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:

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

LIFT IN LEAD ATTRIBUTION
Granular geo-coding solution has led to a 26.9% increase in lead attribution

 

LIFT IN CONVERSION RATE
By targeting with personalized messaging specific to the stage of the sales funnel; conversion rate of leads increase 70%

INCREASE IN EMAIL CONVERSIONS
Customers that interacted with newly introduced email journeys convert at over twice the rate as those not targeted with journeys

 

DIRECT LEADS

The ratio of direct consumer leads vs contractor referral projects, which have roughly a 50% lower conversion rate, increased to 25%.

RETURN CUSTOMERS

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.

 

“It was great working with Trinity Insight. They were incredibly responsive to our needs and showed true professionalism during every step of our Google Analytics Implementation. Thanks to Trinity Insight, we are now able to accurately track our website visitors and their behaviors, which helps us better understand the ever-changing needs of our clients.”

Earth Engineering - BLACK

-Ashley DiPaul

Earth Engineering

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