Michelle and Stacy, co-owners and co-founders of Kinetic, both spent time working at traditional advertising agencies creating sexy ads in true Mad Men fashion. It was fun. And although their days were filled with beautiful images and martini lunches, they longed for something more, something different, something that connected the dots between advertising and sales. Measuring results seemed to be more of an art than a science, and they witnessed some of the greatest advertising fail to increase sales due to inconsistency at the point-of-sale. In search of opportunities that delivered more measurable results, they both moved on—and as luck would have it, they crossed paths in early 2002.