Treatwell - 173tech

Marketing Analytics

All marketing channels unified into one source of truth

Objective

Unify data from Salesforce, GA4, Meta, Google, Bing and TikTok into a single, reliable view of marketing performance.

Obstacle

Treatwell needed to see value fast, connecting one data source at a time while delivering measurable impact at each step.

Outcome

Every marketing dollar tracked from ad click to LTV, across all platforms, with full ROAS visibility.

Background

Treatwell is Europe’s leading salon management platform, connecting over 40,000 salons across 13 countries with software that streamlines bookings, operations and customer experience.

Treatwell already had a strong in-house data team and solid infrastructure. What they needed was sharper marketing analytics: better insight into campaign performance, acquisition efficiency and retention. The aim was 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: Campaigns ran across multiple channels, each with its own audience and performance metrics. The long-term vision was a fully integrated marketing ecosystem, with the immediate priority of tangible results, fast.

B2B2C: Success could not be measured by Treatwell’s results alone. It also had to reflect how well their salon clients were performing. That meant tracking metrics across both sides of the marketplace: customer acquisition costs and lifetime value for salons, alongside engagement and retention rates for consumers.

Solution

Data Roadmap: Treatwell onboarded us quickly, so we got straight to work. Together with their marketing team, we built a strategic roadmap that prioritised the most pressing needs first. The principle was simple: deliver value fast, one step at a time.

Iterative Approach: As the engagement progressed, we expanded scope by bringing in additional data sources and building more complex models. This meant integrating data from across the customer journey, pulling from Salesforce, GA4, Meta, Google, Bing and TikTok. With a solid data infrastructure in place, we moved on to high-ROI projects such as lead scoring and competitor analysis.

Impact

One Source Of Truth: Our integration work connected Treatwell’s entire sales funnel, consolidating data from Google, Meta, TikTok and every other active channel into one place. For the first time, the marketing team had a single source of truth. Strategies could be aligned across departments, and decisions could be made with confidence.

Interactive Dashboards: We built custom Looker dashboards tailored to Treatwell’s needs, giving the team real-time visibility into campaign performance and customer behaviour. Alongside the dashboards, we delivered strategic recommendations to help the marketing team optimise targeting, refine segments and improve overall campaign effectiveness.

CPC Savings: Through sharper targeting and smarter spend allocation, we reduced Treatwell’s cost per conversion by 36%. A deeper understanding of high-value customers drove that improvement, boosting profitability and supporting long-term growth.