Denver, Colorado · Est. 2018

Set the Standard.
Define the Outcome.

Kriterion — from the Ancient Greek kritḗrion, "a means for judging, a standard." We help visionary businesses build the frameworks, strategies, and brand systems that become their competitive benchmark.

200+
Clients Served Nationwide
$4B+
Client Revenue Influenced
97%
Client Satisfaction Rate
18+
Industries Served
Colorado LLC in Good Standing
|
Trusted by 200+ Businesses
|
Since 2018
|
Boutique Team. Enterprise Thinking.
What We Do

Decision Intelligence
for Every Stage of Growth

At Kriterion, we operate at the intersection of strategy, brand, and data. Our consulting disciplines are designed to equip leadership teams with the clarity and confidence to make high-stakes decisions — and stick with them.

Strategic Business Consulting
We partner with founders, CEOs, and executive teams to define direction, pressure-test assumptions, and build decision frameworks that scale with your ambitions. From market-entry analysis to competitive repositioning, our strategic advisory is built around the clarity your organization needs to win.
Brand Creation & Development
A brand is the first and most enduring criterion by which customers judge your business. We take brands from raw concept to fully realized identity — naming, visual systems, tone-of-voice, and positioning — creating brands that don't just look good but feel inevitable in their markets.
Market Intelligence & Analytics
Good decisions flow from good data. Our analysts combine quantitative market research, competitive landscape mapping, and consumer behavior modeling to give you the full picture. We translate complex data sets into executive-ready insights that drive decisive, confident action at every organizational level.
Digital Strategy & Transformation
The digital landscape evolves faster than any organization can track alone. Kriterion maps out your digital maturity, identifies gaps and opportunities, and creates a transformation roadmap that integrates technology, content, and customer experience into a cohesive, future-proof growth engine.
Go-To-Market Strategy
Launching a new product or entering a new market requires a calibrated, multi-channel approach. We design and execute go-to-market strategies that align product, pricing, distribution, and messaging into a single, high-impact launch motion — ensuring you capture share from day one.
Organizational Performance
Strategy only succeeds when people, processes, and culture align behind it. We assess organizational health, identify performance bottlenecks, and design operating models, OKR frameworks, and leadership development programs that keep your entire organization moving as a single, focused unit toward defined goals.
Kriterion team strategy session
Denver's Premier
Strategic Consulting Firm
Why Kriterion

We Don't Just Advise.
We Set the Standard.

Founded in Denver, Colorado, Kriterion LLC was built on a simple conviction: that the quality of a business decision is only as good as the quality of the thinking behind it. We exist to raise that standard — for every client, on every engagement.

Rigorous Analytical Foundation
Every recommendation we make is backed by first-principles analysis, validated data, and a structured reasoning process that holds up to board-level scrutiny. We ask harder questions than your competitors are even thinking of yet.
Speed Without Sacrifice
Markets don't wait. Our agile engagement model is designed to deliver decision-ready insights and executable strategies fast — without cutting corners on rigor or depth. We've helped clients go from question to action in under 30 days.
Trusted, Discreet, Aligned
We operate as true partners — not vendors. Our compensation model is structured around your outcomes, not our hours, which means our interests are perfectly aligned with yours. We hold your confidence as a non-negotiable standard of practice.
Our Process

How We Work

A repeatable, proven engagement model built for speed and depth.

01
Discovery & Diagnosis
We immerse ourselves in your business — stakeholder interviews, data review, and competitive scans to surface the real issue beneath the visible problem.
02
Framework Design
We build bespoke analytical frameworks tailored to your context — not off-the-shelf templates — that allow for rigorous yet nimble decision-making.
03
Strategic Development
Recommendations are synthesized into a clear strategy document with defined choices, trade-offs, resource requirements, and success metrics.
04
Execution Support
We don't hand over a PDF and disappear. We stay alongside your team through implementation — coaching, adapting, and troubleshooting in real time.
05
Measure & Optimize
Strategy without measurement is guesswork. We establish KPI dashboards and conduct structured review cycles to continuously sharpen performance and refine direction.
Industries

We Serve Leaders Across
Every Major Sector

Kriterion's methodologies are sector-agnostic — our strategies adapt to the specific competitive dynamics of each industry we serve.

Technology
Finance & Banking
Real Estate
Healthcare
Retail & E-commerce
Manufacturing
Travel & Hospitality
Professional Services
Client Stories

Results That Speak
for Themselves

Our clients are the true measure of what Kriterion delivers. Here is what a few of them have to say.

★★★★★
"Kriterion transformed the way our leadership team makes decisions. Before engaging them, we were reactive — firefighting every quarter. Their strategic framework gave us a shared vocabulary for prioritization that changed everything. Within 18 months we doubled our gross margin."
Marcus D.
Marcus D.
CEO, TechScale Ventures · Austin, TX
★★★★★
"We came to Kriterion for a brand refresh and left with a completely new strategic direction. Their brand architecture work uncovered a positioning gap we didn't even know existed. The launch exceeded every metric we'd set. Exceptional team, exceptional thinking."
Sandra L.
Sandra L.
CMO, Luminary Consumer Goods · Denver, CO
★★★★★
"The Kriterion team is unlike any consultant I've worked with. They challenged our assumptions respectfully, brought genuine intellectual curiosity to our industry, and produced a go-to-market plan so detailed and actionable that we executed it almost verbatim. Revenue up 38% in year one."
James R.
James R.
Founder, Meridian Health Solutions · Denver, CO
Start Today

Ready to Set a New Standard?

Schedule a no-obligation 30-minute discovery call with a Kriterion strategist and find out how we can help your organization make its most important decisions with confidence and clarity.

Our Services

Every Engagement.
Precision-Engineered for Impact.

