Are you targeting, segmenting, and engaging an ideal audience for a specific business initiative? Have you successfully created that newly defined audience based on metrics which demonstrate a higher conversion rate or proven nurturing path? Did you accelerate the process of identifying true prospects in a pool of suspects by capturing information along the customer journey, mapping digital touch points, and developing triggers? Do you deliver a custom experience for this audience across email, mobile, and in-store channels? If so, this could be your category.