Campaign optimization based on cross-channel marketing and sales insights

Challenge

Over the past few years, Therabody, the inventors of deep muscle massage treatment brand Theragun, transitioned from a US based massage device manufacturer into a leading Global Tech Wellness company. Aggressively ramping up their marketing efforts in China, Therabody focused on affiliate programs with offline gyms, sponsorships of major sports events, and online campaigns with their international and local brand ambassadors.

To support their sales growth and brand building activities, Therabody was in need of ongoing insights to monitor and improve the brand’s performance across the main channels in China, such as Tmall, JingDong, Weibo, WeChat, Douyin, Kuaishou, XHS, Zhihu, and Baidu.

Solution

A customized all-in-one data visualization platform. Chaoly’s team of data scientists, data analysts, and back-end developers worked on Therabody’s data analytics project to create a customized solution where data from multiple channels were accessible on one platform. Here’s the project workflow:

Kickoff: We scheduled a client kick-off to understand the client’s objective and to assess which KPIs are leading and lagging indicators of their success.

Implementation & Configuration: We set up tools to fill in the gap of missing data sources, so that the client received necessary data.

Data visualization & Reporting: We helped the client make faster and more precise business decisions with our customized, real-time dashboards (or close to real-time).

Data literacy Training: We trained the client team, their TP and marketing agency in getting them up-to-speed with data literacy. In addition, we offered customized training in specific setup and tools.

Data audit & Assessment: We conducted an in-depth analytics audit to review the accuracy of client’s data via a third-party analytics tool.

The Chaoly all-in-one platform ensures data monitoring processes in three ways:

1. Dashboards
2. Automated reports
3. Custom alerts

Results

The Chaoly team integrated data from different major Chinese platforms to obtain a comprehensive view of Therabody’s overall marketing and sales performance. Actual results were evaluated with monthly targets, maintaining market competitiveness. Campaign performances were monitored on a daily basis during large shopping festivals and the Ad-Channel Optimizer helped to improve paid campaigns on Tmall, JingDong, Weibo, Douyin, Kuaishou, and Baidu. By using Chaoly’s all-in-one insights solution, the collaboration with their TP and marketing agency improved significantly.

We provided our data analytics consulting service to ensure Therabody received necessary input from our data experts. This enabled them to respond and make decisions based on trustworthy data to support them in becoming the undisputed Premium Tech-Wellness leader.