Digital Graphics Innovator Uses Location Data to Gain a Picture-Perfect Single Customer View
Single customer view used to segment customer data and expand marketing campaigns.
This specialty art company wanted to grow sales by better marketing to repeat customers and leveraging demographic data to identify new prospects. The company conducted much of its business through third-party websites. It needed to consolidate and validate data from these disparate sources to gain an accurate single customer view.
The company had a large base of repeat customers who bought art through third-party retailers, often purchasing multiple copies of an item for shipment to different addresses. The art company ended up with a large number of duplicate customer records and many inaccurate or incomplete customer addresses. This situation inhibited the company’s ability to determine lifetime customer value or to overlay additional demographic data to identify new opportunities.
With a planned targeted direct mail campaign approaching the company engaged Precisely to learn more about its Spectrum solution, a technology platform designed to validate, standardize and enhance customer data.
The art company began by consolidating all its data sources into the Precisely Spectrum Context Graph, then using Precisely matching engines and tools to d-de-duplicate customer records. This yielded a ‘true’ customer base of 1.5 to 1.8 million clients, much less than the 3 million recorded before deduplication. Next, the company integrated Precisely GroundView™ Demographics with the customer data. GroundView™ provides over 8,200 demographic and economic variables for multiple layers of geography, from the block level to national totals. This helped the company build detailed profiles of target customers and prospects.
The art company began by consolidating all its data sources into the Precisely Spectrum Context Graph, then using Precisely matching engines and tools to de-duplicate their customer records. This yielded a ‘true’ customer base of 1.5 to 1.8 million clients, much less than the 3 million recorded before deduplication.
Read more about how this customer benefited from all forms of marketing. Direct mail and lead generation programs became more cost-effective, and the company can now market to a smaller number of customers or prospects.