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.