At Kriterion, we believe that great consulting is less about having answers and more about asking the right questions. Our six core service lines are designed to address the most consequential challenges facing growth-oriented organizations — from start-ups seeking their first strategic footing, to established enterprises navigating transformation. Whatever stage you're at, we bring the analytical rigor, creative insight, and operational experience to help you define, decide, and deliver.

01 — Strategy

Strategic Business Consulting

Every thriving company has one thing in common: a clearly articulated, consistently applied strategy. Kriterion's flagship consulting practice helps organizations discover and sharpen that strategy — replacing instinct-driven decisions with structured, evidence-based frameworks that leadership teams can rally around and execute with confidence.

Our strategic consulting engagements begin with deep discovery. We interview stakeholders at every level, analyze your financials, map your competitive landscape, and assess your operational capabilities. We look for mismatches between where you say you want to go and the resources, processes, and culture you've actually built. These mismatches are where real strategic risk lives — and where the greatest opportunities for improvement hide.

The output is a living strategy document — not a deck that collects dust, but a practical decision-making guide that your team consults every quarter. We help you identify your most critical choices, define the trade-offs you're willing to make, and build the organizational discipline to stay the course even when market pressures tempt you to scatter your focus. Clients who engage Kriterion for strategic consulting consistently report faster decision cycles, clearer organizational alignment, and significantly improved capital allocation efficiency.

Corporate Strategy Competitive Analysis Decision Architecture OKR Design
Strategic consulting
Brand development
02 — Brand

Brand Creation & Development

The ancient Greeks understood that a criterion — a standard of judgment — was the lens through which all things were evaluated. Your brand is that lens in the marketplace. It is the standard by which customers, investors, and talent judge whether your organization deserves their attention, trust, and loyalty. A weak brand is an invisible tax on every marketing dollar you spend. A strong brand is a compounding asset.

Kriterion's brand development practice helps organizations build brands that are genuinely differentiated — not just visually, but conceptually. We start by defining your brand's purpose, the territory it wants to own in customers' minds, and the emotional and rational promise it needs to make. Then we translate that strategy into every execution surface: name, logo, color system, typography, tone of voice, messaging hierarchy, and campaign themes.

Whether you're a startup creating your identity from scratch or an established company navigating a rebrand, we approach every project with the same rigor and creativity. Our brand work is informed by qualitative consumer research, competitive audits, and cultural trend analysis — ensuring that your brand doesn't just reflect where you are today, but where the market is heading tomorrow. Brands built with Kriterion consistently outperform their category benchmarks on awareness, preference, and customer lifetime value.

Brand Identity Visual Systems Brand Architecture Messaging Strategy
03 — Intelligence

Market Intelligence & Analytics

In a world overflowing with data, the scarcest resource is informed judgment. Kriterion's market intelligence practice doesn't just collect and report data — we interpret it, contextualize it, and translate it into the specific decision-support your leadership team needs. We are your on-demand intelligence unit, combining the depth of a research firm with the strategic lens of a management consultancy.

Our work spans primary and secondary research, competitive landscape analysis, consumer segmentation, price elasticity modeling, and channel performance benchmarking. We use both qualitative and quantitative methods, often combining focus groups and ethnographic observation with large-scale survey data and third-party industry databases to give you a 360-degree view of your market position and opportunity.

The deliverables we produce are designed for use, not for filing. Every intelligence report comes with a clear "so what" section — the specific strategic implications for your business — and a recommended action agenda. We also offer ongoing market monitoring retainers for organizations that want continuous competitive intelligence, category tracking, and early-warning signals on market shifts. Our clients tell us that our intelligence work removes the uncertainty that used to paralyze their planning cycles.

Market Research Consumer Insights Competitive Intelligence Data Analytics
Market analytics
More Services

Rounding Out Our
Full-Service Offering

In addition to our three flagship disciplines, Kriterion provides the following specialized advisory practices.

Digital Strategy & Transformation
From digital maturity assessments and technology roadmaps to content strategy, SEO architecture, and marketing automation — we design the digital infrastructure your organization needs to compete effectively across every online touchpoint and channel. Our frameworks are built to be actionable by both technical and non-technical stakeholders, ensuring adoption across your entire organization.
Go-To-Market Strategy
Kriterion's GTM practice covers the full launch lifecycle — from audience definition and value proposition development to channel selection, partnership strategy, pricing architecture, and campaign sequencing. We have guided over 60 product and market launches across a dozen industries, and we bring that pattern recognition to every new engagement, helping you avoid the costly mistakes most first-time launchers make.
Organizational Performance
We diagnose structural and cultural barriers to execution — from misaligned incentives and unclear accountability to process redundancies and communication breakdowns. Then we design the operating model, governance structure, and people-development programs that unlock your organization's true performance potential. Clients typically see measurable improvement in output quality and employee engagement within the first 90 days.
Pricing

Transparent, Outcome-Oriented Engagements

We structure every engagement around the outcomes you need — not billable hours. Depending on scope and duration, we offer project-based fees, monthly retainer arrangements, and performance-linked compensation models. Every engagement starts with a no-obligation discovery call and a detailed scope proposal so you know exactly what you're committing to before any work begins.

Sprint
2–4 weeks · Defined deliverable
Focused diagnostic or strategy sprint for teams that need a fast, specific answer to a defined question.
Program
3–6 months · Full engagement
End-to-end consulting engagement from discovery through implementation and performance measurement.
Retainer
Ongoing · Monthly advisory
Embedded strategic advisor on retainer — ideal for fast-moving organizations that need continuous strategic support.

Your Strategy Deserves a Better Standard.

Let's start with a conversation. No commitment, no jargon — just a clear-eyed look at where you are and where you could be.

