UMZU Case Study:
Scaling Revenue by 180% with Wicked Reports
Discover how UMZU leveraged full funnel marketing attribution to achieve remarkable growth
Key Results
“Having an attribution model that is almost directly tied to Shopify revenue is crucial. On top of that, being able to zoom out and look at the Full Impact ROI has kept our heads in 'full funnel' mode instead of just looking campaign by campaign. We can see the influence that our YouTube campaigns have on Brand Search for example. Analyzing Wicked Reports data is a daily practice at UMZU.”
ROBERT WALKER
UMZU Chief Growth Officer
UMZU NEEDED
ACCURATE MARKETING ATTRIBUTION
UMZU Overview
UMZU↗ is an ecommerce health supplement subscription company with products for helping men and women balance their hormones.
Now, they're a top YouTube advertiser in terms of overall ad spend.
But even with their successes, the UMZU team was frustrated. They discovered that ad platform data was not giving them the information they needed to get positive ROI on their ad spend.
WANT TO KNOW WHY?
Attribution Challenges
This is because ad platforms are “blind” to subscription recurring payments - Umzu’s most valuable customers!
Plus, the ad platforms didn't have the attribution model flexibility and transparency to make confident, profitable ad budget decisions.
Conversions were either missing, over-weighted, or inaccurate.
Solution with Wicked Reports
UMZU needed a reliable, accurate source of attribution data that could help them determine what channels, campaigns, and ads were working and which ones needed turned off.
After just six months with Wicked Reports, UMZU had positive ROI on paid advertising and had more than doubled their revenue with annual revenue increasing 180%.
So, How did UMZU double their MRR?
With three simple tools they found in Wicked Reports:
Additional Сoncerns
- Request
UMZU expressed concerns about the favoritism of data from individual platforms, recognizing discrepancies in sales data and instances where multiple platforms were claiming credit for the same sale. Consequently, it became challenging for UMZU to accurately assess the effectiveness of each channel.
- Solution
Wicked Reports addressed UMZU's concerns by offering a solution that enabled them to analyze ROI attribution across various dimensions in an impartial manner. This approach ensured that data was accurately and fairly attributed, providing UMZU with objective insights into their marketing efforts.
Critical Insights
UMZU uses these critical insights found only in Wicked Reports to scale their Brand:
UMZU'S INCREDIBLE RESULTS
Doubling Revenue
Within SIX months of using Wicked Reports, UMZU doubled their revenue.
They simply analyzed their data daily and used it to make their best ad buying decisions AND scaled up to be one of YouTube's Top 5 Marketing teams in the world.
“Ad platforms inflate their own reporting and fail to take cross-platform touch points into account. For the same reason you need an impartial referee in a sporting event, you need Wicked Reports.”
ROBERT WALKER
UMZU Chief Growth Officer