Marketing Science Om Mushroom Om Mushroom increased average monthly new subscribers by 66% using DataSix analytics. 66% Increase in Average Monthly New Subscribers 47% Increase YoY in Net Revenue 11% Increase in AOV YoY The Overview Om Mushroom, the budding brand behind single species and mushroom superfood blends designed to promote immunity, vitality, cognitive health, and energy, came to MuteSix to drive growth via an integrated omnichannel strategy. Part of Om Mushroom’s goal was to boost customer LTV by converting one-time purchasers (OTP) into subscribers. In order to meet and exceed their goals, the brand tapped into MuteSix’s DataSix services to dive deep into relevant performance trends and make campaign optimization recommendations. The Strategy In order to convert more OTP into loyal subscribers, Om Mushroom leveraged MuteSix’s DataSix services to better inform key elements of their omnichannel strategy, including marketing spend allocation, creative messaging, targeting tactics and goals, and channel-specific growth opportunities. To do this, the DataSix team of analysts and strategists monitored product performance, promotional code activity, and subscription trends on a monthly basis. Collectively, these in-depth analyses allowed the team to understand campaign strengths and weaknesses that allowed them to recommend campaign pivots and identify new opportunities. 1. Product Performance The team broke their product performance analyses into several data buckets, including Activation Rate, OTP-to-Subscriber Rate, Monthly Churn Rate, Monthly Growth Rate, Number of New Subscribers, and more. With this data, the team was able to pinpoint the five products in their vast catalog with the highest potential for boosting customer LTV. With this robust data at their fingertips, they were then able to make targeting, testing, messaging, and budget recommendations for each of these five products. For example, by comparing LTV by product type MoM, the DataSix team discovered that Om Mushroom’s capsules ranked highest. As such, they recommended testing more capsule-focused creative angles for retention audiences, as well as cross-selling these products at checkout. 2.Promotional Code Activity The team then dissected promotional code activity, mainly by comparing the performance of past promo codes in terms of Number of Orders, Average Order Volume (AOV), Revenue, Purchase Frequency, and Number of Return Orders. In doing this, the DataSix team was able to make specific promotional campaign recommendations for reclaiming former shoppers, increasing AOV, and boosting return orders. 3.Subscription Trends The DataSix team also analyzed MoM subscription trends, including a detailed comparison of customer LTV broken into subscriber and non-subscriber cohorts, as well as Customer Retention, broken down into the same two cohorts. With these in-depth monthly subscription trend analyses, the team was able to identify more effective testing strategies, map out targeting timelines, and pinpoint channel-specific opportunities for growth. The Success Om Mushroom saw the following results soon after implementing DataSix’s full-funnel, omnichannel recommendations: 66% Increase in Average Monthly New Subscribers 47% Increase YoY in Net Revenue 11% Increase in AOV YoY Back View Next Case Study