OVERVIEW
Bridge Marketing is founded on a unified platform integrating multichannel data, advanced analytics, cloud-based data hygiene, and segment targeting technologies. The Marketing Operations teams at Bridge Marketing enable businesses to increase marketing performance with end-to-end marketing solutions and data services.
Challenge
Bridge Marketing needed to leverage their massive dataset of 25 million business contacts for targeted marketing campaigns. However, the data faced several challenges:
Inconsistent Format and Duplicates:
The data originated from various sources, leading to inconsistencies and duplicate records.
Unstructured Job Titles:
Job titles lacked standardization, making targeting specific professionals difficult.
Identifying Healthcare Professionals: The data lacked explicit identification of healthcare workers, hindering targeted marketing to this valuable audience.
Solution:
We developed a comprehensive business analytics and firmographics platform to address these challenges:
Data Cleaning and Normalization:
We implemented a robust data cleansing process to standardize formats, remove duplicates, and ensure data quality.
Intelligent Job Title Detection: We integrated with O*NET, the US Department of Labor’s occupational information system, to accurately identify relevant job titles within the unstructured data.
Healthcare Worker Identification and Taxonomy Mapping: We developed a proprietary algorithm utilizing the National Provider Identification (NPI) database and NUCC Health Care Provider Taxonomy Codes to identify and categorize healthcare professionals within the dataset.
Results:
The platform empowered Bridge Marketing’s clients with:
Improved Audience Targeting:
Precise identification of targeted audiences, including specific corporate executives, based on accurate firmographic and job title data.
Effective Marketing Campaigns:
Ability to tailor marketing messages to specific audience segments, leading to increased campaign effectiveness.
Enhanced Sales and Reputation:
Bridge Marketing experienced significant sales growth and solidified its reputation for providing clean and actionable data.
TECHNOLOGIES
Symfony
PostgreSQL
JQuery