicing segmentation.Segmenting your donor file by RFM (Recency, Frequency, Monetary value) is a fundamental principle in fundraising. It’s a great way to identify your most loyal supporters, and it’s a necessary first step. But in today’s environment, […]