Consumer packaged goods: 70% enrichment rate leads to jump in marketing engagement

A leading consumer packaged goods (CPG) company selling through major marketplaces such as Walmart and Target wanted to maximize the value of its customer data. While the brand had a steady flow of buyer information, many records were incomplete, limiting the company’s ability to engage effectively across channels and accurately measure marketing impact.

Challenge

Incomplete and outdated customer records were preventing the company from:

Reaching buyers through key channels like SMS, email, and direct mail

Accurately tracking campaign impact across offline and online touchpoints

Building high-conversion audiences for prospecting and retargeting

These data gaps led to missed revenue opportunities and contributed to inefficient ad spend.

Solution

Leveraged IDI’s advanced identity resolution to enrich partial customer records with full contact details (email, phone, address) and demographic insights

Matched enriched profiles to digital advertising platforms, enabling retargeting and look-alike audience creation

Appended contact data to offline buyers, enabling digital outreach and improved attribution

Supported omnichannel engagement by expanding enriched data into targeted marketing lists for SMS, email, direct mail, and online ads

Results

70% of records enriched, transforming thousands of fragmented data points into complete, actionable customer profiles.

5%+ marketing engagement rate, significantly exceeding standard CPG benchmarks.

1:1 look-alike audience match, enabling the targeting of tens of thousands of prospects with similar purchase behavior.

100% digital activation of offline buyers, ensuring no customer segment was left unengaged.

By transforming incomplete records into rich, actionable profiles, IDI enabled the client to unify its marketing strategy across channels, improve targeting precision, and capture more revenue opportunities.

As the client shared:

IDI’s data allows us to turn every buyer—online or offline—into a full-funnel opportunity. We can now reach, engage, and convert customers we previously couldn’t touch.

idiMARKETING snapshot

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

For more information about this case study or to learn more about IDI and its consumer intelligence solutions, please contact IDI at 877-220-9699, by email or contact us.