About Kriterion

Built on the Belief That
Better Thinking Drives Better Outcomes.

Kriterion LLC is a strategic consulting firm headquartered in Denver, Colorado. Our name comes from the Ancient Greek word kritḗrion — meaning "a standard of judgment, a means for measuring and distinguishing." That etymology is not decorative. It is the operating philosophy behind everything we do: the relentless pursuit of a higher standard of thinking, analysis, and strategic clarity on behalf of every organization we serve.

Kriterion mission
Our Mission

We Exist to Elevate the Quality of Business Decisions

Most business failures are not caused by bad luck or insufficient resources. They are caused by poor decisions — decisions made on incomplete information, flawed assumptions, misaligned incentives, or organizational pressure that favors consensus over clarity. Kriterion was founded to change that. We believe that decision quality is a learnable, improvable skill — and that organizations that invest in building it consistently outperform those that don't.

Founded in Denver, Colorado in 2018, Kriterion LLC brings together professionals with backgrounds spanning management consulting, investment banking, behavioral economics, brand strategy, and organizational psychology. This interdisciplinary lens is our most important differentiator. Where many consulting firms are staffed by specialists who see every problem through a single methodology, our team approaches each engagement with a multi-disciplinary diagnostic toolkit that surfaces insights others miss.

Denver is not an accident. We chose to base ourselves at the foot of the Rockies because this city embodies our values: ambitious, grounded, collaborative, and built for the long haul. The Denver business community is one of the most dynamic in the United States, and our deep roots here give us an invaluable network of industry contacts, capital providers, and strategic partners that we leverage for every client we serve — regardless of where they're located. We are Denver-proud and nationally engaged, serving clients from coast to coast from our headquarters at 3595 Wynkoop Street.

Our Values

The Standards We Hold Ourselves To

These are not aspirational statements — they are the behavioral commitments our team makes to every client, on every engagement.

Intellectual Honesty
We tell you what we believe to be true, not what we think you want to hear. Hard truths, delivered with care and supported by evidence, are the most valuable thing we can give you. We have the courage to challenge assumptions — including our own.
Rigor Without Paralysis
Analysis without action is procrastination. We commit to delivering decision-ready outputs — thorough enough to instill confidence, timely enough to remain relevant. Our frameworks are designed to help you move decisively, not deliberate indefinitely.
Fiduciary Mindset
We act as stewards of your resources and reputation. We never recommend a path for our benefit at your expense. We disclose conflicts, avoid scope creep, and measure our success by your outcomes — not our billable time or our continued engagement.
True Partnership
We are not vendors who deliver and disappear. We embed ourselves in your strategic process as genuine thought partners — present at the critical moments, accessible between meetings, and invested in your success long after the formal engagement concludes.
Creative Courage
The best strategic moves are often non-obvious. We bring creativity and lateral thinking to every engagement — not to be clever, but because the most durable competitive advantages are almost never found on the well-worn path of conventional strategic wisdom.
Long-Term Thinking
Short-termism is the enemy of enduring competitive advantage. We help organizations resist the gravitational pull of quarterly thinking and make decisions that compound over time — building the kind of strategic equity that market leaders sustain across cycles and disruptions.
Our Team

The People Behind the Standard

Our advisors bring decades of combined experience across consulting, finance, brand strategy, and operations — united by a shared passion for helping organizations make their most important decisions well.

Michael Harrington
Michael Harrington
Managing Principal
Former McKinsey engagement manager with 15+ years in strategy and organizational transformation. MBA, Harvard Business School. Michael founded Kriterion in 2018 after recognizing that mid-market companies deserved the same caliber of strategic thinking as the Fortune 500.
Priya Nair
Priya Nair
Principal, Brand Strategy
15 years leading brand identity and marketing strategy for consumer and B2B organizations across three continents. Former VP of Brand at a Denver-based retail conglomerate. Priya holds an MFA in Design and an MBA in Marketing from the University of Colorado.
David Osei
David Osei
Principal, Market Intelligence
Former equity research analyst and data science lead. David specializes in translating complex market data into clear strategic signal. He has led intelligence programs across the technology, healthcare, and financial services sectors, and holds an MS in Applied Statistics from CU Denver.
Rachel Torres
Rachel Torres
Senior Advisor, GTM Strategy
Rachel has led over 40 go-to-market launches across SaaS, CPG, and professional services, including two $100M+ rollouts. She brings a rare combination of creative campaign thinking and commercial rigor that consistently accelerates time-to-revenue for Kriterion's clients.
Our Story

A History of Raising the Bar

From a boutique Denver consultancy to a nationally recognized strategic advisory firm — six years of consistent growth driven by one thing: client outcomes that speak for themselves.

2018 — Founded
Kriterion LLC Established
Michael Harrington founds Kriterion at 3595 Wynkoop St, Denver, CO. First two clients: a regional healthcare system and a fast-growing SaaS company. The firm's first engagement generates $2M in value within 6 months.
2019 — Expansion
Brand Strategy Practice Launched
Priya Nair joins as Principal, Brand Strategy. Kriterion launches its formal brand development offering — immediately landing three anchor clients in the consumer goods space.
2020 — Resilience
Pivoted to Remote-First Delivery
Despite global disruption, Kriterion grows its client base by 40% — helping businesses navigate crisis strategy, pivot planning, and digital acceleration. Revenue doubles year-over-year.
2022 — Recognition
Named Top 10 Consulting Firms in Colorado
Denver Business Journal recognizes Kriterion among the top-ranked boutique consulting firms in the state. David Osei joins to lead the newly formed Market Intelligence division.
2024 — Milestone
200th Client Engagement
Kriterion celebrates its 200th client engagement across 18 industries and 32 US states. Combined client revenue influenced surpasses $4B. The team grows to 12 full-time advisors and a network of 30+ specialist associates.

