Case Study: Universal Data Hub Creation
Universal data hub drives a 26.9% lift in lead attribution and a 100% increase in email conversions.
Case Study: Universal Data Hub Creation
A leading industry home improvement financing
Industry: Home Improvement Financing
Location: California
Size: 500+ communities nationwide
Overview
Trinity Insight created a universal data hub solution to disparate, incomplete data for a client and fully transformed their company in a number of ways.
(*Company name has been omitted to honor our partner’s privacy.)
Problem
Incomplete & Inaccurate Data
- Disparate data systems, multiple marketing systems, and a strong disconnect from sales.
- Limited marketing capabilities, which led to difficulty reaching customer directly; they were relying on unaffiliated contractors for leads.
- Poor attribution
Approach
- Create a universal data hub to enable targeting of customers directly with dynamic, personalized marketing
-
Create a centralized data warehouse to consolidate cross-channel reporting and stitch together both online and offline data.
Solution
Applications
After creating a universal data hub, Trinity Insight was able to execute a number of advanced marketing tactics.
- Custom Attribution // A single cross-channel attribution model was created to resolve conversion credit across all channels, both online and offline.
- Tracking Offline Marketing // By geo-coding website visits, stitching data at the user level, and integrated with physical address records, we are able to track the performance of direct mailers with a high degree of accuracy.
- Segmentation & Personalization // This data is used to automatically place users into custom audiences and allows for dynamic content in messaging, to create a personalized experience for users.
- Email Automations // A wide range of email workflows were created, in which customers automatically enter and exit, based on their interaction with the website and campaigns, communication with sales, and purchase history.
- Better Inside Sales // Detailed customer information captured in the UDH is displayed within Salesforce, giving the team insight into customer interactions up to that point, including web searches and mailers received.
- Custom Reporting & Dashboards // Qlik leveraged to deliver and a large suite of dashboards and advanced visualizations. All teams company wide pull reporting from this single source of truth, regardless of channel or efforts.
Results
Granular geo-coding solution has led to a 26.9% increase in lead attribution
By targeting with personalized messaging specific to the stage of the sales funnel; conversion rate of leads increase 70%
Customers that interacted with newly introduced email journeys convert at over twice the rate as those not targeted with journeys
<1% → 25%
The ratio of direct consumer leads vs contractor referral projects, which have roughly a 50% lower conversion rate, increased to 25%.
3% → 16%
The percentage of property owners who completed a follow up project with remaining funds increased from 3% to 16%.
Analysis & Summary
The universal data hub implementation completely transformed this industry leader in a number of ways. Marketing is now empowered with advanced customer data to allow for hyper-targeted, automated, personalized tactics. Inside sales teams are equipped with detailed customer data and previous campaign interaction that was never-before available. Conversion reporting and marketing performance has been resolved with a single, unified, cross-channel attribution model for both online and offline interaction, providing advanced insights into performance of the business, all while retaining complete control and ownership over data.
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