When 3Z, a leading portfolio of exceptional sleep brands like Helix and Leesa backed by a world-class, vertically integrated manufacturing facility in Arizona, sought to better understand marketing performance and streamline measurement, it turned to DV Rockerbox™. With multiple brands operating under different strategies, DV Rockerbox provided granular insights while aligning data for 3Z’s portfolio.
3Z's marketing strategy was built on a sophisticated framework that integrated multiple methodologies, including in-platform analytics and proprietary internal models. However, as the portfolio grew, so did the challenges:
DV Rockerbox became a critical piece in 3Z's measurement framework, offering:
1. Illuminating the path to conversion.
3Z's customer journeys often spanned multiple touchpoints across several channels. DV Rockerbox provided clarity by uncovering each channel's role in driving conversions.
"DV Rockerbox has allowed us to see how channels work together, clarifying the roles each plays in driving conversions. This clarity enables better planning and cross-channel alignment." – Laur Fiatoa-Newman, Director of Growth, 3Z
With these insights, 3Z optimized campaign strategies to align with actual customer behavior, ensuring every dollar spent was impactful.
2. Harnessing data warehouse integration and custom credit allocation.
To achieve a "closer version of the truth," 3Z integrated DV Rockerbox's data into its internal warehouse, combining it with proprietary datasets to enable advanced modeling and precise channel evaluation.
"Custom weights help us calibrate DV Rockerbox's insights with our own data, giving us a more nuanced view of performance. This has been invaluable for validating strategies and making data-driven decisions."
This integration also enabled large-scale testing with reduced risk, allowing 3Z to confidently explore new channels and redistribute budgets effectively.
3. Bridging offline and online with conversion tracking.
DV Rockerbox's offline tracking capabilities transformed how 3Z measured channels such as TV, influencer marketing and direct mail. By connecting offline touchpoints to broader campaigns, 3Z unlocked new insights into their overall media mix.
"DV Rockerbox has been critical in connecting the dots between offline and online actions, helping us see how these channels work together in the larger mix.”
For example, DV Rockerbox validated the halo effect of TV on paid search; running upper-funnel TV campaigns led to more efficient lower-funnel results. This enabled significantly more effective budget allocation across the portfolio.
With multiple brands in the portfolio, 3Z used DV Rockerbox to create a unified measurement framework while tailoring approaches for individual brand nuances.
"Each brand has its own custom weights, and DV Rockerbox helps us compare channel performance and trends across brands to determine where the next best dollar should be spent."
Key outcomes included:
Testing was a critical focus for 3Z, and DV Rockerbox gave the confidence to experiment with new strategies at scale. Thanks to DV Rockerbox’s extensive set of integrations, adding new channels to the measurement framework was straightforward, with initial performance results available soon after launch.
"Adding DV Rockerbox to our testing mix has allowed us to explore new channels with greater confidence and validate innovative approaches."
DV Rockerbox's dedicated customer service team worked closely with 3Z to navigate complex integrations and build custom solutions that aligned with its advanced needs.
"DV Rockerbox's customer service has been incredible, partnering with us to develop custom solutions for our sophisticated measurement strategies."
Since adopting DV Rockerbox, 3Z has:
Looking ahead, 3Z plans to expand its use of DV Rockerbox by exploring year-over-year trends and implementing enterprise-wide reporting. These next steps aim to deepen insights and refine strategies across its growing portfolio. DV Rockerbox has helped 3Z navigate the complexities of modern marketing measurement.
By centralizing data, validating strategies and uncovering new opportunities, DV Rockerbox has empowered 3Z to scale smarter and generate growth for its portfolio.