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How Mamaearth reduced CAC by 15% and increased revenue 2X by using EasyInsights Real-time Attribution

Strategizing Growth through Analytics: Improving overall system efficiency by 20% via implementation of Realtime attribution for Mamaearth

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2X

Increased Revenue

4X

Increased Acquisition

15%

Reduced CAC

Want the same for your brand?

Meet the Brand

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Mamaearth is one of the leading FMCG brands that's all about kindness to both you and the planet. Its Asia's first brand that sells MADE SAFE Certified Products. Mamaearth is dedicated to enhancing well-being and health with ingredients that are not only effective, but also gentle. From beauty and hair care to makeup and baby products, they've got it all covered.

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The Challenge

Thus, the brand struggled to optimize peak days performance due to:

  • 1

    Delay in Attribution Insights

    With no real-time attribution in place, Mamaearth faced delays in understanding the impact of their marketing efforts. Thus, crucial opportunities for optimization slipped by.

  • 2

    Delay in Formulating Effective Campaign Strategies

    Again, there was a lack of real-time attribution data (that could be easily analyzed). Therefore, marketing team couldn't timely step in to strategise, and optimize campaign performance. This lead to ad spend wastages. It was most acutely felt during the critical sales period when consumer behavior and market dynamics changes rapidly.

  • 3

    Inefficiency due to Manual Reporting

    Manual reports were simply inefficient. They were riddled with inaccuracies, and non-feasible in terms of time and effort for realtime reporting.

  • 4

    Adverse Effects on Key Metrics

    The lack of real-time optimization increased the risk of ad spend wastages. This meant that the ROAS was greatly reduced

The Strategy

EasyInsights created an efficient process for cross-platform and full-funnel data stitching, providing a standardized template for data analysis. The purpose here was to generate actionable insights quickly. We implemented a sophisticated but simple structure that included Pixel implementation, real-time LND attribution, and other advanced algorithms - all powered by EasyInsights.

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Data SourcesData stitching in real-timeCross-platform data for instant marketing insights.

The Execution

  • 1

    Bringing all Marketing Data at one place

    EasyInsights collected data from all ad platforms via API hits.

  • 2

    Implementing real-time LND Attribution

    EasyInsights was used to implement real-time LND attribution for website orders, built on cookie ID and session ID, storing this information for all users and sessions.

  • 3

    Addressing GA's latency issues

    Since GA data has some latency in reflecting real-time numbers at large scale, EasyInsights Pixel was added to Mamaearth's website. This helped us to directly track purchases in real time. This allowed EasyInsights to provide dashboards on real-time, accurate data, giving clear visibility during flash sales and facilitating immediate ROI tracking.

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  • 4

    Automated Alerts and Notifications

    The introduction of automated alerts ensured that Mamaearth's team received immediate notifications when key metrics exhibited any anomaly, making room for swift intervention and course correction. This proactive approach enhanced Mamaearth's ability to optimise campaign performance.

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  • 5

    Customising EasyInsights for Mamaearth

    Advanced algorithms, typically not available on other platforms, were added to EasyInsights. This made for a potent tool that ensured Mamaearth's Marketing Success - because these algorithms were created in collaboration with the Mamaearth Team.

    EasyInsights was used to allocate marketing spend across different products. By mapping costs and revenue, Mamaearth would now be able to calculate ROI for each product, category, and sub-category

The Result

With EasyInsights comprehensive real-time LND attribution mechanism, Mamaearth was able to

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    Plug ad spend wastages based on real-time stitched data

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    Act in real-time to course correct marketing campaigns, which was especially helpful during flash sales.

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    Shift to automated, accurate dashboards based on real-time data

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    Allocate marketing spend across different products. By mapping costs and revenue, Mamaearth could now calculate ROI for each product, category, and sub-category

This lead to an overall 20% increase in system efficiency. EasyInsights enabled Mamaearth to analyze marketing performance effectively, boosting their ROAS and overall scale. The increased efficiency propelled Mamaearth to a path of accelerated growth, helping them become a well-known brand across the country.

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