People-Based Marketing:
More Prospects. Better Customers. Long-Term Value.

There is growing demand for home and personal services in the United States. Spas and health clubs have become increasingly important to consumers. Cars need to be fixed, windows need to be replaced, and taxes need to be filed. And each customer requires these services at different times, sometimes letting months or years elapse between purchases. The key is to find these customers wherever they are in their customer journey, and meet them with an offer that corresponds to their needs.

Identifying and reaching responsive, qualified new customers requires leveraging the best data resources available—the kind of powerful insights that can be found at Wiland. We possess detailed transactional data on more than 245 million U.S. consumers, enabling us to identify those most likely to respond to your brand and your offers. From national marketing campaigns to localized lead generation, we model consumer audiences that resemble your best customers, enabling you to deploy direct mail and digital advertising that generate the best possible response rates. So, we don’t just help you find more customers—we find better ones.

We also have the ability to score the many new leads coming in through your advertising or sales efforts. We use proprietary predictive analytics to identify the prospects most likely to become loyal, repeat customers. That means you avoid the high cost and tremendous waste of pursuing the wrong leads, and keep your sales and customer service teams focused on the most profitable prospects and customers.

Solutions: Home & Personal Services

New Customer Acquisition

Find prospects who are the most likely to become—and stay—loyal customers. Wiland’s predictive analytics and modeling solutions identify the best new customers from within our vast database. This approach means you can acquire new customers affordably and realize the best return on investment for your acquisition campaigns.


Increasing Revenue from Current Customers

Understand your customers like never before. Our extensive data, analytics, and segmentation allow you to concentrate your resources on the most promising customers from your housefile. We also help you avoid the high cost of continuing to pursue the wrong customers.


Reactivating Lapsed Customers

Make past customers part of your future marketing plans with Wiland’s customer reactivation modeling. We can identify the inactive customers who are most likely to buy from you again, based on recent, relevant activity as observed in the Wiland Database. We can also identify those who do not merit further marketing investment, reducing waste and increasing ROI.


Targeted Digital Advertising Solutions

Reach the right audiences online with Wiland’s managed display campaigns. Our digital solutions bring a refreshing level of transparency, precision, and measurability to programmatic ad buying. With Wiland’s managed display campaigns, ads are deployed across our vast network that includes Facebook, Google, Yahoo, MSN and many others. Campaigns are continuously monitored and optimized for response, and clients receive detailed reports on performance.


Housefile Optimization and Lead Scoring

Focus your marketing efforts (and dollars) on the customers who are most likely to respond to your next offer. Our predictive modeling determines which new leads or current customers on your housefile have the greatest potential lifetime value. We will also identify prospects and customers you currently market to who are unprofitable, while finding lapsed or inactive customers that will perform well again.


Marketing Budget Optimization™

Increase the efficiency of your acquisition efforts. By minimizing marketing waste, you will realize higher campaign performance and superior results. Our predictive, multi-model methodology illuminates the top-performing names—and, equally important, identifies the weakest names—within your net file. This enables you to replace underperforming names before you mail with more responsive Wiland names—high long-term value prospects who will make multiple purchases/donations. You also have the option to reduce mailing size with the savings going to your bottom line or funding marketing in other channels.

Getting Started

People-Based Marketing: More Prospects. Better Customers. Long-Term Value. Contact us to learn more!

Home & Personal Services: Team

Division Leadership

Picture of Michael Gingell

Michael Gingell

President, Ultimate Data Division

Mike is a catalyst for change who infuses the organization with a customer and market centric mindset. He is responsible for leading Wiland’s Ultimate Data Division.  This includes the sale of non-cooperative database products across all markets, the development of co-created marketing audiences via audience partners, the overall management of the Automotive, Financial Services, and Consumer Packaged Goods (CPG) industries, and the development of digital newsletters and the direct-to-consumer data aggregation businesses.

