How Cymbiotika achieved higher ROAS by leveraging Prescient’s Halo Effects Copy

Learn how Cymbiotika partnered with Prescient to obtain an overview of holistic media performance and uncover new profitable channels like Pinterest and TikTok.

Everything about working with Prescient is excellent: the platform, the team, and the results. We’ve uncovered top-of-funnel insights and profitability opportunities that no other tool could have provided.

– Jessica Gross, Senior Paid Media Strategist at Cymbiotika

About 

Cymbiotika is an award-winning health and wellness company dedicated to delivering the most beneficial absorbable supplements. Made with clean, premium-quality ingredients, Cymbiotika’s products empower everyone to take ownership of their health and live with intention. 

Challenge 

Cymbiotika needed granular attribution for a holistic overview of ad performance 

As a fast-growing subscription company, Cymbiotika faced a dilemma: between high customer lifetime value and growing customer acquisition costs (CAC). To ensure Cymbiotika would sustain its momentum, the team had to identify the brand’s most profitable channels and adjust ad spend accordingly. However, doing so proved to be a significant challenge because platform data faced two limitations:

1. Consumer privacy updates meant they had less data to work with.
2. Single click-based attribution gave them minimal insight into the customer journey. 

They knew that adding a Marketing Mix Model (MMM) to Cymbiotika’s marketing stack would give better, more granular attribution. It would also increase attribution accuracy because most channels bias measurement towards their own performance. To get an objective performance overview, Cymbiotika needed to find an independent MMM tool that could support the decision-making from their paid media team. 

Fortunately, a recent Cymbiotika hire had worked with Prescient at her previous company. When the team checked out Prescient’s platform, they realized they had found the perfect solution to her dilemma. 

We wanted a tool that could make us feel confident in the performance metrics we see on our platforms. When we discovered Prescient’s MMM, we realized we had finally found the one.

Solution 

Cymbiotika unlocks high profitability with Prescient’s Halo Effects

Cymbiotika was instantly impressed by Prescient’s unbiased attribution and Halo-Effects for each campaign. What’s more, they got the insights they needed to move the ROAS needle right away. Their first learning? Cymbiotika’s top-of-funnel marketing led to significantly more conversions than the bottom-of-funnel campaigns that soaked up the last-click credit. 

With this deep data visibility across the entire marketing funnel, the team set out to identify the channels that put Cymbiotika on customers’ radar. Pinterest — a platform Cymbiotika had briefly tested with minimal returns — topped the list. 

To validate this theory, Cymbiotika paired Pinterest’s platform metrics with Prescient’s campaign data. The results confirmed that Pinterest drove an impressive amount of people on-site with much lower CPM than traditional media channels like Meta. This knowledge allowed their team to pinpoint a key source of high website traffic and decrease CAC, leading to a substantial increase in profitability. 

Today, Cymbiotika has doubled down on top of funnel tactics to attract new customers. It’s one of the most cost-effective strategies in Cymbiotika’s mix. They also rely on Prescient’s measurement to inform any ad spend decision they make.

Prescient helped us increase the gap between our customer lifetime value and acquisition costs. Now, we are reaching many more people, and we are spending much less to acquire them.

Results 

Cymbiotika decreases CAC with Prescient

With Prescient, Cymbiotika has found a comprehensive overview of performance, which allows them to measure the Halo-Effects of top-of-funnel campaigns and improve acquisition costs.

Moving forward, Cymbiotika is excited to use Prescient’s Optimizer and Performance tools to optimize ad spend on newly discovered profitable channels like Pinterest, Snapchat, and TikTok. 

Using Prescient’s MMM alongside in-platform metrics and another click-based attribution tool allows us to make data-driven decisions about our marketing budget and scale spend on new channels.