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 hyper-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.
As an Enterprise organization with a substantial multi-million dollar paid media budget, HelloFresh understands the importance of reliable and thorough data. They had invested in building a best-in-class data stack, a dedicated data warehouse, and one of the market-leading BI visualization tools.
These dashboards provided the answers the C-Suite needed for standard KPI snapshots. However, this setup couldn’t (1) answer granular Performance Marketing questions, (2) enable the team to make data-driven decisions at the speed of business or (3) avoid overloading their Data team with ad hoc work. HelloFresh looked to Clarisights to solve these challenges directly.
Key Results
Clarisights’ self-serve reporting enhanced visibility and control over marketing performance, making budget steering easier, driving more accurate optimization decisions, and multi-million dollar savings per year.
Clarisights removed ongoing data gathering and transformation on spreadsheets, shortening weekly reporting cycles from 5 hours to less than 30 minutes, and unlocking efficiencies across both Marketing and Data teams.
Clarisights empowers 200+ HelloFresh team members to access marketing, analytics, and attribution data with no SQL or advanced Excel formulas, eliminating data silos, increasing trust, and streamlining leadership’s decisions.
Challenge
Cumbersome Tooling and Slow Reporting Cycles
Despite their mature marketing data tech stack, HelloFresh’s performance marketers could not access granular insights on their BI visualization tool and often had ad-hoc requests for new cuts of data. These may include adding a new metric, seeing the performance of a newly launched sale, or understanding how a new creative concept is performing.
These tasks were dependent on the Data team, resulting in slower reporting cycles, missed optimization opportunities, and reduced business agility. Also, this workflow overwhelmed the Data team with too many ad-hoc requests, often taking away from fulfilling more strategic work.
Performance marketers had to wait days or even weeks for the Data team to prioritize these tasks, incurring costly missed opportunities on optimizations.
To close this gap and demonstrate their work's value, they manually built and maintained spreadsheets for marketing-specific use cases, such as budget pacing, brand vs. non-branded searches, video cost, Paid Social, channel or country deep dives, or comparisons.
To pull this off, performance marketers had to manually download data across 20+ sources, process it on countless spreadsheets and continuously maintain or update formulas to map the data correctly. This manual approach not only took them up to 60 hours per week but also created data silos and was susceptible to errors.
Solution
Self-Service and Granular Performance Marketing Reporting
HelloFresh explored Clarisights to revamp their Performance Marketing reporting and address these challenges. In just a few weeks, they found that Clarisights covered — and could scale — all their reporting needs.
This included:
Streamlining their reporting cycle from 5 hours to just minutes, by bypassing the need for data collection and preparation on spreadsheets and enabling faster, deeper, and more accurate insights. As a result, Clarisights became an integral part of HelloFresh’s meetings, embedding data exploration in their company culture. This also meant the Data team could move back towards more strategic projects, such as incrementality testing plans and MMM. Win-win.
Providing rapid fast time-to-insight via granular reports. Clarisights provided HelloFresh with a flexible and easy-to-use reporting workspace. This allowed them to build their own reports 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.
Data literacy scaled globally with data everyone trusts. Clarisights provided a self-service interface that any HelloFresh teammate 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 also ensure the appropriate data governance across the wider organization.
Automatically ingesting, processing, and harmonizing data from >20 marketing data sources out of Clarisights’ 100+ native integrations available. This helped combine and process internal and external datasets, unlocking efficiencies and opportunities for further analyses. Clean, processed, and aggregated cost data was made available in their data warehouse for the data team with 0 effort. In this way, internal data could be used for C-suite’s BI dashboards or other analytics applications such as MMM, Finance reporting, and other use cases.
Impact
10-20% Lower CAC Achieved in Weeks, not Quarters
Thanks to Clarisights:
HelloFresh achieved a 10-20% CAC reduction — multi-million dollars saved per year — thanks to enhanced campaign visibility and control over their creative and keyword performance. This helped shorten reporting cycles, better steer the budget, and increase agility to run tests more frequently.
Marketing and Data organizations saved up to 60 hours a week, which were reallocated to more strategic work, such as creative testing, Media Mix Modeling, and CLTV modeling, boosting team efficiency and productivity.
HelloFresh also improved their data governance, fostering cross-team collaboration and unified decision-making around one single source of truth. This trust and alignment are reflected in the over 200+ HelloFresh team members actively using Clarisights every month.
Full onboarding took just a few weeks and zero Engineering resources, thanks to Clarisights’s SaaS model, in stark contrast with the 9-12 month average implementation of comparative BI solutions.
HelloFresh’s story shows that, despite having a fully-staffed team and a mature modern data stack, this is often not enough to meet the demand and pace of a sophisticated Performance Marketing strategy.
Clarisights is built directly to meet this level of Performance Marketing sophistication; performance marketers can discover insights autonomously and make faster, more accurate decisions. All while freeing up their Data and Analytics counterparts to focus on more critical and strategic projects.
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