The Jones Road Playbook: How On-Demand Data Enables Rapid Testing Across Acquisition & Retention 

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The Jones Road Playbook: How On-Demand Data Enables Rapid Testing Across Acquisition & Retention 

Founded by iconic makeup artist Bobbi Brown, Jones Road offers a glimpse into the future of clean beauty and better-for-you skincare. In late 2020, the beauty brand launched with six hero products and has ambitious plans to rapidly expand their product footprint. 

We sat down with Cody Plofker, Director of eCom at Jones Road, to better understand how the brand leverages Tydo to develop high-performing acquisition and retention campaigns.

“Having the right data is essential for our marketing efforts. Using Tydo, we know where to look, what to test, and what drives meaningful outcomes.” 

Phase One: Analyzing Health Metrics  

Every morning, the team at Jones Road runs through a business health check. 

Using Tydo, they run through key data surrounding acquisition, retention, and conversion. More specifically, the team checks in on AOV, CAC, MER, and blended ROAS. When it comes to making strategic decisions around conversion rate optimization, MER and CAC are their north stars.

Once Jones Road onboarded with Tydo, they immediately began to use the tool as a means to understand what’s going right and wrong across each business vertical. While the team dives deep on metrics, the work doesn’t stop there. They need to know the why behind the data.

“Step one is reviewing the overall health of the business, specifically diving deep on organic and paid marketing efforts. Then, we shift into action.”

Phase Two: Developing Clear Hypotheses 

Once the team has reviewed performance data and pulled out distinct purchasing trends, they’ll shift into hypothesis development to inform action that needs to be taken accordingly.

For example, if Tydo is communicating that the brand’s CAC is higher than usual for a handful of days on end, the team will dive deeper and explore the why behind the numbers. The hypotheses in this case may include consistent ad performance yet decreased organic traffic, poor paid ad performance across Facebook or Google, or decreased landing page conversion percentages.

Using Tydo, the team knows where and when to ask the right questions to form hypotheses. Then, they’ll use that qualitative feedback to roll out tests across retention or acquisition.

“When we’re diving into the business and doing the necessary detective work, it’s critical that we have access to our top five or six metrics on one single dashboard. That’s absolutely essential to our team’s success.”

Phase Three: Layering Data to Drive Outcomes

After clear, data-driven hypotheses have been developed, the team will quickly push out a range of tests to aggregate quantitative feedback around the trend they identified.

If their conversion rate has been slipping for more than a few days in a row, the team will dive into traffic distribution metrics to silo out individual traffic source conversion percentages. For example, at Jones Road, email might convert at 8% while Facebook might convert at 2%. Once the individual source has been identified as a culprit, the marketing team will roll out tests to improve that conversion rate, spanning new visual assets, ad copy, and landing page flows.

Yet, it’s important to note that the numbers only tell part of the story. Throughout these tests, Jones Road will layer qualitative feedback over their hard data. For example, they’ll often layer their data by integrating input from the CX and sales teams around real-time behavioral trends.

This process of layering data requires robust internal communication workflows, underpinned by a clear delineation of people’s roles and resulting insights. Pulling together individual team members’ perspectives into a holistic narrative is critical to rapid testing at Jones Road.

“The most important part of the process is aggregating input across teams. Only then can you clearly see a cohesive picture of what’s going on.

Data-First Product Development

When it comes to new product launches, particularly in the emerging clean beauty industry, the team leverages both quantitative and qualitative data inputs, as well as direct feedback from Jones Road founder Bobbi Brown. 

Their number one priority is listening intently to customers around which bundles, products, or looks they want, but aren’t currently being served via the Jones Road product lineup. 

On the quantitative side, it’s all about diving into their best-selling beauty products and shades. More recently, the team created a personalized communication channel for new customers in an effort to quantify and gather feedback around their unique problems, concerns, and interests.

Interestingly, there are also a range of opportunities for both customer feedback with targeted audience development. For example, the team implemented a makeup quiz on their site to gather data around customer psychographics and potential new product formulations. In addition, the quiz serves as a high-converting lead magnet to scale up their top-of-funnel.

“In terms of new product dev, we’ve been able to fluidly merge anecdotal customer feedback with rigorous quantitative data on Tydo’s platform.”

Aligning External Partners 

When it comes to strong alignment with external agencies, Jones Road is best-in-class.

The key to a healthy, two-sided partnership, according to Cody, is a combination of clarity and context. First, brands need to provide agencies clear outcomes and targets on a monthly and quarterly basis. Second, brands need to provide relevant products and offer context for agencies to successfully execute across paid performance channels, and in turn drive increased revenue.

At Jones Road, mobilizing data analytics through Tydo has become a crucial component in the process of aligning with agency partners. Using Report Cards, Jones Road is able to ensure that their partners have improved levels of clarity and context around performance expectations, specifically when it comes to ongoing acquisition and retention targets.

“With the help of Tydo, we’re always on the same page with our agency. Having access to the same data sets immediately forces alignment."

Aligning Internal Stakeholders 

At Jones Road, it’s critical that everyone has a thorough understanding of data analytics. 

For example, designers need to know how certain images drive a higher CTR, while copywriters need to be able to access performance data around which CTAs are consistently converting.

When it comes to cross-team communication, Cody leverages Tydo to help educate and inform the rest of the team, including the board, about their north star metrics. When it comes to ensuring internal team alignment on the fundamentals, Cody offers four pieces of advice:

  1. Start by ensuring your products are world-class, full stop.
  2. Create strategies early on to generate organic traffic.
  3. Work towards healthy profit margins as a north star.
  4. Optimize for strong cohort retention on day one. 
“Retention and acquisition go hand in hand. The better you are at retaining users and driving organic traffic, the more you can spend on acquisition.” 

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