Digital Graphics Innovator Uses Location Data to Gain a Picture-Perfect Customer View
公司规模
Mid-size Company
地区
- America
国家
- United States
产品
- Spectrum Context Graph
- CAMEO Segmentation
- GroundView™ Demographics
- Spectrum Data Quality
技术栈
- Data Deduplication
- Demographic Data Integration
- Customer Data Standardization
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Revenue Growth
- Productivity Improvements
技术
- 分析与建模 - 预测分析
- 应用基础设施与中间件 - 数据交换与集成
适用行业
- 消费品
- 零售
适用功能
- 销售与市场营销
- 商业运营
服务
- 数据科学服务
- 系统集成
关于客户
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.
挑战
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.
解决方案
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.
运营影响
数量效益
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