The Goal
The goal for Dean’s Home Services was to create a more complete understanding of how advertising influenced customer conversions. The company wanted to move beyond standard campaign metrics by identifying engaged audiences, activating those audiences more effectively, and measuring whether advertising exposure was generating an incremental business impact.
To achieve this, Dean’s Home Services partnered with fullthrottle.ai® to establish a framework that combines audience identification, audience activation, and test-verses control measurement. This approach would allow the team to better understand who was engaging with their brand, continue reaching those consumers through targeted advertising, and evaluate the role advertising played in driving conversions.
The Challenge
Dean’s Home Services, a Redwood partner serving the Minneapolis-St. Paul region with HVAC, plumbing, electrical, sewer, and drain services, sought to better understand the true business impact of its advertising investments.
Like many service brands, they wanted to determine whether advertising was generating new customer conversions or simply reaching consumers who were already likely to purchase. Traditional performance metrics often make it difficult to separate the influence of advertising from real consumer behavior, creating uncertainty around what is truly driving business outcomes.
Compounding this challenge, much of the company’s website engagement could not be tied to verified audience profiles. Without visibility into who was engaging with the brand, it was difficult to build addressable audiences, continue engaging interested consumers after they left the website, or establish a clear connection between advertising exposure and conversion.
Dean’s Home Services needed a way to identify and activate high-intent audiences while creating a structured measurement framework that could more clearly demonstrate the impact of advertising across exposed and unexposed groups.
The Results
fullthrottle.ai® identified first-party addressable household audiences that Dean’s Home Services could activate across marketing channels. By creating a known audience framework, the team gained greater visibility into who was engaging with their brand and how those audiences progressed through the customer journey.
Using a test versus control strategy, Dean’s Home Services was able to compare exposed and unexposed households, creating a clearer understanding of advertising influence. This framework made it easier to evaluate campaign effectiveness and establish a stronger connection between audience engagement, advertising exposure, and conversion outcomes.
The approach also provided a repeatable process for audience activation and measurement, giving the team greater confidence in how marketing investments were contributing to business results. Following the success of the initiative, Dean’s Home Services expanded its marketing efforts into four campaigns focused on specific service lines.
Key results from the test included:
- 2% incremental conversion lift
- 9.6x return on ad spend (ROAS)
- Identified over 17,000 addressable households for audience activation
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
Omnichannel Marketing Activation:
- First-Party Audience Generation: Identified high-intent website visitors into addressable household audience profiles, without the use of cookies.
- SmartMail: Enabled Dean’s Home Services to activate those first-party addressable audiences through precisely timed household-level direct mail.
- Display: Extended audience activation across devices within the household, helping maintain engagement with identified audiences throughout the buying journey.
Audience Generation
fullthrottle.ai’s patented technology resolved audiences into addressable household profiles.
SmartMail
Rather than relying on broad direct mail targeting, Dean’s Home Services could activate audiences based on website engagement and intent signals. This allowed outreach to occur at critical decision-making moments and created a more efficient path from website visit to customer action.
Display
Display advertising activated the same household audiences across desktop, tablet, and mobile devices using first-party household data. By reaching the same audience across multiple touchpoints, Dean’s Home Services maintained consistent visibility throughout the customer journey while creating a stronger framework for measuring advertising exposure and conversion activity.
Use Omnichannel Activation to Expand Household Reach
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