Beekman 1802 drives 11% ROAS boost, 2x impressions with Prescient AI in less than four months

Learn how Prescient’s unbiased cross-channel measurement and halo effects helped Beekman 1802’s David Baker scale key channels with confidence.

Since joining Prescient (Prescient platform data):

• 2.5x increase in share of media mix going to TV channel
• 2x increase in total paid impressions
• 11% increase in media ROAS in four months

Prescient allows us to track the impact of scaling upper funnel channels AND campaigns across platforms, not just Meta. It gives us clear insights, down to the campaign level. It quantifies the impact of TV and other channels that I knew from experience move the needle. We can more confidently invest and measure results, and confidently scale our awareness channels.

David Baker, Chief Digital Officer

About

Beekman 1802 is a Dr. Founded skin health brand based on the clinical science of goat milk. Beekman 1802 has grown from one bar of goat milk soap into the world’s biggest goat milk-based skin health company. Their products are sold online, and in Ulta Beauty, Target, Amazon, and specialty stores.

David Baker is Beekman 1802’s Chief Digital Officer (CDO) and has been with the company for over two years. Prior to Beekman, David worked as a growth & analytics leader at large omnichannel brands like L’Oreal, Bonobos, and Bare Minerals, he also previously spent four years at Google working with nonprofits, governments, and other major cause-related marketing brands digital efforts.

Challenge

Beekman 1802 wanted an unbiased and trackable way to scale upper funnel channels.

Most eCommerce brands apply scale to existing channels and wait for efficacy to drop before testing new ones. Knowing that their opportunity was unlike many ecommerce brands, Beekman 1802 hired David Baker, who has helped scale global brands through a diverse portfolio of channels.

Beekman 1802 knew from experience that channels beyond Meta and Google, like connected TV (CTV) and Linear television ads, were effective, they were limited by the in-platform tracking available in these channels. On top of which, last-click and multi-touch attribution (MTA) data appeared to be taking credit for the effects of these investments.

As a result, David and his team including his media agency Cart.com were limited in scaling upper funnel tactics without direct proof of performance. Unlike many other brands with the same challenge, Beekman had David’s expertise in seeing the outcome of proper upper funnel investment, particularly in TV. He was just lacking an MMM tool that had the ability to consistently measure results without platform bias at the speed of ecommerce to support the scale he knew was possible.

Solution

Prescient’s MMM helps track key upper-funnel spend.

Prescient enabled Beekman 1802 to connect all their important channels, including Tatari for Linear TV and CTV, NeonPixel for CTV, and others to gain an unbiased performance view of their entire marketing mix. Without the need for pixels, Prescient’s models were able to right-size the impact of normally hard-to-track TV spend via halo effects on both Beekman’s eCommerce sales and their Amazon sales down to the campaign level, including historical data.

David and team could now quantify how much their Linear TV investment impacted their revenue, allowing them to scale these campaigns faster than others, shifting their media mix more heavily into these efficacious channels with consistent and trackable results.

Results

Beekman 1802 was able to grow key channels 2.5x while increasing ROAS by 11%.

Most eCommerce brands shy away from investing in certain channels because of the perceived difficulty of measuring impact and getting a strong ROAS. However, at Beekman 1802, David leveraged his expertise in growing large brands and partnered with Prescient AI to confidently ramp spend into these key upper funnel channels.

David increased his Linear TV and CTV media mix share by 2.5x thanks to the ability to track performance with Prescient. Combined with Beekman’s continued strong marketing efforts across the funnel, this channel growth doubled paid media impressions and increased paid marketing ROAS by 11% in just four months.

I know the power of real upper funnel marketing through decades of experience. I believe brands are doing a disservice to themselves if they don’t get the right tools to measure channels that can be transformative to their business. With Prescient, there should be that much less reticence to invest into things like Linear TV, CTV, and other traditionally “impression driving” channels because we now have a clear and sizeable—measurable—impact on revenue & profit.

-David Baker