Come Work With a Team That
Actually Cares About Your Outcomes.

Every Kriterion engagement starts with listening. Schedule your complimentary discovery call today.

Contact

Let's Start a
Conversation.

Whether you're ready to kick off a project or simply exploring your options, we'd love to hear from you. Our team responds to every inquiry within one business day.

Reach Us Directly

Headquarters
3595 Wynkoop St, Unit 635
Denver, CO 80216, US
Phone
720-266-1080
Business Hours
Mon – Fri: 8:00 AM – 6:00 PM MT
Sat – Sun: By appointment
Website
kriterion.us

Send Us a Message

Find Us

Located in the Heart of Denver

Legal

Cookie Policy

Kriterion LLC · Last updated: January 1, 2025 · Effective: January 1, 2025

Table of Contents

This Cookie Policy explains what cookies are, how Kriterion LLC ("Kriterion," "we," "us," or "our") uses cookies and similar tracking technologies on our website located at kriterion.us (the "Site"), and the choices you have regarding their use. This policy should be read alongside our Privacy Policy, which sets out how and why we collect, store, use, and share personal information generally, as well as your rights in relation to your personal information and how to contact us and supervisory authorities if you have a complaint.

1. What Are Cookies

Cookies are small data files that are placed on your computer, smartphone, or other device when you visit a website. Cookies are widely used by website owners to make their websites work, or to work more efficiently, as well as to provide reporting information. Cookies set by the website owner (in this case, Kriterion LLC) are called "first-party cookies." Cookies set by parties other than the website owner are called "third-party cookies."

Third-party cookies enable third-party features or functionality to be provided on or through the website, such as advertising, interactive content, and analytics. The parties that set these third-party cookies can recognize your computer both when it visits the website in question and also when it visits certain other websites. Cookies can be "persistent" (they remain on your device after you leave our site and expire at a future date set by the cookie or until you delete them) or "session" cookies (they are temporarily stored on your device and are erased when you close your browser).

We also use other tracking technologies similar to cookies, such as pixel tags (also called web beacons or clear GIFs), which are small graphic images embedded in web pages or HTML-based emails, used to track user behavior and measure the effectiveness of advertising campaigns. We refer collectively to cookies and similar technologies as "cookies" throughout this policy.

2. How We Use Cookies

Kriterion LLC uses cookies for several important purposes on the Site. We use cookies to ensure our website operates properly and that users have a smooth, secure browsing experience. We also use cookies to understand how visitors interact with our site so that we can improve its structure, content, and overall user experience over time. Additionally, cookies allow us to serve relevant advertising through our third-party advertising partners, including Microsoft Advertising (Bing Ads), and to measure the effectiveness and reach of our advertising campaigns.

More specifically, we use cookies to: remember your preferences (such as language settings or cookie consent choices); analyze traffic patterns and user behavior on the site using analytics platforms; track conversions from advertising campaigns; enable social media features and sharing capabilities; provide personalized content and advertisements based on your browsing behavior and interests; and maintain security and prevent fraud by detecting unusual or malicious activity patterns.

The legal bases on which we rely to use cookies include your consent (for non-essential cookies), our legitimate interests in improving our website and marketing effectiveness, and our contractual obligations to provide a functioning, secure website experience.

3. Types of Cookies We Use

3.1 Strictly Necessary Cookies

These cookies are essential for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you, such as setting your privacy preferences, logging in, or filling in forms. These cookies do not store any personally identifiable information and do not require your consent under applicable law.

  • Cookie Consent Cookie: Stores your cookie preferences so we don't show you the consent banner on every page visit. Duration: 12 months.
  • Session Cookie: Maintains your session state as you navigate through pages. Duration: Session (deleted when you close your browser).
  • Security Cookies: Used to detect and prevent malicious or fraudulent activity on the site. Duration: Session or up to 24 hours.

3.2 Performance and Analytics Cookies

These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymized.

  • Google Analytics: Tracks pages visited, session duration, bounce rate, and referral source. Duration: Up to 2 years.
  • Hotjar: Records anonymized user session data and heatmaps to help us understand user experience. Duration: Up to 1 year.
  • Performance Cookies: Monitor page load times and site reliability to help us maintain and improve technical performance. Duration: Session to 30 days.

3.3 Functional Cookies

These cookies enable the website to provide enhanced functionality and personalization. They may be set by us or by third-party providers whose services we have added to our pages. If you do not allow these cookies, then some or all of these services may not function properly.

  • Preference Cookies: Remember your settings and preferences, such as font size or geographic region. Duration: Up to 6 months.
  • Form Autofill: Remembers information you've entered in contact forms to make it easier to reach us again. Duration: Session.

3.4 Targeting and Advertising Cookies

These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant advertisements on other sites. They do not store directly personal information but are based on uniquely identifying your browser and internet device.

  • Microsoft Advertising (Bing Ads) UET Tag: Tracks conversions and enables audience remarketing via Microsoft's advertising network. See Section 4 for details. Duration: Up to 180 days.
  • LinkedIn Insight Tag: Enables conversion tracking and audience targeting for LinkedIn advertising campaigns. Duration: Up to 90 days.
  • Google Ads Conversion Tracking: Measures actions taken after clicking on our Google Ads advertisements. Duration: Up to 90 days.
  • Facebook Pixel: Helps us measure, optimize and build audiences for advertising on Facebook and Instagram. Duration: Up to 180 days.

