How Simba Sleep improved Meta ROAS 30% with RFM Segments
Simba Sleep is a nine-year-old DTC brand revolutionizing the way people sleep. As a certified B Corp, Simba upholds high standards of social and environmental performance, supporting underserved communities and focusing on sustainable growth. With a product lineup of premium mattresses, bedding, and sleep accessories, Simba has grown to a 70% brand awareness in its target market. Led by Marketing & Ecommerce Director Jon Moore, Simba’s lean internal team and multiple agency partners manage a multi-million-pound marketing budget across a complex mix of online and offline channels.
Challenge
Fragmented attribution: Before Triple Whale, Simba relied on disparate tools like GA4 and individual ad platform data, plus offline tests (TV, radio) and MMM modeling. None provided a unified, cross-channel view.
Long, complex purchase cycle: Buying a mattress is a considered purchase involving multiple decision-makers, devices, and channels over weeks or months. Assigning ROAS and understanding the true impact of each marketing channel was difficult.
Unseen referral & return customers: Simba’s internal tools severely underestimated repeat and referral-based sales, missing a key growth lever.
“No attribution tool is 100% accurate—it’s just a point of view. But we could never get a holistic view that encompassed all online and offline channels. Triple Whale finally gave us a unified perspective.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep
Solution
Triple Whale’s platform brought all of Simba’s sales and marketing data into one place. With flexible attribution models, a post-purchase survey, and an easy-to-use segmentation builder, Simba finally saw the full customer journey. The Total Impact model allowed them to confidently evaluate offline vs. online spend. Meanwhile, the post-purchase survey revealed a much larger pool of returning and referral-driven customers than previously known. Simba also leveraged the segment builder to sync high-value segments to Meta, Google, and Klaviyo, improving both campaign targeting and CRM flows.
“The Triple Whale post-purchase survey was a turning point. We discovered a massive referral base we were missing. This insight alone changed our strategy for next year.” – Jon Moore, Marketing & Ecommerce Director at Simba Sleep
“It’s the only platform that allows us to have a unified view, on and offline, helping us make smarter decisions about where to invest our marketing dollars.”