Mike has over 20 years of experience in the information industry.  He held general management and sales roles on the leadership teams at R.L. Polk & Co. as well as IHS Automotive. He led global product management organizations and North American sales and marketing teams, as well as leading corporate restructuring efforts in the U.S. and Europe. Mike was inducted as a Young Leader into the Automotive Hall of Fame in 2006 and remains active in the automotive industry. In addition to his focus on the company’s data products and partnerships, Mike brings a wealth of expertise in strategic planning, operations management, brand management, and leadership development.

Mike is proud to come from a family of small business owners and entrepreneurs. His great-grandparents founded the town of Gingellville in 1837 after receiving a land grant from President Andrew Jackson and successfully ran the hardware store, grocery store, and gas station for multiple generations. Mike received his undergraduate degree from Oakland University and his MBA from Wayne State University. When he is not working, Mike enjoys participating in his kids’ sporting events and local politics. He is currently serving his fifth term as an Oakland County Commissioner and is the Chairman of the Board of Commissioners.

Favorite Quote: “Leadership and learning are indispensable to each other.” —John F. Kennedy

Show more...
Contact Michael

New Business Development

Picture of Chris DeMartine

Chris DeMartine

SVP, Ultimate Audiences

Chris leads the Ultimate Audiences business development team, helping agencies and brands find the right custom and on-demand audiences for their advertising programs. Chris’s career began in 1991 with IBM, followed by Canon where he managed a dealer network and landed several new major accounts for the Government Marketing Division. After five years he accepted a position at American List Counsel, where he spent a decade building data marts, creating hundreds of business intelligence reporting solutions, and automating processes that fueled the company’s growth. From there he served at NextMark for seven years, tripling the business in size through a balanced effort of acquisition and organic growth.

Other roles at V12 Group and Statlistics provided Chris the opportunity to work directly with top B2B and B2C clients, many of which resulted from his new business development efforts. He served as President of the Vermont/New Hampshire Marketing Group, contributes to leading trade publications, and speaks at industry events and universities.

Show more...
Contact Chris
Picture of Chris Royle

Chris Royle

Senior Vice President of Vertical Markets

Chris brings over 20 years of product management experience to his role as Senior Vice President, Vertical Markets, on Wiland’s Ultimate Data Division team. In this role, Chris leverages his diverse experience working with clients to identify and implement solutions for their complex business challenges, tackle aggressive objectives, and bring his clients solutions that will exceed their goals and expectations.

A creative problem solver and masterful communicator, Chris has excelled throughout his career in understanding his clients’ business challenges and translating them into innovative technical solutions. Having held leadership roles at successful start-up companies as well as prominent, industry-leading automotive organizations, Chris has vast experience utilizing the power of data and predictive analytics to bring his clients increased success throughout every step of their relationship, from problem identification to solution design, proposal development, and implementation. In his role on the Ultimate Data team, Chris looks to deliver innovative, intelligence-driven marketing solutions to his clients across a vast marketplace.

Outside of work, Chris enjoys traveling, spending time with his family, boating, and delving into home improvement projects.

Show more...
Contact Chris
Picture of Cori Rice

Cori Rice

VP, New Business Development

As Vice President of New Business Development in Wiland’s Ultimate Data Division, Cori works with home services and entertainment companies to help them find the right solutions and customers that will lead to them exceeding their marketing goals. With a vast consumer services background, Cori has worked in sales for over 20 years, most recently for over 10 years at SK&A. Cori loves building new relationships, and she’s proud to say that many of her past clients are now her friends.

Originally from Michigan, Cori moved to California with her family in the early eighties and never looked back. With a degree in psychology from Cal State Fullerton, Cori has a genuine interest in people, helping others, and making the world a better place, which translates perfectly into the client-first, integrity-driven culture at Wiland.

In her free time, Cori thoroughly enjoys the Southern California lifestyle, where she can both go to the beach and hit the slopes on her snowboard in the same day. She also enjoys spending time with her husband, Geoff, and their yellow lab, Harley, watching football, attending spin class, volunteering, and catching up with her parents and three younger siblings, all of whom live nearby.

