About
At Chomps, the eCommerce team was scaling acquisition across a growing mix of channels, but they couldn’t defend the same “source of truth” number in every meeting. Reporting lived across tools and exports, and decisions on where to spend and what to scale depended on hours of manual sorting.
SourceMedium helped Chomps track 21 acquisition channels in one view, so the team could compare performance and make week-to-week channel and retention calls without rebuilding reporting in spreadsheets.
Chomps is a better-for-you snack brand known for 100% grass-fed beef and free-range turkey sticks. The brand sells across 20,000+ retail locations while continuing to grow eCommerce.
“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
- Data lived across separate tools and exports, so performance numbers didn’t reconcile cleanly
- Decisions on acquisition mix and customer quality depended on being able to compare channels consistently
- Manual “pull and sort” spreadsheet work didn’t scale daily, weekly, and monthly
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:
- Increase new customer acquisition and ensure high repeat purchase potential and Customer Lifetime Value (LTV).
- Analyze data at various levels, including channels, customers, orders, and products.
- 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
- Standardized views for MER, cohorting, and drill-down (new vs. returning, channel, products)
- A dashboard workflow the whole team could use without rebuilding the logic in spreadsheets
- Operational reporting for channel and partner decisions (influencers, affiliates, email/SMS)
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:
- 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.
- Analyze repeat purchase rates and LTV across influencer, Meta, Google, email, and SMS data, combining last-click attribution with zero-party data.
- 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.”
What changed
- Decision enabled: The team could compare channels and partners in one place and make acquisition and retention decisions without stitching reports together.
- How they validated it: Drill-down views (new vs. returning, channel, products) made it possible to sanity-check performance across systems.
- What got faster: Less manual sorting and faster answers to “what’s driving this?” questions week to week.
The results
SourceMedium has supported Chomps in this transition and it’s already yielding impressive results:
-
21 channels organized in one view
Segmented and organized sales from 21 acquisition channels based on UTMs, discount codes, and order tags. -
Faster channel and cohort diagnosis
Teams could drill down into performance across customers, orders, and products without pulling separate reports. -
Less spreadsheet consolidation
Replaced manual “pull and sort” work with a single source of truth for ongoing decision-making.
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!”