Spectrum Reach says its Customer Data Match technology is now enabling small businesses to use their in-house marketing data to attract and retain new customers through Charter’s pay and streaming TV platforms.
Spectrum offered up Southside Market & Boutique, a small business in Texas, as an example of the power of its Customer Data Match perk. Southside was already utilizing a mixture of social media and email marketing platforms with its existing customers, and wanted to expand its marketing strategy to reach customers over video.
Southside maintained a list of current and prospective customers within their region, and improved on its outreach by utilizing Spectrum’s Customer Data Match to effectively serve video ads across cable and streaming TV.
“As Southside Market & Barbeque continues to grow its e-commerce business, we needed to expand our reach to get in front of potential customers both inside and outside our service area,” said Kelly McLouth Staha, Southside’s marketing director. “We were looking for a simple, cost-effective way to have our ads make an impact, and using our own data combined with Spectrum Reach’s Customer Data Match turned out to be a great feature. Each time we run a campaign, we see double-digit increases across key ecommerce metrics, including number of orders, returning customers and sales revenue.”
Southside is not an anomaly: Since Customer Data Match rolled out last year, it has enabled 800 successful campaigns that utilize smaller data sets to reach a broader audience of potential consumers on TV.
“Spectrum Reach wants businesses of all sizes to be able to deliver ads with both ease and accuracy,” said Jason Brown, the Executive Vice President of Spectrum Reach. “With our advanced targeting ability coupled with the Customer Data Match capability, we can make it easier for local advertisers to use their own data to find their most valuable customers and ultimately drive more traffic to their business, whether it’s a furniture store, a large group of auto franchises with multiple dealerships or a chain of barbeque restaurants like Southside.”
In addition to Customer Data Match, small and medium-sized businesses can also benefit from Spectrum Reach solutions like the Audience Reach Optimizer, a tool announced earlier this year that allows marketers to leverage data from third parties for their TV campaigns.