4. Third-Party Cookies

In addition to our own cookies, we may also use various third-party cookies to report usage statistics of the Site, deliver advertisements on and through the Site, and so on. The following is a description of the third-party services that set cookies on this site and how you can opt out of their tracking:

5. Your Choices Regarding Cookies

When you first visit our Site, you will be presented with a cookie consent banner that allows you to accept or decline non-essential cookies. You can change your cookie preferences at any time by clearing your browser cookies and revisiting our site, which will trigger the consent banner again.

Please note that if you choose to decline certain cookies, some parts of our website may not function as intended and your experience on the site may be limited. Strictly necessary cookies cannot be disabled as they are essential to the Site's operation.

You also have the right to opt out of interest-based advertising from many companies through industry opt-out tools such as the Digital Advertising Alliance's opt-out tool at aboutads.info or the Network Advertising Initiative's opt-out tool at networkadvertising.org.

6. How to Control Cookies in Your Browser

Most browsers allow you to control cookies through their settings. You can set your browser to refuse all or some browser cookies, or to alert you when cookies are being sent. However, if you block all cookies (including essential cookies), you may not be able to access all or parts of our site. Consult your browser's help documentation for instructions on managing cookies:

  • Google Chrome: Settings > Privacy and Security > Cookies and other site data
  • Mozilla Firefox: Options > Privacy & Security > Cookies and Site Data
  • Safari: Preferences > Privacy > Cookies and website data
  • Microsoft Edge: Settings > Cookies and site permissions > Cookies and site data
  • Internet Explorer: Tools > Internet Options > Privacy > Advanced

In addition to browser controls, you can manage cookies on mobile devices through your device settings. On iOS, go to Settings > Safari > Privacy & Security. On Android, settings vary by browser but are typically found in the browser's Settings menu.

7. Changes to This Cookie Policy

We may update this Cookie Policy from time to time in order to reflect, for example, changes to the cookies we use or for other operational, legal, or regulatory reasons. Please therefore re-visit this Cookie Policy regularly to stay informed about our use of cookies and related technologies. The date at the top of this Cookie Policy indicates when it was last updated. If we make material changes to how we use cookies, we will endeavor to notify you by prominently posting a notice on our website or by sending you an email notification if we have your contact information.

8. Contact Us

If you have any questions about our use of cookies or other technologies, please contact us at:

Legal

Privacy Policy

Kriterion LLC · Last updated: January 1, 2025 · Effective: January 1, 2025

Table of Contents

1. Introduction

Kriterion LLC ("Kriterion," "we," "us," or "our") is committed to protecting your privacy. This Privacy Policy describes how we collect, use, disclose, and safeguard information about you when you visit our website at kriterion.us (the "Site"), contact us, or otherwise interact with us. By accessing or using the Site, you acknowledge that you have read, understood, and agreed to be bound by the terms of this Privacy Policy. This Privacy Policy was prepared with the requirements of Google Ads, Microsoft Advertising (Bing Ads), and applicable US privacy laws in mind, including the Colorado Privacy Act (CPA).

Kriterion LLC is a limited liability company registered in the State of Colorado, with its principal place of business at 3595 Wynkoop St, Unit 635, Denver, CO 80216, US. We are the "controller" of your personal information as that term is used in applicable privacy legislation.

2. Information We Collect

2.1 Information You Provide Directly

We collect information you choose to provide to us when you interact with our Site or services, including:

  • Contact Information: Your name, email address, phone number, company name, job title, and postal address when you submit a contact form, request a consultation, or subscribe to our communications.
  • Communications: The content of messages, requests, or inquiries you send to us via our contact form, email, or telephone.
  • Business Information: Details about your company, industry, strategic challenges, and project scope that you share during the consultation process.
  • Payment Information: Billing information provided when engaging our services (processed securely through third-party payment processors; we do not store full credit card numbers).

2.2 Information We Collect Automatically

When you visit our Site, we and our third-party partners may automatically collect certain information about your device and browsing activity, including:

  • Device Information: Your IP address, browser type and version, operating system, device identifiers, and general geographic location (city/region level).
  • Usage Data: Pages visited, time spent on pages, links clicked, referring URLs, search queries, and other interactions with the Site.
  • Cookies and Tracking Data: As described in detail in our Cookie Policy, we use cookies, pixel tags, and similar technologies to collect information about your browsing behavior on and off our Site.

2.3 Information from Third Parties

We may receive information about you from third-party sources, such as our advertising partners (including Microsoft Advertising and Google Ads), social media platforms (when you interact with our social media presence), data enrichment providers, and referral partners. We combine this information with other data we have collected about you, subject to the terms of this Privacy Policy.

3. How We Use Your Information

We use the information we collect for the following purposes:

  • To Provide and Improve Our Services: To respond to your inquiries, deliver consulting services you have engaged us for, and continuously improve our service quality and client experience.
  • To Communicate With You: To send you service-related communications, project updates, invoices, and, where you have consented, marketing communications about our services, events, and insights.
  • To Operate and Improve Our Site: To analyze site traffic, understand user behavior, troubleshoot technical issues, and optimize the structure and content of our website.
  • For Advertising and Marketing: To serve relevant advertisements through Google Ads, Microsoft Advertising (Bing Ads), LinkedIn, and other platforms; to measure ad performance and attribution; and to build audiences for remarketing campaigns.
  • For Legal and Compliance Purposes: To comply with applicable laws and regulations, respond to legal process, enforce our terms of service, and protect the rights and safety of Kriterion and our clients.
  • For Fraud Prevention and Security: To detect, investigate, and prevent fraudulent transactions and other illegal activities, and to protect the rights and property of Kriterion and our clients.

