MeUndies - 173tech

Marketing Analytics

Granular marketing analytics with a direct link to orders

Objective

To centralise all growth metrics internally and establish full visibility over marketing performance.

Obstacle

An outdated, fragile data infrastructure that could not be replaced without risking system collapse.

Outcome

MeUndies no longer relies on any external agency for data-driven marketing decisions.

Background

MeUndies is a global underwear and loungewear brand that experienced rapid growth during the pandemic. However, as the business scaled, visibility into marketing performance lagged behind. Over the years, multiple contributors had built upon their data infrastructure, creating a precarious ‘Jenga’ situation, one wrong move could bring the whole system down.

Despite several attempts to migrate to a new solution, each project had stalled due to the complexity and risk involved. MeUndies turned to 173tech to bring structure, clarity, and modern analytics capabilities, all without starting from scratch.

Challenges

Embedding: Many organisations grapple with legacy systems and tangled data infrastructures. While full-scale rebuilds can seem tempting, they often take years to deliver impact. MeUndies chose a more strategic path: to focus on iterative improvements to their core marketing operations rather than a costly and disruptive overhaul.

Limited Data From Tools: Initially, MeUndies’ marketing analytics were basic, offering insights limited to email opens and clicks. There was no clear link between customer engagement and actual orders. If a customer viewed an email and later made a purchase, the two actions existed in isolation, meaning attribution was virtually impossible.

Solution

One Source Of Truth: To tackle this challenge, we started by integrating and modelling data from Iterable, MeUndies’ primary email and SMS platform. Working closely with their internal team, we mapped out key concepts and then refactored their data structure to provide deeper, more meaningful insights.

Add More Sources: Once this foundation was in place, we expanded our efforts across multiple marketing channels, including GA4, Google Ads, TikTok, Snapchat, and Sprout Social. By standardising and refining data from these platforms, MeUndies was able to gain a holistic view of their entire marketing activity. Additionally, by refactoring their repository, we enabled intraday reporting, eliminating delays in accessing performance data and making real-time insights possible.

Impact

Control: Our work in restructuring MeUndies’ marketing data infrastructure had a transformational impact on their operations. They regained control over vital growth metrics, enabling them to track CPA down to the ad level, detail that was previously impossible. This newfound visibility allowed them to move away from an expensive external agency that had been managing their reporting.

Inhousing: Beyond cost savings, this streamlined data infrastructure empowered MeUndies to hire up-and-coming talent rather than relying on highly experienced (and expensive) data specialists to maintain their reporting system. By simplifying and automating key processes, we made it possible for a lean internal team to effectively manage and scale their data operations.