Treatwell - 173tech

Marketing Analytics

All social media & advertising channels centralised

Objective

To centralise data from Salesforce, GA4, Meta, Google, Bing, and TikTok, creating a unified, reliable view of all marketing.

Obstacle

Treatwell needed to unlock value incrementally, connecting one data source at a time while delivering measurable impact.

Outcome

All major social and advertising platforms were successfully centralised, modelled, and visualised.

Background

Treatwell, Europe’s leading salon management platform, connects 40,000+ salons across 13 countries through powerful software that streamlines bookings, operations, and customer experiences.

Despite having a robust in-house data team and strong infrastructure, Treatwell sought to elevate its marketing analytics capabilities, turning data into sharper insights on campaign performance, acquisition efficiency, and retention. The goal: to drive sustainable growth by deepening their understanding of customer and salon behaviour.

Challenges

Costs: As Treatwell scaled its marketing efforts, they noticed an alarming trend: their advertising costs were increasing, but the impact of traditional tactics like landing pages and ads was diminishing. What once worked effectively in driving engagement and conversions now seemed less impactful, resulting in a growing gap between marketing spend and return on investment.

Versions Of The Truth: Treatwell was running campaigns across various marketing channels, each with its own unique audience and performance metrics. While the long-term strategy was to create a seamless, integrated marketing ecosystem, the immediate priority was to deliver tangible results as quickly as possible.

B2B2C: The success of their marketing and operational efforts had to be judged not just by the outcomes for Treatwell itself, but also by how well they were helping their salon clients succeed. This meant tracking a broad range of metrics, from customer acquisition costs and lifetime value for their salons, to user engagement and retention rates for their consumers.

Solution

Data Roadmap: The Treatwell team onboarded us quickly and efficiently, allowing us to dive right into the project. We worked closely with their marketing team to put together a strategic roadmap that would ensure we addressed their most pressing needs first. Our approach is always to provide value as quickly as possible, so we designed our work incrementally, focusing on delivering results step by step.

Iterative Approach: As we progressed, we expanded the scope of our work by incorporating additional data sources and developing more complex models. This included integrating data from across the customer journey, tapping into platforms such as Salesforce, GA4, Meta, Google, Bing, and TikTok. With a solid data infrastructure in place, we moved on to high-ROI projects like lead scoring and competitor insights.

Impact

One Source Of Truth: Our integration work connected Treatwell’s entire sales funnel, consolidating marketing data from all channels, including platforms like Google, Meta, TikTok, and more. This created a unified, consistent view of all marketing activities, providing a single source of truth for the marketing team. With this, Treatwell could align strategies across departments and make data-driven decisions with confidence.

Interactive Dashboards: We built custom dashboards using Looker, tailored to Treatwell’s specific needs, offering real-time insights into campaign performance and customer behavior. Alongside the dashboards, we presented strategic recommendations to the marketing team, helping them optimise targeting, refine customer segments, and improve overall campaign effectiveness for better decision-making.

CPC Savings: By optimising marketing strategies and improving targeting, we were able to reduce Treatwell’s cost per conversion by 36%. This was achieved through more efficient marketing spend and a better understanding of high-value customers, ultimately boosting profitability and supporting long-term business growth.