How Blue Tokai enabled their Marketing growth by 2X and Increased their ROAS by 22% by using EasyInsights Attribution Model.

EasyInsights helped Blue Tokai to track their customer journey and orders using its Custom Attribution Model. This enabled them to clearly identify how many orders were coming organically and how many were driven by paid channels.

2X

Growth

22%

Increased their ROAS

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Meet the Brand

Blue Tokai Coffee Roasters is one of India's leading specialty coffee brands, celebrated for its commitment to quality, transparency, and ethical sourcing. By working directly with coffee farmers, Blue Tokai ensures traceability and freshness in every batch. The brand roasts beans sourced from select Indian estates and offers a diverse portfolio of single-origin coffees and expertly crafted blends, perfect for both everyday drinkers and seasoned coffee enthusiasts.

Over the years, Blue Tokai has grown beyond retail, establishing cafes and roasteries across the country, and forming strategic partnerships with retailers, hospitality businesses, and other platforms to bring specialty coffee to a wider audience.

The Challenge

Limited Visibility into Customer Journey
Blue Tokai struggled to track the complete customer journey, making it difficult to understand how customers interacted with their brand across various touchpoints.

Inability to Differentiate Between New and Repeat Orders
The brand faced challenges in tracking new vs. returning customers, making it difficult to understand customer behavior. Without this insight, optimizing marketing strategies for both acquisition and retention became a challenge.

Unclear Attribution of Organic vs. Paid Orders
Although approximately 80% of orders were believed to come from organic sources and the remaining from paid channels, Blue Tokai could not accurately attribute orders to these specific sources.

Challenges in Measuring Marketing Effectiveness
Without precise attribution data, it was difficult for the brand to understand which marketing channels were driving real results. This lack of clarity made it challenging to assess the true performance of their campaigns, preventing them from making data-driven decisions and allocating budgets efficiently across channels.

The Solution

To address the challenges of Attribution, Blue tokai partnered with EasyInsights to gain end-to-end visibility into user journeys and behavior. By implementing EasyInsights' advanced tracking pixel, they were able to accurately monitor user interactions on their website in real time.

EasyInsights platform also enabled Blue tokai to accurately distinguish between new and returning customers by using Shopify’s Customer Order Index. By integrating this data into their attribution model, EasyInsights provided deeper insights into customer lifecycle behavior, allowing the brand to optimize marketing efforts based on customer type and improve retention strategies.

By utilizing the First Click, Last Non-Direct Click, and customized Any Click attribution models, EasyInsights platform enabled Blue tokai to track the exact sources of their orders. The Any Click attribution model, specifically, helped clarify the distinction between organic orders and those generated through paid channels.

Additionally , these attribution models allowed Blue tokai to identify which campaigns, ad sets, or ads were driving results. This insight helped them to optimize their marketing efforts, allocate budgets more efficiently, and improve overall campaign performance.

The Result

2X Growth in Marketing
22% Increase in ROAS
By Solving Attribution problem with EasyInsights Blue tokai now able to-

1. Gained complete visibility into the user journey and behavior.

2. Accurately identified and segmented new vs. repeat orders.

3. Tracked the exact sources of orders, enabling smarter and more efficient marketing budget allocation.

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