Consumer Goods (Athletics)
Hylo
We started working with D1 as we wanted to make data-informed decisions & remove manual reporting. They helped us in a treall transparent way, setting up our warehouse, reporting suite and marketing analytics. We trust them and would definitely recommend
Jacob Green
Hylo Athletics, Managing Director
Hylo Athletics is a British sportswear company redefining the future of performance with planet-friendly running shoes and apparel. Built on a mission of sustainability and performance, Hylo has quickly established a loyal customer base across the UK and US. With retail and D2C operations expanding, they needed a more intelligent and scalable way to grow and data was the missing piece.
Hylo was operating without a central data infrastructure, relying on gut feel, scattered exports, and slow spreadsheet-based reporting. Leadership lacked visibility into critical questions like what drives repeat purchases, which channels convert, and how pricing or discounting impacts different regions. The business faced three core challenges: 1. Marketing Attribution – There was no unified view of Meta, Google, and influencer spend, making it difficult to accurately assess ROAS at a granular level. 2. Product & Commercial Analytics – Hylo had limited visibility into stock movement, sell-through rates, or demand planning, and couldn’t segment product performance by cohort, channel, or geography. 3. Growth Efficiency – With a goal to reduce paid media spend by 50% while maintaining revenue, the team lacked the structured experimentation and forecasting tools needed to make informed trade-offs.
Day1Data partnered with Hylo on a three-phase transformation project, delivering quick commercial wins while laying the foundation for long-term data maturity. Phase 1: Infrastructure Build Implemented a modern cloud data stack with a central warehouse, integrated sources like Shopify and ad platforms, standardised metrics via dbt, and launched real-time Looker dashboards. Phase 2: Experimentation Ran pricing and discounting tests, revealing minimal impact on conversions. This allowed Hylo to cut unnecessary discounts and reinforce premium positioning. Playbooks were created to guide future experimentation. Phase 3: Media Optimisation Used regression models to simulate performance at varying spend levels, reallocating budget away from low performers. Hylo cut paid media spend by 50% while maintaining revenue, boosting marketing ROI by 60%.
Reduced marketing spend by 50% while maintaining revenue and customer acquisition. Replaced spreadsheet-based reporting with scalable dashboards and automated updates. Established the foundations for future ML use cases, advanced forecasting, and cohort analytics.
