B2B Digital Advertising Case Study
Project Information
Client Data Axle
Partnered with Programmatic B2B, LLC
Date July 2020
Case Study B2B2C
B2B2C Case Study
The Problem
Programmatic B2B’s global client struggled to reach their target audience with display campaigns for a Software as a Service (SaaS) platform. Their existing data partner was unable to achieve a high enough match rate of email addresses to the input file, which resulted in low onboarding rates, particularly within the niche markets they wanted to target.
The Hypothesis
Connecting business and consumer identities before onboarding into the Demand-Side Platform (DSP) can boost match rates and expand global display ad reach.
- Improved identity resolution boosts onboarding success.
- Expands reach by including verified consumer emails.
- Enhances targeting precision in niche B2B segments.
The Test
Programmatic B2B partnered with Data Axle (formerly Infogroup), known for robust business and consumer identity databases.
A list of unique business contacts (with less than 25% email coverage) was submitted.
Data Axle was tasked to:
- Match those contacts to verified business + consumer emails.
- Encrypt and return those emails using MD5 hashing for privacy (non-PII).
Data Axle leveraged its ExecuReach platform to link business and consumer identities for more complete matches.
The Results
Data Axle utilized their proprietary expanded business and consumer databases as well as ExecuReach, a database that specifically links business and consumer profiles. In many cases, multiple email addresses were matched to an individual record, which improved the DSP’s chances of onboarding the record. Infogroup was able to successfully appended nearly five times more email addresses (MD5 Hashed) than were on the original file.
Programmatic B2B submitted the records for onboarding via their DSP and was able to achieve an incremental online display reach of unique individuals 4.9 times higher than previously had been possible with the onboarding of the CRM B2B email file alone.