Reach depth, not just match rate
This retailer is the largest U.S. seller of recreational vehicles, gear, and outdoor living products. Its CRM file holds nearly 885,000 records and represents its most valuable marketing asset: real customers who have purchased, browsed, or engaged with the brand.
Match rate alone would not answer the question that mattered. Every matched customer sits behind some number of phones, emails, browsers, and connected devices, and that number determines how many digital surfaces the retailer can actually reach them on.
All 19 matching rules, all identifier types
Deep Sync ran the full CRM file with all 19 matching rules enabled and appended every available identifier type against the identity graph. With all rules active, Deep Sync resolved 83.5% of the 884K-record CRM, leaving less than 1 in 6 customers unaddressable.
What gets appended per match
For every matched record, Deep Sync appends a rich set of digital and offline identifiers, multiplying the reach potential of each customer.
| Identifier type | Multiplier | Match rate | What it means |
|---|---|---|---|
| Device ID | 4.9× | 53.8% | Nearly 5 device identifiers returned per matched customer, the single most powerful reach amplifier. |
| UUID (device / browser) | 2.5× | 69.1% | 1.28M unique device IDs appended from 510K matched records, a 2.5× expansion of digital coverage. |
| Phone | 2.4× | 58.1% | Multiple phone numbers per customer enable SMS, call matching, and phone-based lookalike audiences. |
| 2.3× | 52.8% | Incremental emails beyond the CRM baseline, adding new activation pathways per known customer. | |
| IP address | 1.4× | 44.1% | Enables household-level targeting and CTV/OTT audience matching. |
The multiplier is what turns a known customer list into reach: every match Deep Sync returns comes with the devices, browsers and connections that customer actually uses.
“Match rate tells you how many customers you can find. The multiplier tells you how far each one actually goes. Nearly five device identifiers per matched customer is the difference between owning a list and owning an audience you can reach on every screen that customer touches.”
All retailers have CRM data to start with.
Profile Enrichment delivers more reach, more devices, and more platforms from the customers you already know. But what happens when you don't have that file? When 95% of your buyers walk out the door completely anonymous?