AI + HI: artificial intelligence directed by human intelligence. OIN Labs pairs 34 years of direct-response experience with identity, modeling, and coordinated activation, so your acquisition budget goes to the people most likely to buy, stay, and create value.
The tools changed. The judgment that decides who to reach did not.
Experience decides. Technology amplifies.
We are not a technology company learning customer acquisition. We are acquisition people who use technology to make better decisions about who to reach, when, through which channel, and what to leave out.
Most lead providers meet your customer after the same lead has already been sold into several funnels. We work upstream, with identity, timing, and buying signals, so you reach people before they become someone else's recycled lead.
Heading into a slow season, a national brand's rented lists were declining in response year over year. Instead of ordering more of the same names, we turned to the client's own house file. Using OIN Labs' proprietary enrichment method, we added current attributes and market signals and found the buyers the file already held. In a quarter when response normally falls, it rose 26%, and acquisition cost fell with it.
A national advertiser ran digital, connected TV, and email, with no mail. Targeted direct mail became one of its strongest acquisition channels. Holdout tests showed email, connected TV, and paid social all performed better while mail was active.
Results from engagements led by our founder. Client names are withheld by agreement.
Data is only worth what you can trust about it. These are the commitments every OIN Labs client gets in writing.
Every file comes with its source, its age, and how it was collected.
We never repackage the same data under a different label.
Most data is shared across the market, and we say so. When we promise exclusivity, it is in the contract and we honor it.
Before a file ships, every mailer signs a compliant list rental agreement that states the terms and conditions for how the data may be used.
Signed agreements, consent, and usage restrictions are checked before consumer data is activated.
Our data is tracked with seed names, so repeat or unauthorized use by an end user is detected.
Vehicle owners ranked by identity, vehicle, recency, and response signals.
Homeowner audiences built on property, life-stage, and new-mover timing.
Targeting tuned for persistency and long-term value, not just the first sale.
Qualified prospects identified by fit and timing before the market reaches them.
Claimant acquisition for mass tort and personal injury programs, built around qualified, retained clients instead of raw lead volume.
Medicare-eligible audiences built on cross-behavioral signals, with a record of strong performance.
Fifteen years as a catalog list broker for some of the best-known catalogs in the country, and still working with leading catalogers today.
Supporter and donor audiences for approved political and advocacy programs across mail and digital.
Audiences for travel brands, built from the same signals and modeling that drive every other program.
We start with your acquisition gap, not an inventory to sell. Sometimes the answer is our own daily-refreshed prospect data; sometimes it is a partner's model or file. You get the one that fits your economics.
For 34 years, Fred Onemma has done one thing: find the next customer. He was a senior vice president at 23 and has held senior roles at some of the industry's leading data and direct-marketing firms ever since, without a gap.
He learned the business from the ground up, starting at 17 in an agency mailroom, when the work ran on direct mail and green-bar reports. He has worked through every change since: database marketing, digital channels, identity resolution, predictive modeling, and now artificial intelligence.
His clients have included leading national brands in home furnishings, general merchandise, apparel, personal care, collectibles, and continuity programs, along with insurers and warranty marketers. He serves on the board of the Vermont/New Hampshire Marketing Group.
He founded OIN Labs on one idea, AI + HI: artificial intelligence directed by human intelligence. The models find the patterns. Three decades of acquisition judgment decide which ones are worth your budget. Every review request is read by him personally.
No long commitment up front. We prove the value on a focused pilot, and you decide whether to expand based on the results.
Pick one program and the one number that matters most: response, acquisition cost, cancellations, or customer value.
An agreed sample, a clear benchmark, and a control or holdout so the result is measured, not assumed.
If the pilot clears the success threshold we agreed on, we scale it. If it does not, you will know exactly why.
Qualified pilots can run on a performance basis: if the data doesn't beat the benchmark we agree on, you pay nothing for the data.
"We take on a select number of client relationships so we can stay closely involved, from understanding the business and selecting the audience to reviewing results and refining the next campaign. Every engagement begins with a personal conversation, a clear objective, and direct access to me."
Fred Onemma, Chief Executive Officer and Founder
Tell us what you want to improve. We will look at your acquisition strategy, your customer and prospect data, and your lead quality, then tell you where the opportunity is.
Prefer to pick a time? Book a 30-minute intro call
Or email info@oinlabs.ai