Industry:Health & Wellness

Leveraging Advanced Attribution to Elevate Supplement Sales

Discover how Plytrix tailored a multi-touch marketing attribution model for a growing supplement manufacturer, driving customer loyalty and boosting efficiency.

TECH STACK

Illustration of a spilled jar of various supplements and pills on a blue background

38%

Improved TACoS

Total Advertising cost of sale improved by reducing marketing cannibalization

50%

Increase in overall ROAS

Of churn predictions, using enhanced ML model

66%

Increase in Facebook ROAS

Hitting an all-time-high in performance for the brand

Tackling Growth and Competition Challenges

In the evolving landscape of the health & wellness market, a leading supplement manufacturer was seeking innovative ways to not only sustain its rapid growth but also to capitalize on a shift towards online shopping. The challenge was twofold: distinguishing its e-commerce presence amidst increasing competition and enhancing the effectiveness of its online marketing to foster customer loyalty and subscription conversions.

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Custom Attribution Model for Precise Marketing

Plytrix responded to these challenges by developing a custom multi-touch attribution (MTA) model tailored to the brand's unique needs. This sophisticated model went beyond traditional attribution methods by integrating various marketing channels' influence on both acquiring new customers and encouraging repeat purchases. Through a detailed analysis, Plytrix identified the optimal timing for marketing communications across channels and unveiled the hidden impacts of each channel on sales, which were previously overlooked by more conventional models.

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Strategic Adjustments and Results

Leveraging the insights gained from the bespoke MTA model, the company made strategic adjustments to its media spend. By identifying and reducing overspending on branded search terms, which was inadvertently affecting organic search results, the company reallocated its budget towards non-branded terms and Google Shopping. This shift not only mitigated the cannibalization of organic search but also significantly improved marketing efficiency without impeding customer growth. The outcomes were compelling:

A 50% improvement in Return on Ad Spend (ROAS) across all advertising channels.

A 66% improvement in Return on Ad Spend (ROAS) on Facebook specifically.

A 38% reduction in the Total Advertising Cost of Sale (TACoS), illustrating a more efficient allocation of marketing resources and a stronger online presence.

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What Our Clients Say

"Plytrix partnered with us to develop an effective Media Mix Model (MMM) which has unlocked valuable insights into the performance of our marketing channels, revealing their influence on sales and foot traffic."

Drew Addington

Slumberland - VP of Marketing

"Plytrix has been an invaluable partner for our e-commerce business. As a result, we are able to more easily uncover insights on our customer's behaviors and confidently make decisions."

Divyan Selvadurai

Earth Rated - Co-Founder

Plytrix followed through on commitments, met (and beat) deadlines, documented everything, and delivered a well-thought out and beautifully executed product— whether it be code or dashboards."

Felicia Levy

Unison - Director of Analytics

“Before Plytrix, our analytics process was largely adhoc and relied on queries against our prod database (with no visuals). Plytrix helped us level up and implemented a robust analytics stack based on Redshift &

Chris Aubuchon

Filld - CEO & Founder