Bootstrapped and led by Co-Founders Giacomo Imperiolini & Simone Spizzichino, EcoBio Boutique is an Italian cosmetic brand with a clear mission: to combine science, love, technology, and eco-sustainability to enhance the natural beauty of every woman. Their formulas feature a high concentration of active ingredients, 100% natural formulations, and are dermatologically tested to ensure maximum effectiveness on all skin types.
Challenges
Giacomo and Simone built EcoBio Boutique into a massive, well-known cosmetics brand in Italy - but come 2022, they were seeking further growth, and knew it was time to expand to new markets. Launching new ad accounts comes with a variety of challenges, and the team decided that they wanted to have the most accurate attribution and customer data possible to best serve their new audience.
According to Giacomo, “we didn’t understand the data - one day it’s good, one day it’s not good. We didn’t know how to optimize like with our Italian store.” After hearing about Triple Whale from a friend, and seeing a Youtube video from an American marketer using the platform, the team decided to implement the Triple Pixel.
Solution
The Triple Pixel brought data clarity and accuracy to their newly-launched accounts shortly after onboarding. Giacomo was especially delighted by the detailed insights - a clear visualization of his new market’s customer journey, product purchasing behaviors, and lifetime value data.
Results
Giacomo uses Triple Whale daily to assess the health of the business. He also regularly shares Pixel insights with his marketing team for various optimizations - be it on ad creative, web, email, SMS, and more. Here are just a few of the ways he’s leveraged Triple Pixel insights to profitably scale EcoBio Boutique in a new market:
- Optimizing Marketing Channels Based on Customer Journey Insights: Giacomo’s favorite feature in Triple Whale is the Customer Journeys page, in which he can explore aggregated customer touchpoints to conversion. He uses this view to see how customers interact with the various platforms the brand is advertising on in order to optimize ad creative for each channel and stage of the funnel. Using this data, he’s been able to identify that Facebook is the primary first-touchpoint for his converting customers - thus enabling him to optimize other platforms like Pinterest by dedicating the channel to lower-funnel campaigns. He’s also been able to tangibly quantify the value of SMS marketing for cart abandoners, and scale up these efforts for maximum efficacy.
- Refining Ongoing Marketing with Product Journey Insights: Giacomo uses the Product Journey page in order to dig into customer buying behaviors. This view has clearly identified which product leads to additional customer purchases, and the team continues to optimize ongoing email and SMS marketing to feature follow-up products to extend customer LTV. “It’s amazing,” Giancomo said. “We are seeing in our email marketing the improvement from reading this data and putting it into practice.”
- Extending Customer LTV with the LTV 60/90 Days Page Data: Using the LTV 60/90 Days page, Giacomo explores which purchased products result in the greatest customer LTV. He then builds acquisition advertising campaigns for these products, and can adjust his target CPA based on the predicted customer product journey. “We know that the CPA for our new customer can be higher than the price of the first product,” Giacomo said, “because we now know that in 90 days, for example, the customer will come back for the second product, and we can make more Euro.”
