Orange Valley Home Services Turns First-Party Audiences Into $813K in Sales  

Following onboarding with fullthrottle.ai®, the agency launched client campaigns within one month and quickly expanded its use of fullthrottle.ai’s unified Using fullthrottle.ai’s single, whiTheir strategy focused on turning behavioral signals into first-party household profiles based on demonstrated service-level or purchasing propensity, then expanding those audiences with additional segments relevant to the home services category. This provided a more focused audience foundation for reaching households across display and direct mail.  

Because they used fullthrottle.ai’s unified platform, they were able to build audiences and activate campaigns from one platform. Instead of managing multiple vendors and disconnected workflows, the team could build first-party audience profiles, select the right segments, and activate campaigns across channels in one place. Campaigns could be launched in under two minutes, making it easier to move from audience insight to activation without delays, handoffs, and the complexity of multi-vendor approach. 

The ability to activate display and direct mail within one workflow creates a cross-channel experience while keeping audience activation and measurement in one place. 

Using fullthrottle.ai’s SafeMatch®, Orange Home Valley Services was able to extend campaign visibility beyond impressions and mail delivery, to understand whether households exposed to its campaign media ultimately converted into customers and how much revenue those campaigns generated.  

Fofullthrottle.ai® gave Orange Home Valley Services a unified approach for transforming first-party engagement signals into addressable household profiles that could inform its broader media strategy.  

The strategy connected campaign exposure to 299 sales representing $813.8K in attributed sales through closed-loop attribution.  

The platform was able to resolve their first-party audiences into 10,045 household profiles available for campaign activation and organized them based on where they were within the customer journey: 

• 7,458 Discovering households  

• 2,368 Evaluating households 

• 219 Committing households  

That audience intelligence extended into individual service categories. Orange Valley Home Services could see 2,573 households demonstrating engagement with plumbing content, along with audiences showing interest in air conditioning, HVAC, heating, indoor air quality, sewer and drain, and contact activity.  

This provided a more detailed understanding of first-party household profiles instead of grouping all audience segments into a single broad audience. 

The company’s first-party audience was then complemented by the addition of second- and third-party audiences relevant to the campaign, including new homeowners, home improvement high spenders, and lifestyle audiences to extend reach.  

With the audience foundation established, display and SmartMail provided coordinated media touchpoints, while closed-loop attribution connected campaign exposure to measurable sales performance.  

Together, these capabilities gave Orange Valley Home Services a more actionable way to understand, build, and activate its audiences. By combining first-party household profiles, propensity-based audience building, coordinated display and direct mail activation, and closed-loop measurement in one platform, the company could move from audience insight to media activation to measurable business outcomes, achieving its goal.