4. How We Share Your Information

We do not sell, rent, or trade your personal information to third parties for their own marketing purposes. We may share your information in the following limited circumstances:

  • Service Providers: We share information with trusted third-party vendors who assist us in operating our website, conducting our business, or servicing you — including website hosting, analytics (Google Analytics, Hotjar), CRM platforms, email marketing services, and payment processors. These providers are contractually obligated to protect your information and use it only as instructed by Kriterion.
  • Advertising Partners: We share limited data (such as hashed email addresses or device identifiers) with advertising partners including Microsoft Advertising and Google for the purpose of serving targeted advertisements and measuring campaign effectiveness. See Section 6 for details on Microsoft Advertising specifically.
  • Business Transfers: In the event of a merger, acquisition, reorganization, or sale of all or substantially all of our assets, your information may be transferred as part of that transaction. We will notify you of such a change in ownership or control of your personal information.
  • Legal Requirements: We may disclose your information if required to do so by law, regulation, legal process, or governmental request, or if we believe in good faith that disclosure is necessary to protect the rights, property, or safety of Kriterion, our clients, or the public.
  • With Your Consent: We may share your information with third parties when you have given us explicit consent to do so.

5. Cookies and Tracking Technologies

We use cookies and similar tracking technologies as described in our Cookie Policy. This includes strictly necessary cookies for site functionality, analytics cookies to understand site usage, and advertising cookies to serve targeted advertising and measure campaign performance. You can manage your cookie preferences through our cookie consent banner or through your browser settings.

6. Microsoft Advertising / Bing Ads

This website uses Microsoft Advertising's Universal Event Tracking (UET) tag. Microsoft Advertising's UET tag records what happens after a customer clicks on an ad, including pages visited and actions taken on the Site, to help us measure the effectiveness of our advertising campaigns. This tag may also be used to create remarketing audiences — groups of users who have previously visited our Site — to whom we can serve targeted ads across the Microsoft Advertising network, including Bing Search, Microsoft Audience Network, and partner properties.

The UET tag may collect and transmit to Microsoft information including your IP address, browser type, device type, the pages you visited on our Site, and actions you took. Microsoft may use this information in accordance with its own privacy policy, which you can review at https://privacy.microsoft.com/en-us/privacystatement.

You can opt out of Microsoft Advertising personalized ads by visiting Microsoft's personalized ads settings. You can also control behavioral advertising through the Network Advertising Initiative opt-out tool at http://optout.networkadvertising.org/.

7. Data Retention

We retain your personal information for as long as necessary to fulfill the purposes for which it was collected, including for the purposes of satisfying any legal, accounting, or reporting requirements. The criteria we use to determine retention periods include: the nature and sensitivity of the information; the purposes for which it is processed; whether you continue to have a business or professional relationship with us; and any applicable legal requirements.

Specifically, contact form submissions and general inquiries are retained for 3 years. Client engagement data is retained for 7 years following the end of the engagement for contractual and legal compliance purposes. Analytics data is retained in accordance with the settings of our analytics providers (typically 26 months for Google Analytics). Advertising attribution data is retained for up to 18 months. When your information is no longer required, it is securely deleted or anonymized.

8. Your Rights and Choices

Depending on your location and applicable law, you may have the following rights with respect to your personal information. Colorado residents have rights under the Colorado Privacy Act (CPA), including:

  • Right to Access: The right to confirm whether we are processing your personal data and to access that data.
  • Right to Correction: The right to correct inaccurate personal data we hold about you.
  • Right to Deletion: The right to request deletion of personal data we hold about you, subject to certain exceptions.
  • Right to Data Portability: The right to receive a copy of your personal data in a portable format.
  • Right to Opt Out of Targeted Advertising: The right to opt out of the processing of your personal data for purposes of targeted advertising.
  • Right to Non-Discrimination: The right not to receive discriminatory treatment for exercising your privacy rights.

To exercise any of these rights, please contact us at good@kriterion.us with the subject line "Privacy Request." We will respond to your request within 45 days, or within 90 days if we require an extension (in which case we will notify you of the extension within the initial 45-day period). We may need to verify your identity before processing your request.

If you wish to opt out of marketing communications from Kriterion, you can do so at any time by clicking the "Unsubscribe" link in any marketing email we send you, or by contacting us directly at the address below.

9. Data Security

Kriterion implements appropriate technical and organizational security measures designed to protect your personal information against unauthorized access, disclosure, alteration, and destruction. These measures include SSL/TLS encryption for data in transit, access controls limiting data access to authorized personnel only, regular security assessments and vulnerability testing, and employee training on data privacy and security practices.

However, no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your personal information, we cannot guarantee its absolute security. You are responsible for maintaining the secrecy of your own account credentials and for any activity that occurs under your account.

10. Children's Privacy

Our Site and services are not directed to individuals under the age of 16, and we do not knowingly collect personal information from children under 16. If we become aware that we have collected personal information from a child under 16 without parental consent, we will take steps to delete that information promptly. If you believe we have collected information from a child under 16, please contact us immediately at good@kriterion.us.

11. Third-Party Links

Our Site may contain links to third-party websites, products, or services that are not owned or controlled by Kriterion LLC. We have no control over, and assume no responsibility for, the content, privacy policies, or practices of any third-party sites or services. We strongly advise you to review the privacy policy of every site you visit. Our Privacy Policy applies only to information collected on our Site and in the course of providing our services.

12. Changes to This Privacy Policy

We may update our Privacy Policy from time to time. We will notify you of any material changes by posting the new Privacy Policy on this page and updating the "Last Updated" date at the top of this policy. For significant changes, we may also provide you with additional notice, such as adding a statement to our homepage or sending you an email notification. We encourage you to review this Privacy Policy periodically for any changes. Changes to this Privacy Policy are effective when they are posted on this page.

