How a National Home Protection Leader Validated Digital and Built a Scalable Growth Engine
A Fortune 5000 home protection subscription business had built its entire acquisition model on Direct Mail. With the channel saturating, they needed to validate digital — but had no tracking, attribution, CRM, or benchmarks to build from. We built the full infrastructure and confirmed digital viability with pLTV:CAC 10% above target.
A legacy acquisition model hitting its ceiling
This national home protection subscription brand had built significant scale on Direct Mail — but the channel was saturating. The strategic imperative was to shift budget into digital without compromising the strict eLTV:CAC thresholds that governed every investment decision. The challenge: there was no digital performance infrastructure at all. No tracking. No attribution. No CRM integration. No lead management system. No historical performance data to build strategy from. Digital was not just unproven — it was entirely unmeasured.
Building digital from scratch inside tight unit economics
We deployed the Exactius Data Platform for full-funnel tracking and cross-channel data integration — spanning Direct Mail, Digital, and CRM. Exactius cookie, GA4, and server-side events were integrated to strengthen attribution and lead source accuracy. Conversion-optimized landing pages were built, and onboarding paths were created to sync leads directly with the CRM. Markets were segmented by channel mix, LTV:CAC profile, and lead source to guide tailored investment by geography.
We ran iterative testing across PMAX, Facebook, Non-Brand Search, and Retargeting — with particular intensity during non-Direct Mail periods when digital would need to operate without the halo effect of mail. Real-time dashboards monitored pLTV:CAC and cohort performance by geography and channel, enabling decisions tied to actual unit economics rather than impressions or clicks.
Digital viability confirmed — with a roadmap to scale
Digital channels (excluding brand) delivered pLTV:CAC 10% above target in periods without Direct Mail support — definitively validating the channel as a viable acquisition lever within the business's unit economics. PMAX emerged as a consistent, scalable acquisition driver. Non-Brand Search showed strong efficiency and scalability potential. Facebook underperformed in isolation but returned near-target performance when aligned with mail drops. A geo-specific roadmap was created to scale acquisition by market type and margin profile — giving the business confidence to continue reallocating budget from Direct Mail to digital, backed by data rather than assumption.
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