“Data! Data! Data! I can’t make bricks without clay!” Sir Arthur Conan Doyle, the creator of the fabled detective Sherlock Holmes, wrote that line for his famous title character in 1892, and almost 130 years later we couldn’t agree with him more.
For those of us not supremely skilled in the art of deduction, like Sherlock Holmes, it is imperative that you have tangible data on your side in order to create worthwhile initiatives that net real results. When a Pennsylvania In-Home Care Company challenged OakRidge to obtain a single new client each month, we delivered, and here’s how.
First, we used our geo-fencing technology to map out hospitals in the area. Looking at our data set we began to focus on who was visiting the hospital multiple times, and using the over 2,000 data points we collect per profile, we narrowed down our search to those who had older family members and could likely afford an in-home care provider. After our data analysis, we moved into the marketing campaign phase, marketing this correctly would be crucial in order to achieve our goal for the client – as Sherlock Holmes would have said, “The game is now afoot..”
We took that data and created a full fledged marketing push, implementing the targeted individuals into a custom audience for Facebook so that ads would reach the right people – not just those who Facebook thought the ad should go to. This effort was able to drive traffic to our client’s website and turn clicks into real customers. With the digital campaign running, we used that same data set to reinforce our client’s brand and services through the medium of highly effective text messages, and mail pieces sent directly to potential customers. Marketing with the right data allowed our client’s cost per lead to drop exponentially, which freed up space in their budget and maximized each dollar they spent.
The result of all this calculated and efficient marketing, based on data we obtained, made it possible so that the acquisition of one new customer for our client was able to cover their entire budget. That being said, we did not just bring on one new customer and allow our client to simply breakeven, we were able to acquire 5 new clients in the first month alone.
Full service data management and sophisticated marketing by OakRidge Consulting is never guess work or the product of a “shotgun” approach. The ability for us to take the unique needs of a client, and turn it into an individually tailored campaign, driven by data specifically curated for the task at hand, is what we do best. It is how Sherlock Holmes might’ve put it, “Elementary, my dear Watson.”
Christian Romano is the Managing Member of OakRidge Consulting. Following a number of years in the Technology Industry, he started OakRidge Consulting, centered around their leading marketing technology after years of development and implementation. He is a native of Pittsburgh, Pennsylvania, where he resides.
