Edward Heffernan
Analyst · Jason Deleeuw with Piper Jaffray
Sure. No, it's a good question. And the shift in the strategy is, again, your -- we have targeted a 15% growth rate in the file for the next several years. We believe the addressable market, which would be the traditional market, plus, frankly, a lot of new verticals that are shifting dollars out of traditional TV spend and radio spend and everything else and into this data-driven, personalized marketing, essentially trying to get a handle on the individual customer. We found that the addressable market, in our opinion, has actually grown. So if you have the traditional sort of sandbox that we play in, and then you add into that certain verticals that didn't even exist before, the big pure e-com players that are growing so fast and want us to take all that SKU-level information and slice it and dice it and run a million marketing programs, the wayfair.coms, the Build.coms, you'll see a number of those announce more in the fall. That's a whole new market for us, which I think is good. Additional verticals such as the IKEAs of the world and the Viking Cruises of the world, which, frankly, we never had before, it wasn't really something that they had a huge interest in, all this personalized marketing. And so those are new verticals as well that are coming in. And then finally, with the so-called -- I don't know if I'd call it the death of the department store, but certainly the troubles at the department store, is you're having a number of these very prominent brands that use the department store as their base, and therefore, were captured in the department store cards, which, as you know, those department store card portfolios are way too big for us. And so these brands are now not needing that base anymore and they're establishing boutiques with a big e-com play, and so there's probably 12 or 15 clients there. And then finally, another sector would be the beauty sector such as Ulta Beauty, which, frankly, they weren't even around before when most people were going into the department stores and to the beauty counters. And those things are growing like crazy. So I think the overall market, which we initially thought was somewhere around $35 billion, is probably more in the $45 billion to $50 billion at this point, I think, which sounds surprising. But the fact of the matter is, dollars -- everyone needs to replicate a certain business model that exists out there at a very, very, very large player, which is, I need to know who you are and what you bought down on the SKU level. And unless you have that ecosystem, you can't do it. And so that's what we're doing for all these retailers.