Marketing Mix Modeling,
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Transforming Marketing Strategy with Track at Care/Of
Care/Of, a personalized vitamins and supplements DTC brand, achieved significant growth by adopting an analytically-driven marketing approach, leveraging Track by Rockerbox. The brand faced challenges in understanding the effectiveness of their marketing channels and data.
By choosing Track, Care/Of gained comprehensive insights into their marketing efforts, eliminated non-incremental touchpoints, and improved their Return on Ad Spend (ROAS). Track empowered Care/Of to build a data-forward culture and make smarter marketing decisions, leading to successful scaling and future growth.
The Problem:
Limited Visibility Into Marketing
Care/Of faced challenges in measuring the impact of their marketing efforts. They lacked a holistic view of their marketing performance, making it difficult to identify effective product lines and allocate budgets wisely.
Additionally, they struggled with understanding the incremental value of certain touchpoints, such as whitelisted influencer retargeting on Facebook, for specific product lines.
This limited visibility hindered their ability to optimize their marketing strategy for better ROI on individual products.
The Solution:
Harnessing the Power of Track and Journey Multi-Touch Attribution
With Journey’s multi-touch attribution capabilities, Care/Of was able to analyze the effectiveness of each marketing channel for specific product lines and eliminate non-incremental touchpoints that overlapped with other tactics. They successfully scaled hard-to-track channels, such as influencers and podcasts, for certain product lines by leveraging Track's robust measurement methods. Furthermore, using Track's de-duplicated ROAS, Care/Of achieved a 46% improvement in Facebook ROAS for targeted product lines through precise campaign, ad set, and ad level optimizations.