Digital Dream Labs

CASE STUDY

Digital Dream Labs + orita

Removing Marketing Waste While Improving Responsiveness

Digital Dream Labs is an ed-tech company with a suite of robots, video games and a very passionate following. After experiencing viral success, they knew their marketing lists were a mess. They turned to Orita to unify and clean their data, helping them narrow their customer list to those customer who would potentially make a purchase.

4

customer data sources

2.4 million

active emails in marketing platforms

1.5 million

real people to interact with

>37%

reduction in email marketing spend

The Challenge

After a major acquisition, a Kickstarter campaign, and a promising amount of pre-orders from their Shopify store, Digital Dream Labs found themselves with millions of emails in their database. Because all of these customer records came from different sources, Digital Dream Labs didn’t understand exactly how many of them represented individual people who might actually buy their products.

The Solution

While a data warehouse might have seemed an obvious answer, it would only tackle part of the problem. Even when the data is all in one place, it still doesn’t resolve individual people across data sources. If done manually, this can take a dedicated resource weeks to complete. And there’s a ton of room for error or misunderstanding. With Orita’s data confidence platform, the team from Digital Dream Labs was able to quickly upload customer records from several sources and receive the cleaned dataset in just a few days.

Do we have two John Smiths in Klaviyo or just one? If two, which one pre-ordered the robot on Shopify? Is he related to the John S. that has been bugging our CX team in Salesforce every week?

The Results

Orita’s data confidence platform processed 3 million customer records across four data sources, showing definitively that 1.5 million of the email addresses belonged to individual people. If the marketing team had used the existing email lists in Klaviyo and ActiveCampaign for the next campaign, they would have spent around 37% more than necessary. A massive amount of waste for a growing brand.

Where did the duplicates come from? Some of the duplicate accounts were from pre-acquisition customers following their beloved robots. Others were test accounts from their software development team. Many were brand new customers that signed up twice by mistake. Unfortunately, a fair number were spam accounts…a problematic trend for any sort of viral campaign.

With an accurate picture of the brands’ customer and the customer journey, Digital Dream Labs could build a cohesive marketing strategy that they knew would work. And a marketing strategy without a wasted budget. After orita, they were all ready for their next viral moment.

Be like Digital Dream Labs. Sign up for orita today and instantly increase your email ROI.