1,682
First-Party Household Audiences Identified166
Transactions Matched$622.2K
Attributed RevenueThe Goal
Greenville Cooling, Heating & Plumbing set out to create a more timely, outcome-focused approach to home services marketing. The company wanted to identify and build audiences of first-party addressable household profiles based on intent, distinguish those audiences by where they were in the customer journey, and activate those audiences while demand was active across its cooling, heating, and plumbing service lines.
Just as importantly, Greenville wanted to connect activation to measurable results. The goal was to understand not only which households could be reached, but which marketing efforts were contributing to transactions and ROI.
The Challenge
When a homeowner needs an HVAC repair or has a plumbing issue, timing matters. The challenge for Greenville Cooling, Heating & Plumbing was making sure its marketing could reach the right households while demand was active, rather than relying on broader audiences that offered little indication of who was in-market. With cooling, heating, and plumbing services competing for marketing investment, Greenville needed a way to act on household intent at the right time and ensure its marketing reached those households while they were actively considering their options.
To compete within that window of demand, Greenville needed a platform that could identify and turn household signals into actionable audiences that could be activated across channels quickly, while gaining measurable insight into whether its marketing ultimately contributed to transactions.
The Solution
fullthrottle.ai® gave Greenville Cooling, Heating & Plumbing a connected approach to audience building, activation, and measurement within a single unified advertising platform.
The platform identified and built an audience of 1,682 first-party addressable household profiles and organized them by customer journey stage. Of those households, 1,288 were Discovering, 367 were Evaluating, and 27 were Converting, giving Greenville a clearer picture of how intent was progressing.
That intelligence became more specific at the service level. Using first-party household data, Greenville could see household audiences demonstrating intent across cooling, plumbing, and heating, helping the company understand what services were generating interest and where opportunities were developing.
Rather than stopping at audience building, Greenville could quickly activate these first-party addressable household profiles across channels used in its campaign, allowing the company to act on intent and reach shoppers immediately when they were ready to purchase. Greenville could then measure performance against transaction-level outcomes, all within the same platform.
The Results
Greenville turned household intent into measurable business results through a fast, streamlined path from audience activation to transaction-level measurement. With fullthrottle.ai®, Greenville could move quickly from opportunity to activation without adding complexity to its campaign execution.
Through fullthrottle.ai’s SafeMatch® capabilities, campaign activity was connected back to 166 matched transactions and $622.2K in total ROI, while 314 service household conversions were measured. The results demonstrate the business impact of making audience activation easier and faster while maintaining a direct connection between marketing investment, customer transactions, and ROI.
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
Audience Generation
fullthrottle.ai® identified and built an audience of 1,682 first-party addressable household profiles and segmented addressable household profiles, and segmented them across Discovering, Evaluating, and Converting stages. This helped Greenville distinguish broader interest from stronger in-market intent and better understand where households were within the customer journey.
Journey Segments
Audience intelligence provided service-level visibility into household demand, including 46 cooling profiles, 36 plumbing profiles, and 7 heating profiles. This gave Greenville a more detailed understanding of which home service needs were generating intent among its addressable audiences.
SmartMail
SmartMail extended Greenville’s first-party audience activation into direct mail by targeting verified, high-propensity households from its activated first-party audience. Audience selection happened within the fullthrottle.ai® platform, allowing Greenville to send targeted campaigns to specific household segments based on their demonstrated interests and behavioral signals. This connected direct mail activation to the same audience intelligence driving Greenville’s digital campaigns, without relying on purchased lists or broad demographic approximations.
Display Ads
Greenville activated first-party addressable household profiles through display media, helping the company focus advertising on audiences demonstrating relevant intent instead of depending solely on broader audience segments.
SafeMatch® Attribution
fullthrottle.ai® connected activation to transaction-level outcomes, allowing Greenville to evaluate performance based on measurable results rather than surface-level media metrics.
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Disclaimer: Company name adjusted to protect advertiser data