What the Numbers Revealed for a Merino Ecommerce Brand
We were recently contacted by a New Zealand merino supplier that had been working with another agency for more than 12 months. They described the situation as difficult, and that is something many businesses experience. Sometimes finding the right agency is not just about skill. It is about communication style, working relationship, values, clarity and whether the agency feels like the right fit.
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Straight away, we could tell this was a brand we wanted to wow. With my heritage in the wool business and a personal love for the great outdoors and the comfort merino offers all year round, I wanted to help this brand! The business had a significant investment in ads, so before they made a decision to work with us, we completed a deep dive into the data. What we found was encouraging.
There was a solid conversion rate, consistent organic social activity and some very positive signals across the business. The foundations were there. The brand clearly had demand, a strong product and an audience that was engaging.
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But the ad spend distribution revealed immediate opportunities for improvement.
This is where ecommerce becomes a numbers challenge. Creativity matters. Product development matters. Brand matters. But when a business is investing heavily in ads, the numbers have to make sense.-------------------------------------------
Where is the money going? Which campaigns are driving revenue? Which products are converting? Where is spend being wasted? Which channels are creating repeatable outcomes? What is the relationship between acquisition cost, average order value and repeat purchase?-------------------------------------------
In this case, the data told us exactly where to look.-
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A proper data review can show a business how to save money, improve sales and build more consistent marketing outcomes. It removes the guesswork and gives the brand a clearer view of what needs to happen next.
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For this merino supplier, the opportunity was not about starting from scratch. It was about refining the system, reallocating budget more intelligently and using the data to make better decisions.-------------------------------------------
As a result of the data in the review they have signed up with us for a 12 Month Data Lab Mentorship and Meta Ads Growth Package and we look forward to sharing more soon! -------------------------------------------
Key takeaway: Ecommerce growth is part creativity and part maths. When the data is reviewed properly, it often reveals exactly where money can be saved and where growth can be unlocked.--
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