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
2X
Increased Revenue
4X
Increased Acquisition
15%
Reduced CAC
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
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-
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A Lack of availability of real-time, actionable data
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Manual data stitching, which increased the risk of human error
Thus, the brand struggled to optimize peak days performance due to:
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1
Delay in Attribution InsightsWith no real-time attribution in place, Mamaearth faced delays in understanding the impact of their marketing efforts. Thus, crucial opportunities for optimization slipped by.
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2
Delay in Formulating Effective Campaign StrategiesAgain, 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.
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3
Inefficiency due to Manual ReportingManual reports were simply inefficient. They were riddled with inaccuracies, and non-feasible in terms of time and effort for realtime reporting.
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4
Adverse Effects on Key MetricsThe 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, and sources to a commonplace. This would help in easy consumption of data, and 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, and other advanced algorithms - all powered by EasyInsights.
Data SourcesData stitching in real-timeCross-platform data for instant marketing insights.
The Execution
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1
Bringing all Marketing Data at one placeEasyInsights collected data from all ad platforms via API hits.
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2
Implementing real-time LND AttributionEasyInsights 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.
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3
Addressing GA's latency issuesSince 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 NotificationsThe 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 MamaearthAdvanced 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.
