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ThinkingCraft was founded in February 2000 as a Florida Corporation, and is the global leader in the science of preference-driven marketing communications. Direct marketing has had extensive growth during the past few years, particularly in the Internet sector. Traditional marketers are drawn to direct marketing because of the ease of tracking results to improve return on investment (ROI), a central best practice for direct marketers. However, despite the tremendous growth of the industry, ROI for direct marketers has been declining primarily due to a growing consumer backlash against receiving unwanted marketing solicitations, highlighted by the 100-million strong "do not call" list and the potential for additional government regulations limiting direct mail and E-mail communications.