Real Results Matter.
Discover how brands leverage Insighta to transform their marketing strategies. Our case studies showcase measurable outcomes that drive success and growth.
Insighta-Driven Growth: The Secret Behind Obagi’s New Customer Boom
Obagi, a private-equity-backed, medical-grade skincare brand, faced several marketing hurdles:
- Lean team, limited visibility: Relied heavily on platform-reported metrics that only told part of the story.
- No robust MTA model: Could not see the full customer journey or the impact of upper-funnel channels like Programmatic, CTV, direct mail, or other view through marketing tactics.
- Click and last-click bias: Attribution overvalued lower-funnel while undervaluing awareness-driving media.
- Skewed spend: Budget was funneled into oversaturated, low-return tactics instead of growth-driving channels.
- Missing lifetime value (LTV) insights: No clear view of how LTV was changing or which investments fueled long-term growth.
Challenge: Obagi’s limited attribution models led to wasted spend in oversaturated, low-return channels. Without visibility into how upper-funnel tactics drove conversions, the team couldn’t allocate budget effectively, scale spend with confidence, or unlock new customer growth.
Solution:
Obagi leveraged Insighta’s platform to unlock three core advantages:
- Multi-Touch Attribution (MTA) & merchandising analytics to maximize new customer growth.
- Used MTA findings to identify products with the lowest acquisition cost and the highest incremental LTV impact.
- Built landing pages, paid media campaigns, and customer experiences that highlighted these products.
Result: Record-breaking incremental new customer growth in Q2: over 100% YoY growth in proceeding months.
- Used Insighta’s predictive lifetime value insights to:
- Shape CRM strategies to focus on retention.
- Captilize on time-to-second purchase and cart value insights.
- Optimized messaging and campaigns to maximize the future value of existing customers.
Result: A 58% YoY increase in the total predicted future value of the customer base.
- Smarter paid media integration with MTA and the Decision Matrix.
- Measured the true contribution of both clicks and views, moving beyond legacy click-only attribution.
- Streamlined media investment and agency resources by eliminating low-return campaigns, enabling greater focus on scalable growth strategies.
Result: A 36% YoY growth in revenue and reduced campaign volume by 37%, enabling resources to be reallocated toward high-impact tactics.
Client Perspective:
“In a constantly evolving marketing landscape, data is everything. Insighta has been instrumental in helping us acquire new customers while sustaining over 100% year-over-year growth. Their insights have been critical in shaping our most impactful marketing decisions.”
— Kevin Tong, Performance Marketing Manager @ Obagi
With Insighta, Obagi gained the clarity to scale smarter, rebalance spend, and reignite new customer growth. Multitouch attribution, merchandising analytics, and predictive lifetime value modeling drove immediate revenue gains and long-term growth. Their private equity owners were so impressed they expanded the partnership to their sister brand: Milk Makeup
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