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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 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.