More than a third of marketers are leveraging data, martech targeting tools and integrated strategies that didn’t exist five years ago—tools and strategies that have proven more effective and more cost efficient. These data strategies mean small-to-mid-sized companies can finally compete on a stage once dominated by larger marketers with their traditional buys and budgets. This insight became the foundation for an innovative, automated marketing platform created for the Schlage Lock Company by The Basement, along with resource partners: Centro, placemedia and Samba TV.

As of this writing, the program continues to collect data and evolve. This forwards a look at the situation facing the agency teams, the challenges inherent in Schlage’s marketing ecosystem and the solutions at which Schlage, The Basement and their partners collaboratively arrived.