• Advertising Age, Monday, June 23, 2008 11:15 AM

KSL has reeled in about $250 million in media billings in 10 months, mainly by offering small-to mid-market clients a more-precise system of targeting consumers that uses transactional data the companies already have. "Clients have all this data sitting around them, but they don't know what to do with it," said Hank Cohen, KSL's CEO.

The agency examines customer transaction data gathered by the marketer to identify the best and worst customers and the differences between them. Further research helps the agency establish the best marketing and media approach for particular customer clusters

With this process, "it's no longer about a wide demographic... Instead, we get a more precise, distinct target," says KSL executive Michael Oddi.

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