D.A Gas, Heating & Plumbing offer boiler installation and servicing, central heating repairs and general plumbing work including kitchen and bathroom installations, covering Essex, Hertfordshire, and parts of London.

They frequently test a range of advertising channels, including print advertising, directory listings and social.

The company had collected customer data and used this to run regular CRM activity, but had no real understanding of what these customers looked like and which areas were most profitable for their business.

The brief to SMART-Insight was to provide an initial overview of the whole customer database, identifying whether particular audience profiles were of greater value than others and how the business was performing in its key areas around Essex and East Hertfordshire.

Our analysis helped D.A Gas, Heating and Plumbing to use this analysis for future advertising planning – targeting areas of opportunity where we were able to show that their business levels were not as high as other areas, despite the audience being right for their business.

This has helped grow the business in key areas and SMART-Insight are now providing ongoing assistance to seek out opportunities for targeted advertising activity.