When I was growing up, my grandmother would test if spaghetti was cooked by throwing it against the wall. If it stuck, that meant it was done. But advertising is not like spaghetti. You can't haphazardly throw ads at consumers and hope some of them stick. You need a strategic approach that combines media and creative targeting with personalized messaging. Using this formula, we've seen as much as a 585% lift in ROI. While the results aren't always so dramatic, to date we haven't seen a negative outcome.