13. Contact Us

If you have any questions, concerns, or requests regarding this Privacy Policy or our data practices, please contact our Privacy team at:

If you are a Colorado resident and wish to submit a complaint regarding our handling of your personal information, you also have the right to contact the Colorado Attorney General's Office at https://coag.gov.

Legal

Advertising Policy

Kriterion LLC · Microsoft Advertising (Bing Ads) Compliance · Last updated: January 1, 2025

Table of Contents

This Advertising Policy describes how Kriterion LLC ("Kriterion," "we," "us," or "our") conducts digital advertising activities, with a specific focus on our use of Microsoft Advertising (formerly known as Bing Ads) and our compliance with Microsoft's advertising network policies. This policy is provided as part of our commitment to transparency, user privacy, and responsible digital marketing practices. It supplements our Privacy Policy and Cookie Policy.

1. Overview of Our Advertising Practices

Kriterion LLC uses digital advertising to reach potential clients who may benefit from our strategic consulting, brand development, market intelligence, and related services. We advertise across multiple digital platforms, including search engines, professional networks, and display advertising networks. Our advertising is designed to be relevant, informative, and respectful of user privacy choices.

We are committed to running advertising campaigns that comply with all applicable platform policies, industry standards, and legal requirements. This means our ads are truthful, non-deceptive, and clearly identify Kriterion LLC as the advertiser. We do not engage in practices such as misleading click-bait, false urgency, deceptive pricing, unsubstantiated claims, or any form of discriminatory targeting prohibited by applicable law or platform policy.

Our advertising spend is managed with a commitment to transparency internally and to the users we reach. We regularly audit our campaigns for policy compliance, performance effectiveness, and adherence to our own standards for responsible digital marketing. Any third-party agency or contractor we engage to manage advertising campaigns on our behalf is required to operate in full compliance with this Advertising Policy and all applicable platform policies.

2. Microsoft Advertising (Bing Ads) Usage

Kriterion LLC is an advertiser on the Microsoft Advertising Network, which includes Bing Search, Microsoft Audience Network, MSN, Microsoft Start, Outlook.com, Xbox, and partner publisher networks. Our Microsoft Advertising campaigns may include search ads (text ads triggered by keyword searches on Bing), audience ads (display and native ads served to defined audience segments), and shopping or product ads where applicable to our service offerings.

All advertising content we publish through Microsoft Advertising is reviewed for compliance with Microsoft's Advertising Network Policies prior to launch. Our ads accurately represent Kriterion's services, use clear and honest language, link to relevant and functioning landing pages on our website, and comply with Microsoft's editorial standards regarding grammar, punctuation, capitalization, and prohibited content.

We maintain an active Microsoft Advertising account in good standing, with current and accurate billing information. All campaigns are associated with our verified business account linked to Kriterion LLC at 3595 Wynkoop St, Denver, CO 80216. We maintain a complete, accurate privacy policy on this website as required by Microsoft Advertising's policies for advertisers who collect personal data — which you are reading now.

We comply with all geographic targeting requirements and ensure our ads comply with the laws and regulations of the jurisdictions in which they are shown. We do not advertise in markets where doing so would require additional legal compliance measures we have not put in place. Our ads do not make medical, legal, or financial guarantees that we cannot substantiate.

3. Universal Event Tracking (UET)

We have installed Microsoft Advertising's Universal Event Tracking (UET) tag on our website. The UET tag is a piece of JavaScript code that allows Microsoft Advertising to collect data about user activity on our Site — including page views, form submissions, time on site, and other events we define as conversion goals. This data is used to:

  • Measure the performance of our Microsoft Advertising campaigns (conversion tracking)
  • Optimize campaign bidding strategies based on observed conversion patterns
  • Build remarketing audiences to re-engage users who have visited our Site
  • Create "similar audience" lists based on our existing visitor profiles
  • Understand the customer journey from ad impression to consultation request

The UET tag may collect and transmit information including your IP address (which may be used to infer approximate geographic location), browser information, device type, the URL of the page you visited on our Site, the referring URL, and the date and time of your visit. This data is processed by Microsoft Corporation in accordance with the Microsoft Privacy Statement, available at https://privacy.microsoft.com/en-us/privacystatement.

The UET tag only collects data when users have consented to performance and advertising cookies through our cookie consent banner, consistent with applicable privacy law. We do not share sensitive personal information (such as financial account information, health data, or government identification numbers) with Microsoft through the UET tag or any other mechanism.

4. Remarketing and Audience Targeting

Through Microsoft Advertising's audience features, we may create remarketing lists that allow us to show ads to users who have previously visited our Site. This enables us to serve relevant follow-up advertisements to individuals who have already expressed interest in our services but may not have yet made contact with us. Remarketing is conducted solely based on behavioral data (website visits and page views) and does not rely on sensitive personal information.

We may also use Microsoft Advertising's audience expansion and similar audience features, which allow Microsoft to identify new potential audiences that share characteristics with our existing website visitors. These features are operated entirely by Microsoft and subject to Microsoft's own privacy controls and policies.

Our remarketing audiences are segmented in ways that do not discriminate against protected classes. We do not use audience targeting in connection with ads for employment, housing, credit, or other sensitive categories where such targeting restrictions apply. We regularly review our audience lists to ensure they comply with all applicable platform policies.

Users who do not wish to be targeted through remarketing can opt out by: declining advertising cookies on our Site through the cookie consent banner; adjusting their Microsoft advertising preferences at https://account.microsoft.com/privacy; or using the Digital Advertising Alliance's opt-out tool at http://optout.aboutads.info/.

