How Triple Whale Helped Obvi Scale +117% After iOS 14
Obvi offers regenerative ingredients in delicious drinks, with a variety of flavors and products to please everybody.
After the iOS14.5 update, Obvi’s returns on ad spend were plummeting. The team was forced to drop their marketing budget from $600K to $300K; a disheartening setback. At the same time, Ashvin, Obvi’s CMO, was maturing Obvi’s omnichannel strategy. He wanted sophisticated insights like MER (marketing efficiency ratio) to evaluate full campaigns and N-CAC (new customer acquisition cost) to target higher LTV opportunities. At the time, the only way to acquire those business-critical metrics was by hand.
With so much time and money being wasted in the industry, Ash knew that his competitors were also searching for third-party attribution tools. But he wanted to be sure that he invested in a partner who could deliver on their promises. He found what he was looking for in Triple Whale.
Triple Whale took my entire process and automated everything. And it allows us to look at our business holistically and see which direction we’re going. Now I can tell on an hourly basis if my company is profitable or not. Having that type of power is incredible. With our old reporting, I could operate at a loss without even knowing.
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