Case Studies > Veronica Beard Slashes Acquisition Costs and Boosts Return on Ad Spend with Sigma

Veronica Beard Slashes Acquisition Costs and Boosts Return on Ad Spend with Sigma

Customer Company Size

Mid-size Company

Region

America

Country

United States

Product

Sigma
Segment
BigQuery
Fivetran
Chartio

Tech Stack

Cloud Data Warehouse
Customer Data Platform
Data Pipeline
Business Intelligence Tools

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Cost Savings
Customer Satisfaction
Productivity Improvements
Revenue Growth

Technology Category

Analytics & Modeling - Predictive Analytics
Functional Applications - Enterprise Resource Planning Systems (ERP)

Applicable Industries

Apparel
Retail

Applicable Functions

Sales & Marketing
Business Operation

Services

Data Science Services
System Integration

About The Customer

Started by sisters-in-law, Veronica Miele Beard and Veronica Swanson Beard, Veronica Beard is a fashion apparel brand for women that offers cool, classic American style to global distributors. With 15 freestanding stores and its own e-commerce site, Veronica Beard has built a collection that is inclusive of women everywhere and makes them feel confident every single day. The brand has been successful in the wholesale market and is now focusing on building a direct-to-consumer presence to strengthen relationships with its most passionate customers. The company is known for its commitment to providing a better customer experience by leveraging data and analytics to make informed business decisions.

The Challenge

After several years of record growth from wholesale, fashion label and retailer Veronica Beard set out to build a direct-to-consumer presence, both online and in boutique shops, and build stronger relationships with their most passionate customers. The volume of first-party data grows exponentially once you start directly facing the customer. It quickly became critical that we have the capacity to process and analyze data at scale so we can use that information to provide a better customer experience. With a clear mandate coming down from the CMO, Max began building out the data infrastructure needed to surface the third and fourth layer insights that accelerate business outcomes. BigQuery was selected as their cloud data warehouse in 2019, Segment was utilized as their customer data platform, Fivetran was leveraged the company’s data pipeline, and Chartio was already in place as the BI and analytics solution. But with a very limited number of people in the organization able to read and write SQL, few were able to analyze, let alone access, the data they had at their fingertips. It was at this point that Max began evaluating other analytics and BI tools.

The Solution

With their full data stack in place, Max and the team at Veronica Beard began integrating data from their customer data platform, Segment, with other data sources via dbt to develop rich profiles of their customers. Sigma has been really helpful in collating all of our data together so we can create rich customer 360s. This has helped us understand both the differences and overlaps between those two groups so we can make improvements online based on what's working in the stores and vice versa. One of the most impactful analytics has been customer decile analysis. We basically looked at everyone who shopped in our stores and online in the last 24 months and divided them into 10 groups based on how much they spent. Then we were able to separate the online and brick-and-mortar sales to determine what our top customers were doing. We asked questions like ‘What products are they shopping for? Are the online shoppers buying different things than our in-store shoppers? Which items are both audiences buying? Which items are unique to online purchases versus in-store purchases?’

Operational Impact

With a complete view into their customer segments, purchase history, and behaviors fueled by a combination of Segment, Shopify, and Sigma, the team began conducting a series of analyses aimed at increasing conversions and reducing costs.
Customer decile analysis uncovered that Veronica Beard’s most valuable customers are omnichannel customers that purchase both in stores and online.
The marketing team can launch very targeted, high converting ad campaigns that surface the most attractive items to audiences when they are most likely to purchase them.
Sigma has also helped Veronica Beard identify their least valuable customers so they can optimize their ad spend and reduce costs.
Using data from our data warehouse and our analysis in Sigma, we realized that the bottom 9th and 10th decile of customers tend to be customers that make purchases but then return 100% of their items.

Quantitative Benefit