Precisely > Case Studies > Digital Graphics Innovator Uses Location Data to Gain a Picture-Perfect Customer View

Digital Graphics Innovator Uses Location Data to Gain a Picture-Perfect Customer View

Customer Company Size

Mid-size Company

Region

America

Country

United States

Product

Spectrum Context Graph
CAMEO Segmentation
GroundView™ Demographics
Spectrum Data Quality

Tech Stack

Data Deduplication
Demographic Data Integration
Customer Data Standardization

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Customer Satisfaction
Revenue Growth
Productivity Improvements

Technology Category

Analytics & Modeling - Predictive Analytics
Application Infrastructure & Middleware - Data Exchange & Integration

Applicable Industries

Consumer Goods
Retail

Applicable Functions

Sales & Marketing
Business Operation

Services

Data Science Services
System Integration

About The Customer

The client is a leading producer of large-format art and digital graphics, offering a wide range of graphics solutions including wall decor, art reproductions, and professional photography. Specializing in large art and personalized 'art on demand', the company conducts much of its business through third-party websites. It aims to grow sales by better marketing to repeat customers and leveraging demographic data to identify new prospects. The company needed to consolidate and validate data from disparate sources to gain an accurate single view of each customer, which would help in targeted marketing and improving customer engagement.

The Challenge

The company faced challenges with a large base of repeat customers purchasing through third-party retailers, leading to duplicate customer records and inaccurate or incomplete customer addresses. This situation hindered the company's ability to determine lifetime customer value and overlay additional demographic data to identify new opportunities. The company needed to consolidate and validate data from disparate sources to gain an accurate single view of each customer. 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 Solution

The art company began by consolidating all its data sources into the Precisely Spectrum Context Graph, using Precisely matching engines and tools to deduplicate customer records. This process resulted in a 'true' customer base of 1.5 to 1.8 million clients, significantly less than the 3 million recorded before deduplication. The company then integrated Precisely GroundView™ Demographics with the customer data, which provides over 8,200 demographic and economic variables for multiple layers of geography. This integration helped the company build detailed profiles of target customers and prospects. Precisely deployed CAMEO, its consumer segmentation demographics solution, to validate and link customer address information to the demographic data, giving the art company a deeper understanding of customers, including where they live and how they behave. Using GroundView™ and CAMEO, the company identified its target market as high-net-worth individuals, enabling it to refine the messaging and distribution of its direct mail campaign. The company leveraged the single customer view to segment its customer data and develop geofences around specific venues, feeding that data into specific marketing campaigns to tailor direct mail, email, and online ads to reach the right individuals at the right time.

Operational Impact

The company gained a better understanding of its clients, including their lifetime customer value, where they live and shop, and how they respond to online and email promotions versus direct mail and physical advertising.
All forms of marketing have benefited, with direct mail and lead generation programs becoming more cost-effective as the company can market more precisely to a smaller number of customers or prospects.
The company is using GroundView™ and CAMEO data to identify customer preferences, adjusting advertisements’ content and placement to more effectively reach its target audience.
The company is guiding customers to preferred websites or third-party channels, enhancing the customer experience while supporting cross-selling.

Quantitative Benefit

The company generated over $3 million in additional art sales in the short term.
One campaign increased sales more than 200 percent over the previous year.
The company is on its way to achieving its goal of a $5 to $6 million increase in annual sales.