---
title: Data enrichment that sharpened recruitment and engagement | Dovetail Creative
description: How data enrichment gave a national trade association 80% fewer missing data fields, 300+ new prospects and campaigns that doubled engagement.
---

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#### CASE STUDY | A NATIONAL TRADE ASSOCIATION

# Data enrichment that sharpened recruitment and engagement.

### **80%**

Fewer missing data fields

**300+**

New high-value prospects identified

**2x**

Open and click rates from segmented campaigns

**SECTOR**  
Trade association, more than 900 member organisations

**SERVICES**  
Membership, data and insight

**ENGAGEMENT**  
Deliver

## The challenge

The association knew its membership was diverse, but its records could not show it. Key details about members and prospects were missing: what kind of business they ran, how large they were, and which markets they worked in.

Without that, every campaign went to everyone, and the team had no clear way to spot the prospects most worth pursuing for membership or sponsorship.

## What we did

- Researched publicly available information on each member and prospect: business type, size and market presence.
- Enriched every record with firmographic detail, including primary industry, estimated revenue, number of employees, geographic reach and areas of focus.
- Built a machine learning model to predict and fill the gaps that research alone could not close.
- Automated the gathering of context, such as which industry events each organisation was attending, to inform outreach and event planning.

## The difference it made

Segmented campaigns now outperform general campaigns by more than two to one on opens and clicks, and recruitment effort is focused on the prospects where the return is highest.

Event marketing is guided by behavioural data, bringing more attendees from priority segments. The leadership team uses the enriched data in board reporting, strategic planning and partnership development.

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