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Strategizing Growth through Analytics: Improving overall system efficiency by 20% via implementation of Realtime attribution for Mamaearth
Increased Revenue
Increased Acquisition
Reduced CAC
Want the same for your 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.
Scattered data across multiple platforms was hindering the brand's growth. Moreover, Mamaearth hosts Sale Days - these are peak days when the marketing budget is 20x more than regular days.
There was-
A Lack of availability of real-time, actionable data
Manual data stitching, which increased the risk of human error
Thus, the brand struggled to optimize peak days performance due to:
1
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
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
Manual reports were simply inefficient. They were riddled with inaccuracies& non-feasible in terms of time and effort for realtime reporting.
4
The lack of real-time optimization increased the risk of ad spend wastages. This meant that the ROAS was greatly reduced
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.
EasyInsights collected data from all ad platforms via API hits.
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.
Since GA data has some latency in reflecting real-time numbers at large scale, EasyInsights Pixel was added to Mamaearth's website. This helped Mamaearth to directly track purchases in real time. Their Marketing team now had access to real-time, accurate data, giving clear visibility during flash sales and facilitating immediate ROI tracking
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.
5
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& sub-category
With EasyInsights comprehensive real-time LND attribution mechanism, Mamaearth was able to
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. Book a demo
With EasyInsights, get on-request custom data models that suits your business. We can build any use case that can be powered by first party user data.
Top brands use EasyInsights for accurate conversion tracking on Meta, Google Ads & GA4.
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