Insight Out Of Chaos

What Insight Out Of Chaos does

Insight Out Of Chaos (IOOC) is a privately held, Miami-headquartered marketing services company founded in 1995 that builds data-driven loyalty, direct mail, email, mobile, and web programs for independent retailers. The company operates a portfolio of vertical-specific sub-brands — PetStore Marketer, Hardware Store Marketer, Homegarden Rewards, Casino Marketing — that share a common stack of customer data management, loyalty program economics, and multi-channel campaign execution. Its flagship technical offering is DEEP (Data Evaluation, Enhancement and Purification), a standalone data hygiene service that consolidates customer records from multiple POS and marketing sources, applies NCOA address standardization, de-duplicates entries, validates phone and email, and offers optional data append services, with publicly disclosed pricing of $150 per file plus $0.02 per record and a $400 minimum. Underlying capabilities include propensity modeling for casino customer prospecting and customer targeting for retail direct mail, and the company integrates with POS systems including Epicor and RockSolid to ingest transactional data.

IOOC's revenue model combines professional-services fees for multi-channel marketing programs with transactional, per-record pricing on DEEP. Distribution is sales-led and direct: phone-based inside sales (1-877-935-4662), inbound email ([email protected]), and website consultation forms target SMB and independent retail accounts, with no intermediary reseller channel. The customer base is bimodal — a long tail of more than 1,000 independent pet stores plus a roster of named independent hardware retailers (Blair's Hardware, Cornell's Hardware, Back Bay Hardware, Richmond & Waterbury, Village Hardware, Augusta True Value) alongside a single large enterprise anchor in True Value, with whom IOOC has run a rewards program for over 10 years within a 15-year marketing partnership. Reported customer outcomes include a documented 20x ROI on a single postcard campaign ($1,000 spend generating $20,000 in incremental sales) and average postcard campaign ROI above 50%. Through a strategic partnership with CTEK, the company has extended its direct mail and propensity-modeling capabilities to casino operators in Latin America, Mexico, and the Caribbean targeting US-based customers. Co-founder Nicole Jonas, with 27+ years of tenure, leads the organization, which employs 51–100 people and operates without disclosed institutional investors or external ownership.

Name

Insight Out Of Chaos

Legal name

Insight Out of Chaos

Website

https://iooc.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Insight Out Of Chaos is a privately held Miami-based marketing services firm, founded 1995, that builds data-driven loyalty, direct mail, email, mobile, and web programs — plus a DEEP data hygiene service — for 1,000+ independent pet, hardware, and home & garden retailers, anchored by a 15-year True Value relationship.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations

Revenue model

1. Marketing Services: Full-service marketing programs for independent retailers including email marketing, direct mail campaigns, loyalty programs, and customer acquisition. Revenue generated through service fees and per-transaction pricing.
2. Data Purification (DEEP): Data cleaning and enhancement services with per-record and per-file pricing. Includes base fees plus per-record charges for data processing and optional append services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Insight Out of Chaos (IOOC) is a marketing services firm that interprets shopping data to design and execute multi-channel marketing programs (email, direct mail, mobile apps, web) and customer loyalty/frequent-buyer programs for independent retailers. The firm also sells a standalone data cleaning service called DEEP (Data Evaluation, Enhancement and Purification) that consolidates, standardizes, deduplicates, and enriches customer records across POS systems.

Product overview

Insight Out of Chaos operates a multi-brand portfolio of marketing services for independent retailers, consisting of vertical-specific sub-brands (Petstore Marketer, Hardware Store Marketer, Homegarden Rewards) that share common capabilities in loyalty marketing, data management, and multi-channel communications. The company also offers Casino Marketing services for gaming operators and the DEEP data purification service as a standalone data management product. The portfolio is unified by core competencies in customer data analytics, loyalty program economics, and integrated marketing campaigns across email, direct mail, web, and mobile channels.

