A leading industry home improvement financing*
Industry: Home Improvement Financing | Location: California
Size: 500+ communities nationwide
Overview: OuterBox 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.)
26.9%
Granular geo-coding solution has led to a lift in lead attribution
70%
By targeting with personalized messaging specific to the stage of the sales funnel; conversion rate of leads increase
2x
Customers that interacted with newly introduced email journeys convert at over twice the rate as those not targeted with journeys
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
OuterBox Recommends Changes to Site
- 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.
<1% → 25%
DIRECT LEADS
The ratio of direct consumer leads vs contractor referral projects, which have roughly a 50% lower conversion rate, increased to 25%.
3% → 16%
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.
