The Goal
The goal for Dean’s Home Services was to simplify audience activation and gain a clearer understanding of how advertising contributed to measurable business outcomes. The company wanted to move beyond standard campaign metrics by building first-party addressable household profiles, activating those audiences across channels, and measuring how advertising influenced incremental conversions.
To achieve this, Dean’s Home Services partnered with fullthrottle.ai® to create a unified framework for audience generation, activation, and measurement within one platform. By combining first-party audience activation with test versus control measurement, the team could activate high-intent audiences more efficiently, simplify campaign execution, and better understand the measurable impact of advertising on customer conversions.
The Challenge
Dean’s Home Services, a Redwood partner serving the Minneapolis-St. Paul region with HVAC, plumbing, electrical, sewer, and drain services, sought to better understand the measurable business impact of its advertising investments.
Like many service brands, they wanted to determine whether advertising was generating new customer conversions or simply reaching consumers who were already likely to purchase. Traditional performance metrics often make it difficult to separate the influence of advertising from real consumer behavior, creating uncertainty around campaign performance and measurable outcomes.
Compounding this challenge, much of the company’s website engagement could not be tied to first-party addressable household profiles. Without a unified approach to audience generation and activation, it was difficult to continue engaging high-intent consumers after they left the website or establish a clear connection between advertising exposure and conversion.
Dean’s Home Services needed a way to identify and activate high-intent audiences while creating a structured measurement framework that could more clearly demonstrate the impact of advertising across exposed and unexposed groups.
The Results
fullthrottle.ai® generated first-party addressable household profiles that Dean’s Home Services could activate across channels through one unified workflow. Rather than focusing on website engagement alone, the platform enabled faster audience activation while providing greater visibility into campaign performance and measurable business outcomes.
Using a test versus control measurement framework, Dean’s Home Services was able to compare exposed and unexposed households, creating a clearer understanding of advertising influence. This unified approach simplified campaign measurement, connected audience activation to measurable outcomes, and provided greater confidence in how advertising contributed to conversions.
The approach also created a repeatable process for audience generation, activation, and measurement, giving the marketing team a scalable framework for future campaigns. Following the success of the initiative, Dean’s Home Services expanded its marketing efforts into four campaigns focused on specific service lines.
Key results from the test included:
- 2% incremental conversion lift
- 9.6x return on ad spend (ROAS)
- Identified over 17,000 addressable households for audience activation
HOW WE GOT THERE
fullthrottle.ai® Tactics Used
Omnichannel Marketing Activation:
- First-Party Audience Generation: Identified first-party addressable household profiles using real in-market behavioral and purchase intent signals, without the use of cookies.
- SmartMail: Automatically activated first-party addressable household profiles through precisely timed direct mail, helping Dean’s Home Services engage high-intent homeowners.
- Display: Extended the same first-party audience activation strategy across digital channels, maintaining consistent messaging throughout the customer journey.
Audience Generation
fullthrottle.ai’s continuously generated first party addressable household profiles using real in-market behavioral and purchase intent signals. This created a scalable audience foundation that Dean’s Home Services could activate across channels without relying on fragmented third-party data or manual audience-building processes.
SmartMail
Rather than relying on broad direct mail targeting, Dean’s Home Services automatically activated first-party addressable household profiles using SmartMail and real in-market intent signals. This enabled outreach at critical decision-making moments, simplified campaign execution, and created a more efficient path from initial engagement to customer action.
Display
Display advertising extended the same first-party audience activation strategy across desktop, tablet, and mobile devices using first-party addressable household profiles. By maintaining consistent messaging across digital touchpoints, display reinforced the customer journey while creating a more unified framework for campaign activation and measurable performance.
Use Omnichannel Activation to Expand Household Reach
Schedule your demo and discover how fullthrottle.ai® helps brands activate first-party data to drive measurable growth and customer acquisition