All Social Media & Advertising Channels Centralised
Objective
Centralise data from Salesforce, GA4, Meta, Google, Bing & TikTok
Obstacle
Working iteratively to unlock value with each data source.
Outcome
All social media channels centralised, modelled & dashboarded.
Background
Treatwell, the industry’s smartest salon management software, connects over 40,000 salons across 13 countries, backed by a robust data stack and a skilled in-house data team. Despite their strong foundation, they sought specialised expertise in marketing analytics to gain deeper insights into campaign performance, optimise customer acquisition costs, and refine retention strategies. By enhancing their marketing analytics capabilities, Treatwell aimed to unlock greater value from their data and drive more strategic growth in an increasingly competitive market.
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.
The Proof Is In The Numbers...
42%
6
9
Implementation
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.
