About
Nick Osborn (Head of Growth at Catalina Crunch) ran into a measurement problem: as the brand scaled across channels, he couldn’t reliably answer which products and offers were driving new customers and repeat behavior.
He needed numbers he could defend in product and growth decisions, including whether to scale limited-time flavor drops and where to spend budget. With SourceMedium, Catalina Crunch reported 30% new customer growth and 48% online GMV growth, while tracking performance across 29 channels in one place.
Catalina Crunch is a CPG brand that expanded from DTC into broad retail distribution. As the business grew, the team’s reporting had to keep up with more channels, more products, and higher-stakes decisions.
“If we were a startup fundraising, I’d use SourceMedium’s data in pitch decks.”
The challenge
- Blind spots hid which products and offers were driving new customer growth.
- High-stakes product decisions (like scaling limited-time drops) needed defensible cohort performance.
- Legacy reporting didn’t integrate all channels cleanly, so answers were slow and inconsistent.
“We didn’t even know that one of our products accounted for almost half the company’s new customers,” noted Nick.
Nick set out to find the right platform to integrate, organize, and analyze the data coming in from multiple sources and give him the power he needed to make growth decisions.
“If I have a data question, my default response is first to check whether SourceMedium’s platform can answer that question for me.”
The solution
- Catalina made limited-time offer cohorts comparable and measurable over time.
- The team used cohort performance (LTV, repeat rate) to decide what to scale and what to change.
- CAC analysis for Amazon moved from spreadsheet work to a repeatable view.
In SourceMedium, Nick uncovered that Catalina’s two limited edition flavor drops accounted for 5.5% of new customers. Over time, that rose to 15% of new customers across five limited flavor drops.
What’s more impressive is that Nick found out:
The LTV of limited-time flavor drops over 12 months is 10% higher than new customers who did not come in from limited offers
The repeat purchase rate is 91% higher for limited offer customers
This wasn’t just an insight. It became a decision: expand the limited-time flavor program based on customer-origin and cohort performance, not intuition.
Nick began using SourceMedium to understand a first-time customer’s follow-up purchase patterns. He used that information to tailor a product and email strategy to increase visibility and revenue.
In addition, Nick has utilized SourceMedium to automate his Customer Acquisition Cost (CAC) analysis for their Amazon business— a tedious task that previously involved maintaining an 800,000-row spreadsheet.
“When I discovered that these many new customers were buying seasonal flavors, I used this insight to push our executive leadership team to launch more seasonal flavors. It was a huge business decision, but it worked out!”
What changed
- Decision enabled: The team used customer-origin insights to expand seasonal flavor drops and guide product and email strategy.
- How they validated it: Omnichannel integration surfaced blind spots and made cohort comparisons (LTV, repeat rate) defensible.
- What got faster: Faster answers to growth questions and less time spent maintaining manual CAC analysis.
The results
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48% online GMV growth
Catalina Crunch has seen a 48% growth in online GMV since it began working with SourceMedium. Timeframe: measured over the first 12 months post-onboarding. -
30% new customer growth
They’ve seen a 30% increase in new customer growth since onboarding with SourceMedium. Timeframe: measured over the first 12 months post-onboarding. -
29 sales channels tracked
Nick and his team use SourceMedium to track 29 sales channels, half of which are core to their business.
Now that Nick has used SourceMedium’s tooling, he’s reluctant to go back to piecemealing reporting across multiple tools.
“I don’t need to spend money on anything else. SourceMedium stands on its own. It’s not just a tool; it’s a platform that covers every touchpoint.”