Led by co-founders Gabriel and Abhilash, Chai Guys is a London-based brand that specializes in making top-tier chai using the highest-quality, responsibly-sourced ingredients. Chai Guys seeks to bring authentic, delicious, and soul-warming chai to homes around the world! The brand has multiple retail storefronts in the UK in addition to selling their chai tins and refills worldwide.
Challenges
Prior to implementing Triple Whale, the Chai Guys brand was looking to in-platform ad reporting for performance marketing results - and they weren’t impressed with ROI they were seeing. Beyond the inaccurate data they were facing, they were also seeking a solution that would redirect their focus from campaign-level and ad-level reporting to a broader scope, high-level marketing performance evaluation system for the business. James, Head of Digital, had tried other analytics platforms like Supermetrics in the past, but they simply pulled on-platform reporting into an aggregated dashboard. They were missing high-level, big picture insights for the brand backed by accurate attribution data.
Solution
Chai Guys’ co-founder, Abhilash, found Triple Whale while browsing his Twitter feed. After a quick setup, the team created a custom performance dashboard that provided the visibility they needed - overall ad ROAS and MER (marketing efficiency ratio) data. The dashboard not only fed all of their digital marketing data into one place, but was easy-to-use - something much appreciated by the less tech-savvy members of the team.
Results
In addition to the data clarity that Triple Whale brought Chai Guys via the Triple Pixel and the Summary page, aggregated insights populated into the platform enabled the team to enhance their overall digital marketing strategy. Here are a few ways the team has leveraged Triple Whale:
- High-Level Performance Monitoring & Strategy Development: By evaluating digital marketing performance via a linear attribution model (overall ad ROAS) and unlocking accurate MER calculations, James & the Chai Guys team were able to re-strategize their marketing efforts on a higher level. The team has since switched to using MER as their broader “north star” metric, using this calculation to determine where to best invest their resources into further growth marketing efforts. As a result of their optimizations, the Chai Guys saw “a 20% improvement in MER from June to December in 2022 versus 2021”, according to James.
- Exploring Detailed Campaign-Level Insights: James also highlighted how Triple Whale’s data aggregation allows the team to see the broader business impact of their various marketing efforts. For example, the team turned off their Google Brand Search, as they were suspicious it was an ineffective use of marketing spend. After reviewing the data in Triple Whale, they found that Google Shopping campaigns were much more effective for the brand, and that Google’s recommended target ROAS bid strategy was inaccurate. The team used Triple Whale to adjust their Google campaigns, target higher, and ultimately raised their ROI. With these insights and optimizations, James noted that they’ve profitably “increased Google ad spend by 45%, and reduced Facebook spend by 40%”.
