How Chomps increased new customer acquisition volume by tracking 21 channels with SourceMedium

KEY
STATS

152%

customer growth

21 sales channels tracked

10+

hours saved

“We consider SourceMedium data as our source of truth and will continue to make strategic decisions based on the metrics presented in the dashboard!”

Matt Holtwick

Manager of Growth & Retention

"As we grow and expand with more site traffic, orders, new customers, and channels, having a correct source of truth is vital for us to make the right strategic decisions."

"In our e-commerce department, we rely on SourceMedium to access crucial information and data that inform our business decisions across the board. "

"We've enjoyed the platform. The tool speaks for itself. From a CX standpoint, I can't say enough great things about the SourceMedium team.”

About

Chomps is a better-for-you snack brand offering protein-based products, famously known for their 100% grass-fed beef and free-range turkey sticks. Chomps, who are currently available across 20,000+ retail locations, have grown their e-commerce business significantly this year.

To manage the complexity of capturing data from various channels, they turned to SourceMedium as their source of truth for leveraging data to accelerate growth.

"As we grow and expand with more site traffic, orders, new customers, and channels, having a correct source of truth is vital for us to make the right strategic decisions."

The challenge

Chomps traditionally relied on third-party distribution vendors to capture data from their retail business, but their e-commerce operations had several separate data sources, each with its own reporting tools. This led to fragmented data silos and the need for manual spreadsheet management, consuming valuable time.‍

"The most time-consuming aspect of gathering data from different sources is pulling it and sorting it manually, daily, weekly, and monthly."

Chomps recognized how inefficient it is to manually input data and sought a solution to:

1. Increase new customer acquisition and ensure high repeat purchase potential and Customer Lifetime Value (LTV).

2. Analyze data at various levels, including channels, customers, orders, and products.

3. Track and manage a growing list of acquisition channels, including Meta, Google, TikTok, email, SMS, influencers, affiliates, podcasts, and direct mail.

SourceMedium emerged as an all-in-one data solution to address these challenges.

"We were looking for one tool that the entire team can utilize across the department."

The solution

After a straightforward onboarding process, Chomps quickly began extracting valuable insights from SourceMedium.
The platform's depth and breadth allowed different members of their acquisition and retention teams to:
‍
1. Monitor MER (Marketing Efficiency Ratio) across Shopify and Amazon, with the ability to drill down into new vs. returning customers by acquisition channel and products purchased.

2. Analyze repeat purchase rates and LTV across influencer, Meta, Google, email, and SMS data, leveraging combined last-click attribution and zero-party data from.

3. Track influencer and affiliate CPAs (Cost Per Acquisition) and AOVs (Average Order Value) based on coupon code redemptions to manage partner performance.

"In our e-commerce department, we rely on SourceMedium to access crucial information and data that inform our business decisions across the board."

Chomps commended SourceMedium's well-structured onboarding process, which included expert guidance from the SourceMedium team. "We've enjoyed the platform. The tool speaks for itself. From a CX standpoint, I can't say enough great things about the SourceMedium team.”

The results

SourceMedium has supported Chomps in this transition and it’s already yielding impressive results:

<h3 id="h3-result" class="text-rich-text-two" style="color: none;" fs-test-element="test">Customer growth</h3>
The brand has unlocked new insights to further ramp customer acquisition.
<h3 id="h3-result" class="text-rich-text-two" style="color: none;" fs-test-element="test">21 channels</h3>
Segmented and organized sales from 21 acquisition channels based on UTMs, discount codes, and order tags.
<h3 id="h3-result" class="text-rich-text-two" style="color: none;" fs-test-element="test">Time back</h3>
Consolidated excess data touchpoints into one single source of truth to make accurate, informed decisions.

As Matt, a growth leader within the Chomps team, describes SourceMedium as "all-encompassing." When it comes to relying on trusted data, Chomps now relies solely on SourceMedium.

“We consider SourceMedium data as our source of truth and will continue to make strategic decisions based on the metrics presented in the dashboard!”

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