Granular Marketing Analytics With A Direct Link To Orders.
Objective
Centralise all growth metrics internally.
Obstacle
Legacy data infrastructure that could not be replaced.
Outcome
MeUndies no longer has to rely on any agency for data-driven marketing.
Background
MeUndies is a global underwear and loungewear brand who had been growing rapidly throughout the pandemic but still had key questions around marketing visibility. The problem was that as multiple people had built on top of their data infrastructure, a ‘jenga’ situation arose in which no one wanted to touch anything for fear of it all falling down. There had been multiple attempts to migrate, but none had been successful and so MeUndies turned to 173tech to help provide structure without starting afresh.
Challenges
Embedding: Many companies struggle with legacy systems or messy infrastructure, which can be overwhelming to untangle. While addressing these issues can be important in the long run, they often provide little immediate business impact. Recognising this, MeUndies chose a more strategic approach—rather than embarking on a complete system overhaul, they wanted to focus iteratively on their core marketing operations
Limited Data From Tools: At the outset, MeUndies’ marketing analytics were limited, their reporting focused primarily on email opens and clicks, with no clear visibility into how these engagements translated into actual sales. If a customer received an email, saw the content, and later made a purchase, there was no attribution linking the two actions.
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.
The Proof Is In The Numbers...
12
115
16
Implementation
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.
