Overview
A large membership organization found itself at a tipping point. Fragmented data infrastructure was straining operations, inflating costs, and eroding member trust. They needed a partner to help untangle their data and restore confidence in their records.
-
$1.1M
in cost savings -
20,000
new members in year 1 -
7M
incremental prospects
The challenge
The organization was running three overlapping data sources at once. Costs climbed, and data integrity suffered as records conflicted across platforms. Members experienced the fallout through inconsistent communication, irrelevant offers, and duplicated outreach. The organization faced a hard truth: they couldn't scale their membership program without first untangling their data.
The approach
Merkle’s Data Valuation Lab identified a single, superior data set to replace all three sources. The Lab evaluates data performance across four critical dimensions: coverage, accuracy, descriptive power, and predictive power. This new data set outperformed competitors across all dimensions. The Lab proved the data set's strength through:
- Broader reach: 81% population coverage, versus the competitor average of 46%, meant the organization could reliably reach more of the right people.
- Smarter segmentation: A 14% lift in descriptive power indicated that new data variables actually translated into meaningful audience segmentation.
- Confident automation: The data proved reliable enough to power automated, data-driven decisions with confidence.
- Trustworthy data relationships: Variables showed 4 of 7 correlation accuracy, validating that the data was stable and reliable.
The outcome
By consolidating to a single, high-performing data set, the organization reduced costs and eliminated operational complexity. They can now reach more prospects with stronger audience accuracy and deliver more relevant member experiences. The organization moved from managing three conflicting systems to one unified, Lab-validated data foundation, freeing up resources to focus on data strategy rather than data maintenance. With confidence in their data, they can make smarter, faster decisions that fuel sustainable growth.
Overview & key takeaways
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Viverra aliquet eget sit amet. Donec pretium vulputate sapien nec. Ornare lectus sit amet est. Viverra ipsum nunc aliquet bibendum enim facilisis gravida neque convallis. Nunc faucibus a pellentesque sit. Eget mauris pharetra et ultrices neque ornare aenean euismod. Ac turpis egestas sed tempus urna. Sed lectus vestibulum mattis ullamcorper velit sed ullamcorper morbi tincidunt.
Services
Experience & Commerce
Industry
Automotive
Market
Europe
Tech Partners
Adobe
