How It All Got Started

It started with a simple question all advertisers ask themselves: how do I optimize response and maintain scale in my addressable media campaigns? The answer was pretty straightforward: you need to target consumers who not only fit the behavior you’re looking for, but who are also predisposed to your offering and likely to respond. Why? So your messaging resonates and your impressions are spent against the consumers who best fit your custom profiles and are most likely to engage – increasing response and ROI.

The problem was (and still is) that most media buys use behaviors, demos, syndicated segments, and other proxies to try to get at consumers who only sort of look like the target profile, leaving wasted impressions and less than accurate campaigns. But how do you find your true target consumers? To find your best prospects, you need to go beyond consumer behavior and target why they behave that way.

This is the idea that started our company.

It sounds simple: Target the Why. But how? As it turns out, all it took for our company founders to transform consumer targeting was this idea, and a layover in a Minnesota airport and a couple of stray napkins to scribble on. It also didn’t hurt to put together a talented team of forward-thinking developers led by a NASA-tested statistician to turn promise into practice.

Fast-forward to today. We’ve misplaced the napkins, but gained a revolutionary system with three patents (and more pending) on our hyper-targeting technology, which can target any custom persona across all consumer touch points. Based in Toronto and New York City, we work with our Fortune 500 clients across numerous industries to significantly improve campaign objectives and KPIs by identifying and targeting the most optimal consumers for their campaign.

LEADERSHIP

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Shel Smith

Shel Smith

Jessica Velletri Akinwale

Jessica Velletri Akinwale

Rob Couvillon

Rob Couvillon

Jen Cole

Jen Cole

David Diamond

David Diamond

Ray Ferris

Ray Ferris

Shel Smith

President

Shel founded Twenty-Ten with a vision and technique to transform targeted marketing, bringing with him 25 years of marketing experience from both the agency and client perspectives. After graduating with an M.B.A from McGill University, he started his career as a brand builder at Colgate-Palmolive and went on to establish two companies: Impaq Marketing and Artis, which delivered advertising and promotions services to Fortune 500 CPG clients. It was here that he saw the opportunity to significantly improve consumer targeting as we knew it, and Twenty-Ten began.

Shel leads Twenty-Ten’s senior management team in continuing to provide cutting edge solutions for marketers while consistently driving growth and improving capabilities.

Jessica Velletri Akinwale

Director, Digital Targeting & Strategy

With an honors degree in Economics, International Business and Political Science from the University of Toronto, Jessica brings a wealth of knowledge and talent to Twenty-Ten, driving the development of strategic partnerships and digital innovation to ensure Twenty-Ten is fully integrated with turn-key solutions everywhere our clients need to be. She quickly rose to her current role of Director, Digital and Targeting, where she also leads all key accounts with our Fortune 500 clients, driving solutions from initial conception through to back-end measurement to ensure objectives are hit and KPIs are met.

Since joining the team in 2012, Jessica has lead the development of a new international targeting system focused on digital applications, reshaped our sales model and increased growth and awareness of Twenty-Ten throughout North America and abroad.

Rob Couvillon

Vice President, Research + Analytics

Rob joined Twenty-Ten in 2014 as our Vice President, Research and Analytics, bringing with him over 10 years of market research experience leading segmentation studies for Fortune 500 companies in the financial and retail sectors.

Since joining Twenty-Ten Rob has developed a game-changing consumer segmentation study for a leading home developer that will fundamentally alter the way the industry views developing and marketing new homes. In leading the analytics team, he has advanced the performance of our targeting system to deliver improved performance and accuracy, while introducing automation to increase speed to market.

Jen Cole

Vice President, Business Development

Based in NYC, Jennifer is a results-driven revenue builder, providing a trusted voice of reason for brand, agency and client partners in the increasingly complex world of multiplying intermediaries.

After studying Marketing at the Schiller College in Paris, Jennifer became an early digital native she led digital sales management for CondeNast/CondeNet in NYC with product launches for Brides.com, Vogue.com, Epicurious and other award-winning brands. Realizing the power of audience targeting, Jennifer launched The Wedding Audience in 2010, the first online data platform for this lucrative life stage, executing programmatic campaigns for both agencies and clients.

David Diamond

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David joined Twenty-Ten shortly after our inception, having formerly served as the President of Emerging Businesses at Catalina Marketing Corporation. With an M.B.A from Columbia University, David brings with him over 30 years’ experience of providing strategic solutions to a broad range of leading consumer packaged goods marketers, retailers, and marketing services companies.

In addition to his pursuits with Twenty-Ten, David currently serves on the boards of Carleton College in Northfield, MN; The Archive of Contemporary Music in New York City; and the Storm King Art Center in New Windsor, NY.

Ray Ferris

Chief Statistician

Ray joined Twenty-Ten at inception, leading the original development and execution of our patented targeting system – what allows us to hyper-target individual consumers who best fit custom personas like no other existing system can. With a Master of Science in Statistics from Iowa State University, Ray brings over 30 years experience implementing custom analytical systems and leading large teams of senior statisticians and analysts. He started his career at United Technologies working with multivariate statistics, and went on to consult for NASA, where he developed models to optimize rocket recovery systems.

Now as the company’s Statistician Emeritus, Ray provides strategic mathematical and statistical solutions for new targeting system development and innovation whenever a rocket scientist is needed!