Leveraging DPro to Make Data Actionable

A core element of our Growth Marketing program with a prominent building materials distributor has been the utilization of DPro. From verifying and enriching Pro data to deduplication efforts, DPro has enabled us to efficiently optimize data and guide precise digital, email and 1:1 customer targeting and identify high-value prospect and existing customers opportunities.

One of our first steps involved taking our client’s existing customer file and utilizing DPro’s data ingestion process to deduplicate accounts, which resulted in the removal of over 100k duplicate records.

From there, we leveraged DPro to cross-reference records, verify Pros and enhance the data with any missing attributes found in DPro. Once our segmentation and persona work was complete, we assigned personas to Pros based on a set series of customer and Lansing profile attributes.

This enhanced data file was used for precise targeting of existing customers with specific product and program campaign messages, such as ecommerce and loyalty enrollment, for email, Voice and digital engagement. And, linqd. was able to create robust lookalike targeting for digital prospecting campaigns plus direct email outreach.

Through the combined efforts of our Voice team directly gather customer information, form fill interactions and DPro’s continuous data scraping tools, we significantly augmented the client’s data.

Key attributes such as distance to branch (1.3M added attributes), defined Pro Type (960k added attributes) and permits (180k added attributes) allowed for further targeting enhancements. Understanding language preference (110k added attributes) has set us up for future program campaigns.

After the first six months of Growth Marketing program activation, we added 12.8M total data attributes to our client’s data, with significant gains in areas like identifying decision makers, phone, contact, and email data density.

6M of these data attributes are tied to building more robust customer profiles to better understand Pro company scale, associations, purchase triggers such as permits, brand preference and other valuable inputs.

Ultimately, our data enhancement efforts led to an average of 9.4 added attributes per customer record, allowing our Voice team to have more meaningful conversations with customers and more focused campaign activation.