More data was never the answer
If your data problem could be solved by having more data, a leading U.S. retailer would have solved it long ago. With approximately 75% of its customers enrolled in its loyalty program, it had 141.7 million customer records, a world-class loyalty program, and decades of purchase history. Yet when the company uploaded its CRM to the platforms where it spends its media budget, roughly 1 in 4 customers simply did not match, not because the customers were not real, but because the identifiers were incomplete.
A leading U.S. retailer partnered with Deep Sync to enrich its full CRM file and measure the impact across five major activation platforms, quantifying lift in both match rates and addressable audience size.
Enrich, verify, activate
Deep Sync processed the full CRM loyalty file. For every record, we attempted to append or verify email addresses (primary and additional), phone numbers (primary and additional), physical address (full address, city, state, ZIP), and name fields.
| Identifier | Verified match rate | Key outcome |
|---|---|---|
| First name | 89.79% | Near-complete name coverage across all records |
| Last name | 90.67% | Enables deterministic name + address matching |
| Physical address | 58.65% | Critical for Google Customer Match and direct mail |
| 5-digit ZIP code | 70.43% | Enables geographic audience targeting |
| At least one email added | 23.14% | Net-new emails appended to records with none |
| At least one phone added | 19.45% | Incremental phone numbers for call and text activation |
Net-new identifiers beyond the CRM baseline, creating entirely new contact pathways to customers who were previously unreachable.
Platform match rate lift across five channels
The profile enrichment is the mechanism. The platform match rate is the outcome. Here is what happened when the retailer's original file and the Deep Sync enriched file were tested side by side across five major activation platforms.
| Metric | Original file | After Deep Sync | Lift | % increase |
|---|---|---|---|---|
| Total matched | 105.9M records | 119.3M records | +13.4M records | +12.7% |
| Devices reached | 792.9M | 970.3M | +177.4M devices | +22.4% |
| Overall match rate | 74% | 84% | +10 pts | +13.5% |
| Gmail reach | 37M | 36M | — | −2.7% |
| Search reach | 45M | 50M | +5M | +11.1% |
| YouTube reach | 44M | 49M | +5M | +11.4% |
| Display reach | 41M | 44M | +3M | +7.3% |
| Platform | Original file | After Deep Sync | Lift |
|---|---|---|---|
| Meta | 98–115M · 69–81% | 126–148M · 89–104% | up to +23 pts |
| 101.6M · 71% | 114.9M · 81% | +10 pts | |
| Snapchat | 92.3M · 65% | 109.2M · 77% | +12 pts |
| UID2 (The Trade Desk) | 73.2M · 51% | 94.4M · 66% | +15 pts |
“The same file. The same customers. But after Deep Sync, the retailer could reach 177 million more devices on Google alone. That is not a marginal improvement, especially given that Google has the most reach on the internet. That increase makes it a fundamentally different marketing capability.”
If their gap was 26%, yours is probably larger
One of the most sophisticated retail marketers in the country had a 26% identity gap in its CRM. Profile Enrichment fixes who you can reach. The next question is how far each match goes: how many devices one customer owns, and how many households.