Executive summary
How do you “hack America into healthy eating,” and grow profits at the same time? Greg Connolly, Trifecta’s CEO, wants his company to be the premier prepared-nutritious-meal business, and he knows that data-driven personalization on a mass scale is the way to do it.
He decided to take a cue from multinational food-and-beverage companies such as AB InBev that use sophisticated Treasure Data Customer Data Platform (CDP) technology and attribution models to develop direct-to-consumer (DTC) capabilities and understand customer behavior.
See how Connolly’s insight turned out to be a crucial, growth-driving decision for the young CPG company.
Treasure Data CDP is now our playground to understand our customers and do things like better targeting and segmentation, and predictive analytics. It’s also our single source of truth for the whole company, which is just what we needed.
Tessa Bicard
VP of Marketing
Trifecta Nutrition
Challenges
echnology and data are so central to six-year-old Trifecta Nutrition’s business that CEO Greg Connolly says that at its heart, the Sacramento, Calif.-based company is not just a DTC meal delivery service—it’s an app company, too. Because its app and website collect so much data about customers’ moods, preferences, and habits, the company is awash in customer data that describes everything from daily exercise logs to full eating, mood, and browsing histories.
But the process of gathering marketing data from many martech silos was time-consuming and often resulted in confusion and errors when analytics generated from one system were wildly at odds with those created by another, usually because of differences in data collection and the nuances of exactly what each system was counting.
“Two marketers at Trifecta should never have to have an argument about who our customers are,” said Kyle Pate, senior product analyst at Trifecta. And yet, that was a regular occurrence.
It was clear what the company needed: A single source of truth, presented clearly and updated constantly and automatically, to help improve results and track the company’s most important metrics.
Solution
Data unification was swift, and more than 50,000 duplicate profiles were detected and consolidated with complete unified profiles. Trifecta was able to use the resulting single customer views (SCVs) to build profiles of individuals who represented different types of customers. The result? The company’s leaders got a much more accurate view of who its best customers were, and there were some notable surprises.
Treasure Data also worked with Trifecta to feed current information into dashboards that were updated hourly or even more frequently with the marketing metrics that matter most to Trifecta.
Eventually, more than 77% of the company’s real-time metrics were coming from Treasure Data CDP, and Trifecta was able to replace Google Analytics.
Results
With Treasure Data, Trifecta can:
- Perform data unification quickly, giving a much more accurate and current view of key target personas
- Frequently update dashboards to show everyone Trifecta’s performance on KPIs
- Provide analytics and personalized suggestions to help meal and fitness consultants cut churn & keep customers happy
The impact of Trifecta’s Treasure Data CDP implementation on the company’s ability to use data has been both broad and deep, explains CEO Connolly. “Treasure Data CDP and access to real-time data is incredibly important to us—as it is to all DTC brands,” he says. “We can now connect with the end consumer on a much deeper level than retailers. We have 14 different systems feeding into Treasure Data, so having a single unified customer view helps us market more intelligently and be much more useful to our customers.”
Replacing Google Analytics as the main real-time source of data—and using Treasure Data to feed the company’s dashboards—has also made the company’s marketing as agile as some of its customers. “We can make decisions day-to-day or hour-by-hour now,” says Trifecta’s Bicard. “And we can often immediately detect if a part of our website is not working, investigate it, and fix it—rather than finding out at the end of the month or the end of the quarter that something went wrong and we lost that revenue.”
