Idyl built its dream first-touch attribution model and unlocked new insights
In 2020, siblings, Ornella and Ori Siso, and their close friend, Kevin Lewy, set out to disrupt the old-school diamond industry with Idyl: a sustainable, lab-grown diamond brand.
As a self-funded business, it’s no surprise that the Idyl team seeks a true balance between growth and profitability. In Ornella’s words, the team is data-obsessed. Given their high average order value (around $900) and long purchase decision cycle, Idyl needed custom data reports capable of connecting multiple channels and including a first-touch attribution model (the team’s POV on attribution), which is why they turned to Tydo.
Keep reading to discover why Idyl chose Tydo as its data and analytics partner.
The Idyl team’s staunch point of view on first-touch attribution required a customizable platform that could grow in lockstep with the brand. Pre-Tydo, Idyl manually tracked every sale (given their high AOV of around $900). Ornella even hired someone to handle all the tracking.
“We wanted to understand the funnel from A to Z: the length of it and every touchpoint along the customer journey,” says Ornella. “We invested so much time into tracking. It wasn’t scalable at all. It was so manual that there were always mistakes.”
To correctly trace an order back and attribute it, the Idyl team checked all their platforms and copy and pasted data into Google Sheets. It wasn’t a straightforward process. Plus, it took hours and hours.
In addition to saving the team hours, Idyl sought out a data platform that could help the team understand customer behavior. She approached the Tydo team with the following questions:
To answer these questions, Idyl needed a platform that could support its unique and dedicated point of view on attribution: a first-touch model that excluded orders from Google, direct, or organic. As a relatively young brand, Idyl believes that traffic from those sources is always driven by another source—mainly paid. Why? Idyl has a long purchase-decision cycle, meaning their customer journey includes multiple touchpoints before a purchase is made.
Idyl wanted to make sure they allocated marketing dollars to the channels that are the customer’s first point of awareness. So, Ornella looked for a data solution that could include conditional logic (if and or statements) to correctly attribute traffic from these sources in a way that made sense to her and the team.
“If I don’t know who’s driving what, then I don’t know where to allocate my budget,” explains Ornella. “That’s why I wanted a first-touch attribution model.”
Furthermore, since diamond jewelry is a highly considerable purchase, Idyl's marketing funnel lasts a few weeks, resulting in a lack of clear data from Facebook, YouTube, TikTok, and other ad platforms.
As a prior partner manager at Meta, Ornella knows the ins and outs of these ad platforms. She’s aware that many ecommerce brands have short decision cycles; therefore, they can rely on ad channel data to make smarter budgeting decisions.
However, as a brand with a longer purchase decision cycle, Idyl doesn’t feel confident relying on ad channel data. Rightfully so. Platform data is too quick for the pace of an Idyl customer.
“You can’t see data on these platforms anymore. Before, we could see everything and target anyone, but now everything is guesswork. As someone deciding where the budget is going, I need to have as much control as possible.”
When she first met the Tydo team, Ornella didn’t think her manual data process could be replaced by a solution like Tydo. “When the Tydo team told me it was possible, I didn’t believe them,” she says. “I didn’t think we could include all those exceptions and if and or statements. But, I was blown away.”
“Because our AOV is so high, we don’t have thousands of sales a day. It’s easy to see the discrepancy between our data and ad platform data. That’s why we did things manually, and that’s why we needed Tydo. Pre-Tydo, there was no other platform that I trusted except my own.”
After entering a partnership with Tydo, the Idyl team was quickly able to access fully custom data reports, featuring all of Ornella’s requests and requirements, including a first-touch attribution model.
To build Idyl’s reports, Tydo’s analysts pull data from a Google Sheet that Ornella regularly updates with influencer spend and data from Lucky Orange (a first-party data provider) and Shopify.
Using data from these platforms, Idyl’s Tydo reports surface all orders placed via Google, direct, and organic, so Ornella can see them in one place. Then, it uses conditional logic to skip those sources and give sales credit to the right source. In this case, Tydo leveraged Shopify customer tags so that Ornella can go in at any point and change the Shopify tag if she wanted to override Tydo’s logic. Tydo recognized that it would be important for Idyl, a data-obsessed company, to maintain some control.
Tydo’s data analysts also surface several interesting data points and visualizations including:
Now, Ornella has all the answers she needs for herself and her reporting and marketing meetings. “I typically dread those meetings because people ask a ton of questions, and then I have to spend hours digging for the answers. But now I can quickly get to those answers,” notes Ornella.
“The Tydo team brought deep tech and marketing knowledge to the table. I didn’t expect the whole process to open my mind about what’s possible. Now, I want to work with the Tydo team even more and continue brainstorming together.”
“I’m saving at least 15 to 20 hours a week with Tydo,” says Ornella.
The Tydo team replaced Idyl’s manual data process and 10xed the team’s expectations.
Nowadays, Ornella looks at her Tydo reports around five to ten times a day. “It’s so straightforward and gives my team and me a full sense of the business,” she says. “No other platform gives me anything like these data visualizations or LTV insights.”
Shortly after receiving her fully built-out reports, Idyl turned data into action. In their Tydo accountgoogle, they can segment returning customers down to the 2nd, 3rd, 4th, and 5th-time purchases. Noticing that the 3rd and 4th-time purchase bucket has become increasingly larger in recent months, Idyl decided to focus more attention on building out its loyalty program and engaging these customers.
For brands interested in using Tydo Custom, Ornella has some helpful advice: “Every morning, I have to decide where to allocate our budget and whether or not to increase or decrease it,” says Ornella. “Think about the hard decisions you have to make and your biggest blockers. Gut feeling is great, but you need data to back it up. Then, ask yourself what answers could support you in that decision-making. That’s where Tydo can come in and help give you those answers.”
“Before Tydo, I didn’t think surfacing this data was possible. Now, I can reach anything with Tydo.”
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