Our approach relies on a systematic, database-driven analysis of the entire universe population, along with the datamining of customer transaction data. What makes it unique is our use of attributes that go well beyond the classical segmentation variables of industry sector and company size, using for example:

• competitive performance benchmarks, such as growth, productivity, etc - How different are the needs of Expanding firms, of Contracting firms, of highly Productive ones, etc?
• behavioural predictors, such as "lifestyle", "generosity", etc - How different are the needs of young firms as opposed to older ones, of high-salary firms?
• financial strength variables, based on balance sheet and P&L ratios - not only to predict default, but also to capture willingness to spend

Crucially we do not construct from these attributes a set of standard generic 'lifestyle' profiles into which we would force your customers and prospects; instead we tailor-make models to reflect your footprint within your industry, customised to each product. The approach is rigorous, revealing, and as a result, has proved to be a source of significant competitive advantage. To get a first-hand feeling for this, please click on the following case studies:

• So you think you know who your customers are?
• So you think turbulence is bad?
• So you think you know where to send the troops?
• So you think you know where your growth is coming from?