Customer
HelloFresh
Industry
Food delivery, E-commerce
N. of employees
20,000+
Markets
15+ countries across 4 continents
Company Type
Public Company
Ad channels
30+
Clarisights Daily Active Users
200+
About HelloFresh
HelloFresh SE is the world’s leading meal kit subscription service, boasting 20,000 employees across four continents. In high-growth mode, HelloFresh's goal has been to scale user acquisition fast yet efficiently while keeping in check the unit economics of their subscription model.
HelloFresh employs over 200 performance marketers in the central HQ team and across multiple brands operating in various markets and time zones — including Green Chef, Every Plate, Chefs Plate, The Pets Table, Good Chop and Factor.
Key Results
Clarisights’ insights platform provides marketers with immediate access to insights, allowing them to test 3-4x more, and uncover new insights across Paid Search, Paid Social, Display, Affiliate and SEO.
Performance marketing teams were fully onboarded to Clarisights within four weeks, with only half a day of data resources needed for the set-up.
Clarisights empowers 200+ HelloFresh team members to access joined marketing, measurement, and attribution data, and explore freely data. It eliminates data silos and increases trust in data.
Challenge
High-growth marketing demands quick, actionable insights
To meet ambitious growth and profitability targets, HelloFresh's digital marketing team continuously strives to maximize customer acquisition efficiency. Quick, actionable data insights are key.
The company-wide BI stack, including Tableau for data visualization, fell short for the digital marketing team, which faced the following challenges:
Dependency on data teams, leading to slow time to insight: For optimization decisions and proving their impact, marketers had to consult MTA, CLTV, and activation data from their data warehouse. As they lacked access, they had to request data support for all new views of data, which could often take weeks. This made it difficult to check how a new test performed, explore a hypothesis, or answer questions from management in time. Tableau did not provide the required flexibility to ask follow-up questions and uncover insights. Further, data teams were struggling to balance their own priorities with the constant marketing requests - especially during peak periods.
Blind spots on granular insights leading to missed optimization opportunities: Operating in a competitive industry with low profit margins meant that granular optimizations - like on creative performance or keyword quality score - were critical for their success. However, due to the sheer data volumes of HelloFresh, these granular reports could not be built on BI dashboards. And if they were, they were incredibly slow and barely usable.
Analytics workarounds on spreadsheets leading to silos: With marketers building their own workarounds on spreadsheets and Looker Data Studio, the multiple teams started operating in silos. This undermined collaboration and holistic marketing steering, overlooking key optimization opportunities, such as cross-channel insights and paid search-organic cannibalization.
Solution
Clarisights’ Unified, Self-Service Insights Platform
HelloFresh partnered with Clarisights to solve these challenges and improve marketing agility. Clarisights provided a solution that helped marketing teams to:
Accelerate time-to-insight via granular reports: Clarisights provided HelloFresh with a flexible and easy-to-use insights platform. This allowed them to build their own analyses and zoom in and out of their data in various customizable reports — from high-level cross-channel trends to the most granular creative- and keyword-level reports; from impression to profitability. All within just a few clicks, no SQL or complex Excel formulas.
Scale data democratization globally: Clarisights provided a self-service interface that 200+ marketers could leverage to answer questions autonomously. Because data in Clarisights comes directly from all sources, every stakeholder trusts that reporting and analyses are being done with the right data and metrics. Clarisights’ user permission settings and metric definitions also ensure the appropriate data governance across the wider organization.
Fully onboard in <4 weeks: Unlike traditional BI projects that usually take 9-12 months, Clarisights’ software-as-a-service model can be rolled out within weeks. For HelloFresh, all performance marketing teams were onboarded in under four weeks with only half a day of data engineering resources needed.
Impact
Embraced by Marketing, beloved by Data
Thanks to Clarisights, HelloFresh’s marketing organization was able to:
Reduce CAC by 5-10%: Clarisights provides marketers with quick access to insights previously inaccessible, such as creative performance, keyword cannibalisation, and cross-channel trends. Being able to freely explore their data, marketers were also able to run more tests and validate all hypotheses they had. In an internal assessment, this was accredited with driving a CAC reduction between 5-10% over the course of the first year.
Foster cross-collaboration: Clarisights did not only support the marketing teams, it helped to foster cross-departmental collaboration. Country managers could check how they are pacing, product managers could see how new launches perform, and creative teams can check themselves which creative concepts and ads actually drove profits. All without knowing how to code or having to ask for data support, and in a governed environment.
And while Clarisights was initially brought in by the marketing team, the data team quickly realized the benefits of:
Powering measurement and Tableau dashboards: Clarisights automatically processes and harmonises data from >20 marketing data sources and combines it with internal backend data. Clean, processed, and aggregated cost data was made available in their data warehouse for the data team without any effort. This is then used for C-suite’s Tableau dashboards or other analytics applications such as MMM, Finance reporting, and other use cases.
Increasing data team productivity: Their previous BI setup required constant data resources to maintain. Clarisights provided one solution that ensured data accuracy, consistency, trust, and autonomy - without consuming data team resources. An internal assessment concluded that 1,5 data engineering FTEs were freed up from on–call and maintenance work (debugging pipelines, updating schemas, etc.). These could be re-allocated to more strategic work, such as Media Mix Modeling, incrementality testing and CLTV modeling.
Clarisights’ insights platform has become an integral partner to HelloFresh, supporting their continued growth and success in the global landscape. Until this date, the marketing function is considered by data teams as the most data-literate function with the lowest relative amount of data requests.
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