Differentiator

Problem solved

Functional benefit

Brands

• PetStore Marketer: Marketing solutions for independent pet stores, including themed mailers and loyalty programs
• Hardware Store Marketer
• Homegarden Rewards
• DEEP
• Casino Marketing

Products and services

• Petstore Marketer A loyalty and frequent-buyer program designed for independent pet stores, offering direct mail, email marketing, and customer data management services.
• Hardware Store Marketer Marketing services tailored for independent hardware stores, providing loyalty programs, email and direct mail campaigns, and customer analytics.
• Homegarden Rewards Customer loyalty program for home and garden retailers, enabling targeted marketing and frequent-buyer incentives.
• DEEP (Data Evaluation, Enhancement and Purification) Standalone data cleaning service that consolidates customer information from multiple sources, standardizes formats, removes duplicates, applies NCOA (National Change of Address) updates, and provides optional data append services including reverse phone, reverse email, phone, and email appends.
• Casino Marketing Targeted direct mail marketing services for casino operators, using propensity models and behavioral profiling to reach high-value casino customers in US, Latin American, Mexican, and Caribbean markets.
• Mobile App Development Custom mobile application development for retail clients, integrated with loyalty programs and customer engagement features.

Quantifiable outcome

• $20,000 incremental sales from $1,000 postcard campaign (20x ROI)
• +1 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature3 records

Partnerships

One partnership is on record.

• CTEKcoreStrategic or Co-development PartnerPartnership between CTEK and IOOC to develop marketing roadmaps for casinos targeting US customers in Latin American, Mexican, and Caribbean markets. CTEK, led by CEO Clive Tilley, brings global gaming and hospitality expertise while IOOC provides data analytics and direct mail campaign capabilities.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Smile.io: Loyalty and rewards platform serving SMB and mid-market retailers and ecommerce brands. Directly comparable to IOOC's loyalty program design and management capability, with overlapping customer type (independent retailers).
• Yotpo: Loyalty, reviews, and SMS marketing platform purpose-built for retail and DTC brands. Comparable to IOOC's loyalty and email/SMS-driven customer engagement offerings, though delivered as SaaS rather than services.
• Punchh: Loyalty and digital engagement platform built for multi-unit retail and restaurant chains. Comparable in loyalty program economics and CRM integration to IOOC's True Value rewards program and similar chain deployments.
• Listrak: Retail-focused marketing platform offering email, SMS, personalization, and loyalty for mid-market and independent retailers. Strongest direct functional peer to IOOC's multi-channel retail marketing stack, particularly for SMB and mid-market ecommerce and brick-and-mortar retailers.

Emerging players

• Thanx: Loyalty and customer engagement platform focused on restaurants and specialty retail, using first-party data and propensity modeling. Overlaps with IOOC's loyalty economics and predictive targeting capabilities for SMB retailers.

Broad incumbents

• Merkle: Dentsu-owned customer data platform and performance marketing agency with deep expertise in CRM, loyalty, and data-driven retail marketing. Directly comparable capabilities to IOOC across data, loyalty, and multi-channel campaign execution at enterprise tier.
• Harte Hanks: Long-standing direct and digital marketing agency with data, analytics, and customer engagement services for B2C clients. Historical direct-mail heritage and customer-data services make it a structural peer to IOOC's DEEP-and-direct-mail value proposition.
• Epsilon Data Management: Publicis-owned marketing and data services firm specializing in customer database management, loyalty, and targeted multi-channel campaigns. Overlaps directly with IOOC's DEEP data purification and loyalty-program capabilities, but at large-enterprise scale.
• Valassis: Large-scale direct mail and data-driven marketing company serving national retailers and CPGs. Closest broad incumbent to IOOC's direct-mail, loyalty, and retail-coupon mechanics, though it operates at enterprise scale rather than IOOC's SMB niche.

Others

• ICOMold/Marketing Maven: Full-service marketing agency with capabilities in direct mail, data, and digital campaigns for retail and consumer brands. Closest agency-style peer to IOOC's services-led, multi-channel retail marketing delivery model.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Insight Out Of Chaos