Challenge
Existing targeting strategies relied heavily on broad demographic and geographic criteria, making it difficult to identify likely responders within larger audiences. As a result, campaigns often reached consumers with little likelihood of engaging or converting, leading to wasted spend, lower performance, and missed opportunities to connect with more qualified prospects.
The organization needed a more precise, intelligence-driven approach to audience identification that could:
The organization needed a more precise, intelligence-driven approach to audience identification that could:
- Separate stronger prospects from broader consumer audiences
- Replace broad audience selection with a more predictive, data-informed approach to acquisition planning
Solution
Using IDI’s consumer data assets and identity intelligence capabilities, the team developed an ensemble predictive modeling framework designed to evaluate households across both scale and intent. The approach incorporated multiple audience and response signals, including:
- Look-alike modeling
- Conversion focused modeling
- Prospect response modeling for a large national household universe
- Response modeling for an existing warm-lead audience.
Through this approach, the organization:
Analyzed hundreds of demographic, lifestyle, financial, property, and behavioral attributes
Linked offline and digital identifiers to support activation across channels
Built look-alike models based on prior leads and confirmed conversions
Applied conversion-focused models tuned to high-intent behaviors
Scored a large national prospect universe and an existing warm-lead audience using the most relevant available indicators
Prioritized outreach based on predicted response and conversion potential
Comprehensive identity graph:
idiMARKETING draws from thousands of public and proprietary sources, delivering coverage across 270+ million U.S. consumers and over 500 unique attributes
Omnichannel personalization:
By resolving identity—block by block—across channels and devices, IDI helps brands deliver timely, context-driven messaging across SMS, email, mail, and ad platforms
Cloud-native and scalable:
IDI’s architecture supports flexible API-based integration into existing systems, enabling rapid deployment and real-time batch processing with enterprise-grade performance
High-quality, privacy-conscious data:
Using deterministic identifiers (like emails, phone, addresses) ensures matching precision, compliance, and reliability—key for trust and effectiveness in marketing workflows