Sigma Computing > 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
Application Infrastructure & Middleware - Data Exchange & Integration
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

Veronica Beard is a fashion apparel brand for women, started by sisters-in-law Veronica Miele Beard and Veronica Swanson Beard. The brand offers cool, classic American style to global distributors and has built a collection that is inclusive of women everywhere, making them feel confident every single day. With 15 freestanding stores and its own e-commerce site, Veronica Beard has established a strong presence in the fashion industry. The company is focused on building a direct-to-consumer presence, both online and in boutique shops, to strengthen relationships with their most passionate customers. The brand 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, making it critical to process and analyze data at scale to provide a better customer experience. With a clear mandate from the CMO, the company needed to build out the data infrastructure to surface insights that accelerate business outcomes. However, with a limited number of people able to read and write SQL, accessing and analyzing data was a challenge. Existing BI tools lacked the agility and flexibility needed, requiring knowledge of SQL or proprietary coding languages, which would have been a heavy lift for the engineering team and prevented business teams from finding answers quickly.

The Solution

Veronica Beard's data engineering agency, Data Culture, introduced the team to Sigma, which provided the perfect balance of flexibility, ease of use, and control. With their full data stack in place, the team began integrating data from their customer data platform, Segment, with other data sources via dbt to develop rich profiles of their customers. Sigma helped collate all data to create rich customer 360s, allowing the team to understand both online and brick-and-mortar shoppers. Customer decile analysis was conducted to identify top customers and their purchasing behaviors, enabling targeted, high-converting ad campaigns. Sigma also helped identify least valuable customers to optimize ad spend and reduce costs. The marketing team could conduct cohort analysis and dynamically adapt CAC targets based on sales periods.

Operational Impact

Veronica Beard was able to create rich customer 360s by integrating data from various sources, allowing them to understand both online and brick-and-mortar shoppers.
Customer decile analysis helped identify top customers and their purchasing behaviors, enabling targeted, high-converting ad campaigns.
Sigma helped identify least valuable customers, allowing the company to optimize ad spend and reduce costs.
The marketing team could conduct cohort analysis and dynamically adapt CAC targets based on sales periods, improving marketing efficiency.
The data-driven approach empowered business users to leverage validated datasets and dashboards to answer their own data questions, maximizing impact.

Quantitative Benefit