A Marketing Analytics Case-Study: RealEats Edition
Case Background:
Real Eats Inc. is an e-commerce subscription box service based in New York.
Unlike other subscription box services, Real Eats delivers its customer’s healthy meals made by world-class chefs that can be heated and served in as short as 6 minutes.
Growing at an extremely fast rate and increasing their advertising spend on a monthly basis, Real Eats seeks to establish a measurement strategy across their digital marketing campaigns and figure out the best way to optimize their marketing within and across channels.
RealEats wanted to find creative ways they could better utilize their data to run more efficient marketing campaigns.
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Case Assessment and Challenges:
During the preliminary assessment, the Humanlytics team identified the following analytics challenges at Real Eats.
First of all, being a subscription-based business, many of the built-in analytics modules of the company’s Shopify e-commerce platform are not perfectly integrated with platforms such as Google Analytics, resulting in revenue inconsistencies across Shopify, Facebook and Google Analytics.
Secondly, many of the metrics collected internally at the organization are inaccurate.
Most notably, there are significant confusions around window-based and last-touch conversions across channels, resulting in vastly inflated conversion numbers attributed to certain channels.
Thirdly, all of the reporting within the company are compiled manually, which gives room for human errors, and other inefficiencies.
Finally, all of the challenges presented above resulting in the company not being able to draw advanced insights from their digital analytics data, due to both lack of data and lack of accurate data.
Solution and Next Steps:
To help Real Eats truly leverage their digital analytics data, the Humanlytics team first conducted a comprehensive assessment across all digital platform in place at Real Eats.
Then, we used our Dataslinger engine to draw data from all of those platforms and establish metric standards for metrics such as Cost per Customer Acquisition, Revenue, and Transactions.
These metrics are compiled automatically into a Google Sheet on a daily and weekly basis, enable the team to easily access those metrics.
Daily and weekly reports are also sent via email to further enable ease of access to those key metrics.
With all of the data integration, our DataSlinger engine is able to rapidly slice and dice through all relevant metrics and dimensions of real eats’ data on a weekly basis, informing the marketing team significant changes in key dimensional attributes (such as platform, geographic location, audience group).
We also provided the company with many custom-built analytics modules, such as a dynamic CAC calculation feature that show the company’s most effective ads by the audience, ad type (prospecting, remarketing), and other important variables — all of those custom modules are built to performs analysis automatically without additional cost to the company.
As an ongoing project, the Humanlytics team is continuously supporting analytics advancements at Realeats with various cohorts analysis tasks such as helping the team identify customers with a high risk of churn, and the most ideal time to deliver coupons to those customers to maximize their lifetime value — all done automatically.
Here is the exact analytics process we used to support RealEat’s growth:
At Humanlytics, we are the leading provider of Marketing Data analytics services.
Our Dataslinger tool is designed to help you bypass any analytics hurdles and make analytics at your business effortless.
We currently support integration with Google Analytics, Facebook Ads, and Google Ads, and e-commerce platforms, so if you are integrated, don’t hesitate to reach out to us at bill@humanlytics.co, or visit our website at www.humanlytics.co for more information about what our product can do for your business.
