Consumer Goods - Ecom
Healf is a fast growing health and wellness platform connecting people to the world’s best health brands. Based in London, the business has scaled rapidly to over 150 employees, bringing together commerce, content and community in a single destination for modern health. As the business grew across channels and markets, Healf needed a more joined up measurement approach to support profitable growth.
Healf faced increasing complexity across marketing, product and commercial decision making. With fragmented tooling and data, it was difficult to build a clear view of what was driving performance, where profitability was being created and how to confidently scale investment. The challenge was to move beyond isolated metrics and build a single measurement framework that could support both day to day optimisation and longer term planning. Key Pain Points: • Limited visibility into marketing and commercial mix profitability • Inconsistent marketing attribution across platforms • Gaps in product conversion and funnel tracking • Fragmented tools and data creating inefficiency and uncertainty
Day1Data partnered with Healf through a multi disciplinary team spanning analytics engineering, data science and measurement strategy. The focus was on fixing foundations upstream while delivering decision grade outputs downstream. Step by Step Programme: Upstream Analytics Audit – reviewed and audited PostHog implementation to identify gaps in event coverage and data quality Tracking & Attribution Fixes – implemented GA4 and server side GTM improvements to support more reliable Meta attribution Multi Touch Attribution – built a linear MTA model in Snowflake and visualised results in ThoughtSpot for self serve analysis Marketing Mix Modelling – deployed a Bayesian MMM refreshed monthly to support budget planning and scenario analysis Incrementality Testing – designed and executed geo lift tests to validate model outputs and calibrate attribution
Coming soon This programme laid the groundwork for a scalable and trusted measurement stack, enabling Healf to link marketing activity to commercial outcomes with greater confidence as the business continues to grow.
