The Future of AI and Marketing with Benjy Uhl

Benjy Uhl has spent nearly 30 years in data and direct mail, moving from a marketing and sales background into a data-first career that now spans both mail and digital, all powered by data.

Valpak's new product, My Local Insights, ingests a company's customer file, enriches sparse records (tying an email to phone and postal address), and compares your customers to the local population so you learn what actually makes them different.

A truly data-first company stops guessing. When you know which area is performing, you can confidently pour more budget there instead of the old 'spray and pray' approach of blanketing everyone.

Roughly 8 to 12% of any customer database is in a new-mover journey within the past year, an enormous amount of churn that you can target with coordinated email, push, text, and direct mail.

Home systems like HVAC, water heaters, and garage doors tend to fail across a neighborhood at the same time because a builder installed them together, so age and permit data reveal where to market next.

It takes 10 to 12 touches for an audience to convert, so effective campaigns layer multiple channels rather than relying on a single mailer or ad.

Always run proper test-and-control and lift analysis. Every business, industry, and offer performs differently, so you compare results before scaling a channel.