Overview
Our client is a direct-to-consumer (D2C) eCommerce business specializing in premium coffee concentrates. As they scaled, they faced challenges in understanding the unit economics of their fast-growing product line and lacked visibility into their visitors’ complete purchase journey. This impacted their ability to accurately measure the performance of their marketing campaigns across channels.
They engaged Pungo Insights to develop a comprehensive data strategy that would give them a clear view of their product profitability, from first-time buyers to repeat customers, while identifying key points of friction in the purchase funnel.
This solution involved designing an order-level unit economics table in Snowflake to track cost of goods sold (COGS), shipping expenses, and customer lifetime value (LTV) across different channels and campaigns. We also implemented enhanced visitor tracking using a combination of Google Analytics 4 (GA4) and Ampltiude to follow customer behavior from website visits to conversion events. To address campaign performance measurement, we built dashboards that surfaced real-time insights, helping the marketing team make data-backed decisions about ad spend, channel performance, and customer acquisition costs (CAC).
Action
We broke this project into 3 phases:
1. Data Audit and Prioritization
During data audit and prioritization, we assessed the data quality flowing through existing tools and processes and determined the critical gaps to address.
- Conducted a data quality assessment across Shopify, Amplitude, Elevar, and other key tools, identifying missing or incomplete data points in product sales and visitor tracking
- Established a prioritization framework across all reporting requests to focus on critical areas, such as order-level cost data and multi-touch attribution for marketing channels
- Scoped out a comprehensive unit economics dashboard powered by underlying data models stored in Snowflake to breakdown COGS, CAC, and provide a customer LTV forecast
2. Data Modeling and Report Building
During data modeling and report building, we broke up the implementation into bi-weekly sprints with weekly demos to cross-functional leaders.
- Deployed client-side and server-side tracking code alongside engineering to improve the breadth and quality of event data streaming
- Built reports in Amplitude, Rill Data, and Snowflake to monitor trends and offer deep insights into campaign effectiveness, purchase funnels, and product profitability
- Ran weekly discussion with execs to refine metric definitions and integrate our findings with client’s strategic priorities
3. Fine-Tuning and Growth Benchmarking
The last two weeks of fine-tuning and growth benchmarking were spent advising executives on how to adopt these reports into their operational workflows, establishing regular product health reviews to evaluate post-launch marketing/product initiatives.
- Investigated deeper insights into visitor engagement, repeat purchases, and campaign ROI, refining segmentation for better targeting
- Benchmarked unit economics and campaign performance, delivering key objectives for continuous optimization of ad spend and retention strategies
Result
We delivered a comprehensive unit economics and customer journey reporting suite, allowing Javy Coffee’s leadership to gain clear insights into product profitability and campaign effectiveness.
- Drove a 10% increase in Month 1 retention by identifying and addressing key points of friction in the visitor journey
- Advised a 10% increase in blended margin by highlighting high-margin products and optimizing COGS across the product portfolio
- Reduced renewal refunds by 5% through improved customer segmentation and targeted messaging efforts
- Reallocated 20% of the marketing budget to more effective channels, based on multi-touch attribution analysis and campaign performance insights
- Client was highly satisfied and continues to engage Pungo Insights on an ongoing basis for data strategy and analytics support