Favorite Quote: “Spread love everywhere you go. Let no one ever come to you without leaving happier.” – Mother Teresa

Show more...
Contact Cori

Client Services

Picture of Dave Hill

Dave Hill

SVP, Client Services

Dave is a self-proclaimed man of numbers who brings a wealth of direct marketing knowledge in digital and offline environments to his role as Senior Vice President of Client Services in Wiland’s Ultimate Data Division. With a double major in finance and economics, Dave brings his data-driven focus to overseeing a team responsible for the delivery of solutions and services to several hundred Wiland clients.

Dave’s nearly 30 years of direct marketing experience began at Fingerhut, where he held multiple marketing-related positions. He then moved on to catalog marketer Michigan Bulb, which was part of Foster & Gallagher, where he led the new customer acquisition marketing and circulations functions and oversaw direct response advertising decisions and vendor relationships for more than four years. Prior to joining Wiland, Dave also held a variety of senior positions with Epsilon.

Outside of work, Dave has been trained in effective negotiation, management, and coaching for success.

Favorite Quote: “Gentlemen, you can’t fight in here! This is the War Room!” —Dr. Strangelove or: How I Learned to Stop Worrying and Love the Bomb

Show more...
Picture of Dave Courage

Dave Courage

Client Services Director

People, ideas, data, and strategy are the key elements of a healthy business ecosystem that Dave Courage brings together to create opportunities for quantifiable improvement and growth for his clients. As Client Services Director with Wiland’s Ultimate Data Division, Dave seeks to connect these dots to drive increased marketing success for his clients.

Dave has a distinguished career building effective marketing programs for large, national publications and media companies—starting at U.S. News & World Report, and moving on to manager and director roles in consumer marketing strategy at HarperCollins, Condé Nast, and Scientific American. He brings a unique sense of urgency and focus to crafting innovative solutions that drive traffic, engagement, and revenue for his clients. A strategic thinker, Dave takes the time to understand his clients’ business objectives in order to identify solutions that fit their individual needs. Constantly seeking ways to improve and grow, Dave is committed to achieving unprecedented success for his clients.

Dave has a degree in psychology from Vassar College in New York and received his master’s degree in business administration from the Leeds School of Business at the University of Colorado, Boulder. Seeking to build and improve outside of the office as well, he spends his free time running, cooking, reading, and woodworking.

Show more...
Picture of April Simon

April Simon

Client Services Director

April brings extensive marketing experience and a deep knowledge of Wiland’s products, services, and philosophy to all of her client relationships in her role as Client Services Director within the Ultimate Data Division. Having worked with clients across a wide range of industries, April enjoys solving unique challenges and finds fun and enlightenment in coming to truly understand her clients’ goals and objectives, allowing her to help them find the best solutions possible to meet their needs.

April began her direct marketing career with National Demographics & Lifestyles in 1993 before moving on to Arvato, part of Bertelsmann, which often provided the opportunity to travel abroad, specifically to Germany. April came to Wiland in 2007, where she advanced to outside sales. A cancer survivor, April credits both her family and her Wiland colleagues for lovingly helping her through to where she is today, and she brings a fresh, positive perspective to everything she does professionally and personally.

When she’s not at work, April enjoys spending time with her family and is also busy taking care of her own personal menagerie of pets and animals. From her beloved dogs to her ducks, pigs, goats, and even steer, there is always something or someone to be tended to on her farm.

Favorite Quote: “When life gives you lemons, make lemonade.” —Dale Carnegie (attributed) by way of April’s mother

Show more...

Product Management

Picture of Dave Brown

Dave Brown

SVP, Product Management

Dave is passionate about learning and exploring, both at work and in his personal life. He loves to challenge his own ideas and notions, always seeking to improve. These traits, coupled with his love of facts and statistics, drew him to direct marketing some 20 years ago; and these virtues are brought to his role at Wiland, where he oversees product development and marketing for the many vertical markets that Wiland serves.