5. Ad Content Standards

All advertising content created and distributed by Kriterion LLC adheres to the following standards, which align with Microsoft Advertising's editorial guidelines and our own commitment to responsible marketing:

  • Accuracy: All claims made in our ads are truthful, accurate, and substantiated. We do not use superlatives (e.g., "the best," "the #1") unless we can substantiate such claims with independent evidence.
  • Clarity: Our ads clearly identify what services Kriterion LLC provides and what action we are asking the user to take. Calls to action are straightforward and non-misleading.
  • Relevance: Our ads are relevant to the keywords and audiences we target. We do not use unrelated keywords or audience segments to drive traffic to pages that do not match the user's intent.
  • Legality: Our ads and the services they promote are fully legal in all jurisdictions where they are displayed. We do not advertise prohibited or restricted content.
  • Respect: Our ads are respectful and do not use shock tactics, offensive language, discriminatory content, or excessive claims of urgency or fear.
  • No Pop-ups or Malware: Our landing pages do not initiate pop-ups, pop-unders, or any other disruptive behaviors prohibited by Microsoft Advertising's policies. Our website is free of malware, spyware, and any code that could harm users' devices.

6. Landing Page Quality Standards

Microsoft Advertising requires that all ads link to landing pages that meet quality and relevance standards. Kriterion ensures that all landing pages linked from our advertisements adhere to the following standards:

  • The landing page content directly relates to the ad content and the user's search intent.
  • The landing page clearly identifies Kriterion LLC as the business behind the ad.
  • A prominent, accurate, and complete privacy policy is accessible from the landing page — which is this policy and our broader Privacy Policy linked in the footer of every page.
  • The landing page functions correctly across all major browsers and mobile devices.
  • Contact information for Kriterion LLC is clearly displayed on the website.
  • The landing page does not contain auto-playing audio, excessive redirects, or any technical element that degrades the user experience or violates Microsoft Advertising's landing page policies.
  • All links on the landing page are functional and lead to relevant, legitimate pages.

7. Data Collection in Connection with Advertising

In connection with our advertising activities, we collect and process the following categories of data, subject to your consent choices as provided in our cookie consent banner:

  • Ad Interaction Data: Whether you clicked on one of our ads, the ad campaign and ad group associated with the click, the keyword that triggered the ad, and the date and time of the interaction.
  • Conversion Data: Whether you completed a defined conversion action on our Site after clicking our ad (e.g., submitted a contact form, viewed the contact page, or spent a defined amount of time on the Site).
  • Website Behavior Data: Pages you visited after arriving from our ad, your session duration, and other behavioral signals collected via the UET tag.

This data is used exclusively for advertising campaign optimization and attribution purposes. It is not sold to third parties and is not used for purposes unrelated to advertising and business development. Data collected in connection with advertising activities is retained for up to 18 months and then deleted or anonymized.

8. User Opt-Out Rights

We respect your right to control how your data is used for advertising purposes. You have several options for opting out of Kriterion's advertising targeting:

  • Cookie Consent Banner: When you visit our Site, you can decline advertising cookies by selecting "Decline" in our cookie consent banner. This will prevent the UET tag and other advertising cookies from firing on your device.
  • Microsoft Advertising Opt-Out: Visit Microsoft's personalized ads settings to opt out of personalized advertising from Microsoft Advertising across the Microsoft network.
  • Industry Opt-Out Tools: Use the Digital Advertising Alliance's opt-out tool at http://optout.aboutads.info/ or the Network Advertising Initiative's tool at http://optout.networkadvertising.org/ to opt out of interest-based advertising from participating companies.
  • Browser Settings: Configure your browser to block third-party cookies, which will prevent most advertising tracking technologies from operating.
  • Direct Request: Contact us at good@kriterion.us to request that we remove you from any remarketing audiences we have created using data collected from your device.

Please note that opting out of personalized advertising does not mean you will stop seeing ads for Kriterion — it means the ads will not be tailored based on your browsing behavior. You may continue to see generic, non-personalized Kriterion ads based on keyword searches or contextual targeting.

9. Compliance with Microsoft Advertising Policies

Kriterion LLC is fully committed to complying with all Microsoft Advertising Network Policies, as published at https://about.ads.microsoft.com/en-us/policies/home. We acknowledge and accept that Microsoft Advertising reserves the right to review, approve, disapprove, or remove any of our ads or campaigns at any time for violations of its policies. We take editorial policy notifications seriously and resolve any flagged issues promptly.

We maintain a complete and accurate privacy policy on this website — a requirement for all Microsoft Advertising advertisers that collect personal data. This privacy policy is prominently linked in the footer of every page of our website and is written in plain, accessible language. We do not engage in any activity designed to circumvent Microsoft Advertising's automated or manual policy review processes.

Kriterion does not advertise in restricted categories without appropriate approvals, does not use prohibited content in its ads or on its landing pages, and does not engage in keyword squatting, trademark infringement, or any other practice that violates Microsoft's intellectual property policies. If we receive an editorial policy notification from Microsoft, we treat it as a priority compliance matter and resolve it within the timeframe stipulated by Microsoft.

10. Ad Transparency

In the interest of transparency, users who see Kriterion advertisements on the Microsoft Advertising Network may access information about those ads, including general targeting parameters and campaign information, through Microsoft's Ad Transparency Center where applicable. We support Microsoft's efforts to provide users with visibility into the advertising ecosystem.

Any political advertising is strictly outside the scope of Kriterion's advertising activities. We do not run political advertisements of any kind through any advertising platform. All of our advertising content is commercial in nature, promoting our strategic consulting services to potential business clients.

11. Contact and Questions

If you have any questions about this Advertising Policy, our use of Microsoft Advertising or other digital advertising platforms, or wish to submit a concern about one of our advertisements, please contact us:

To report an ad that you believe violates Microsoft Advertising policies, you may also submit a report directly to Microsoft through their ad quality reporting tools.