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

Meet the Brand

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.

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& 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& 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

The primary objective for the brand was to identify a way that can bring data which was scattered across different platforms, devices& sources to a commonplace. This would help in easy consumption of data& be helpful in getting quicker analysis.

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& other advanced algorithms - all powered by EasyInsights.

Data Sources Data stitching in real-time Cross-platform data for instant marketing insights.

The Result

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

• 

  Plug ad spend wastages based on real-time stitched data

• 

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

• 

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