Before joining the company, Dave spent nearly a decade in senior marketing positions at multi-brand catalog retail companies including Astral Direct and Concepts Direct. He also has significant service-side experience, having worked with major direct-marketing clients at EDS, the Polk Company and Prime Response.

Dave graduated from Fort Lewis College in Durango, Colorado, and from the University of Colorado at Boulder, where he received his MBA and, more importantly, met his wife. Having lived in Springfield, Missouri for a number of years near the beautiful Ozark Mountains, Dave and his family have returned to Colorado where the much larger Rocky Mountains form the iconic western skyline. When not developing new marketing solutions for our clients, Dave enjoys watching his teenage son and daughter play competitive soccer, traveling to lands near and far, and, of course, exploring.

Favorite Quote: “It ain’t what you don’t know that gets you into trouble. It’s what you know for sure that just ain’t so.” —Mark Twain (attributed)

Show more...
Picture of Will Clayton

Will Clayton

SVP, Digital Product Manager

Immersed in the exciting personal computer revolution of the 80s, Will cut his teeth on desktop publishing and computer graphic arts. After earning a bachelor’s degree in education and physics from Brigham Young University and an MBA from North Carolina State University with an emphasis on product innovation and marketing, he developed online storefronts and other early web technology.

He then helped other innovative companies turn ideas into viable marketing tools. Recently, his focus has been on the appropriate, secure use of consumer data for effective marketing; optimization tools for creative, audience and media; cutting-edge technical developments in digital marketing; and the evolution of mobile, local, video and other rapidly emerging digital channels.

Will says his true work and passion is at home, where he helps care for, and learns from, six amazing children. He teaches safety and leadership skills to Boy Scouts and to adult Scout advisers. An accomplished and award-winning Toastmaster, Will stands ready to address any gathering. As our go-to guy on digital, Will expands Wiland’s bandwidth by translating geeky concepts into simple explanations and thorny technical challenges into elegant product solutions.

Favorite Quote: “Real genius is nothing else but the supernatural virtue of humility in the domain of thought.” —Simone Weil

Show more...
Picture of Wells Spence

Wells Spence

VP, Product Management

Throughout his career, Wells’ core mission has been to help companies thrive by identifying their challenges and building solutions that fuel success. He brings this same results-oriented outlook to his role as Vice President of Product Management at Wiland.

After graduating from Amherst College in his native New England, Wells began his over 20-year marketing career at direct marketing powerhouses The Danbury Mint and Time Life. More recently, he’s helped companies like The Discovery Channel, Time, Inc., and EBSCO succeed by leveraging data and digital platforms to engage audiences and by leading multi-channel integration initiatives. As part of the Wiland team, Wells enjoys having daily opportunities to use his multifaceted experience to support clients and colleagues alike.

As a recent Colorado transplant, Wells’ top hobby has been gaping awestruck at the Rocky Mountain vistas with his wife and two sons. He also enjoys jogging with his dogs, cheering on and coaching his lacrosse-obsessed sons, and relishing the unfolding of each day with family and friends.

Favorite Quote: “It’s not that I’m so smart, it’s just that I stay with problems longer.” – Albert Einstein

Show more...
Picture of Lia Feldman

Lia Feldman

Marketing Director

Lia’s Colorado roots run very deep. Her great-grandfather settled a mining town south of Boulder around the turn of the 19th century, and her family has been here ever since. After two years at Walla Walla College in Washington state, she headed back to the University of Northern Colorado, where she earned her B.A. in psychology, and she’s been in Colorado ever since.

Lia spent nearly six years in marketing, sales and event planning at the Fort Collins Country Club. Here at Wiland, she manages all aspects of our corporate identity and brand, along with trade show attendance, sponsorships, marketing messaging and strategy, and web content. She flies all over the country for Wiland, but when she’s not doing the traveling she loves, relaxing at her country home at the base of the foothills. She and her husband, Zack, have property with a small flock of chickens, sheep, a couple dogs, and a huge garden. Lia enjoys fishing, boating, hiking and camping, and spending time with family.

Favorite Quote: “Someday is made up of a thousand tiny nows.”

Show more...