Partner Case Study: 
Neighbor Services, Inc.

Aligning Digital Marketing With Profit Opportunities

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The Challenge

Growing regional services company, Neighbor Services, Inc., wanted to identify their top customer segments and improve their digital marketing to reach more of them.  

Neighbor’s agency CEO encountered Social Signal at a conference, and seized on the opportunity to drive a more customer-empathetic approach to their client’s booming business.  

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The Approach

Neighbors shared existing hash-protected data on their current customers to Social Signal via Google Sheets. Social Signal segment-matched records by hashed-email with ZIP code fallback.

This transformed the static “customer list” data into a live “poll” of Neighbor’s customer base.  

Social Signal provided an interactive dashboard to bring the data to life and connect into the >1,000 Persona™ attributes available for each customer segment.

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Customer Value Matrix Dashboard

This visualization of customer data , called a Strategy Map, gives Neighbors’ execs a one-page view of profit-focused, customer-first strategy.

Map key:

• X-axis (left-to-right): Persona Segment indexed to population. L02 LOVES this brand!
• Y-axis (bottom-to-top): Customer Lifetime Value.  I03 spends nearly 2x more!
• Bubble size:  % of customer file.  Lots of Lo2 and M04’s!

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Data that had just been “historical” was transformed into a forward-looking strategy map.  “Which bubbles should we make bigger?  Move up?  Move right?”  Marketing strategy decisions gained a rich context that is not buried in pages of jargon.

Ongoing Marketing Improvement

Neighbors’ agency added a Social Signal Beacon™ to the company’s website— a 1-line HTML snippet, added to the footer in a minute or two.  

The beacon anonymously and instantly segments every Neighbors website visitor from a datacenter <40ms away.  Visit, segment and other data are accumulated to build month-by-month snapshots, plus daily insights on progress.

Neighbors now has a living strategy map, showing them at a glance the customer segments that are actually “showing up” on their digital doorstep.  

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Many marketing technology case studies focus on dramatic improvements.  For this customer, knowing that online marketing efforts were driving traffic from the highest value customer segments was a huge confidence booster, justifying market expansion and an increased focus on digital marketing.  Look at those I03’s!

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Neighbor Services, Inc. Daily Visits Mapped By Location

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Social Signal is working next with Neighbor Services, Inc. to raise conversion rates by instantly customizing website content by Persona segments.  When an I03 or M04 visitor hits the site, website content will be tailored to them. Equally importantly, Neighbor Services, Inc. will save marketing resources by providing standardized content for roughly half of visitors in lower-LTV segments.

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Neighbors Conclusion

Gartner reports that fewer than 18% of organizations have achieved the desired 360° view of the customer, despite the billions invested in martech. The “1st-party data” strategy of the past decade has failed.

Segment-driven insights transform digital marketing.   Rich, instant segmentation provides an actionable-but-anonymous approach to customer-centric experiences, and a foundation for further refinement with 1st-party data when and where it’s accessible.

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