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Turning Data Into Direction: How TriMark Helped Lumos Target With Precision
Lumos Fiber, a regional internet provider delivering ultra-fast fiber connectivity across growing communities in the Southeast and Mid-Atlantic, faced a familiar challenge as its footprint expanded: reaching the right audiences in the right locations. With new homes coming online every month and constantly shifting eligibility data, traditional geo-targeting methods weren’t cutting it.
Our team developed a smarter, data-driven approach powered by our proprietary Waves Analytics platform to transform how Lumos visualizes and activates its audience data.
The Challenge: Reaching Only the Right Homes
When marketing for regional ISPs, geography and precision is everything. But when your service availability can vary house-to-house, broad targeting models like ZIP codes or DMAs often fail to tell the full story.
For Lumos, that meant relying on regional data that didn’t distinguish between fiber-eligible and non-eligible homes. It made precise audience targeting difficult and limited opportunities to scale campaigns with confidence.
TriMark saw an opportunity to change that, using address-level data visualization to ensure every ad dollar is directed where it can make the greatest impact.
The Solution: A Smarter, More Accurate Mapping Solution With Waves
Lumos provided TriMark with their database of passable home addresses — every home connected or ready to be connected to Lumos Fiber. From there, our team leveraged Waves’ data visualization to upload and map each address by its latitude and longitude.
The result was a real-time, interactive map pinpointing exactly where fiber-eligible homes were located. Instead of large geographic swaths, we could now see clusters of individual houses and identify center points for targeting, which allowed us to measure targeting radii down to a tenth of a mile — enabling hyper-local campaigns that reached customers ready for service today, not months later.
Streamlining the process further, we replaced complex data tasks with a single formatted Google Sheet that automatically syncs to the map for live updates and easy visualization.
The Process in Action: Precision Meets Performance
Each month, TriMark’s data and media teams collaborate to refine targeting and optimize performance based on the latest network and eligibility data. Leveraging insights from the Waves Analytics platform, we identify high-potential areas and deliver precise audience segments to media channels for activation across key platforms.
Campaigns are organized by audience readiness, ranging from established markets with unsold homes to newly released and soon-to-launch areas, ensuring every dollar is focused on the most conversion-ready opportunities. This dynamic approach keeps Lumos’ marketing closely aligned with real sales potential, maximizing efficiency, driving performance, and minimizing waste outside the active network footprint.
Dynamic Optimization by Penetration
Our approach evolves continuously as Lumos’ footprint grows. We monitor subscriber growth and adapt targeting parameters accordingly and based on market maturity—expanding in emerging areas, tightening around high-performing zones, and scaling back where saturation is reached.
This adaptive approach ensures paid media investments stay concentrated where opportunity is strongest, maintaining efficiency and driving sustained growth as Lumos continues to extend its reach.
The Impact: Every Dollar With Purpose
By better visualizing eligible homes and activating campaigns at the individual level, Lumos can now invest confidently in areas that are ready to convert, driving real leads and sales while minimizing overlap and waste.
What began as a data-management challenge evolved into a fully scalable precision-marketing model that grows alongside Lumos’ network and sets a new standard for data-driven geographic targeting.
When precision matters, visualization is key. With Waves, TriMark turned static address data into actionable insights, giving Lumos the clarity to see their audience, grasp opportunity and invest exactly where it counts.
TriMark Turns Data Into Action
TriMark helps brands move beyond broad geo-targeting with address-level audience strategy built for real-world activation. From eligibility mapping to ongoing media optimization, we turn complex location data into campaigns that reach the right households, reduce waste and support growth.
If your business depends on knowing exactly where to market next, TriMark can help you target with more precision.
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