Breakthrough cellular technology deserves a breakthrough CDP

Challenge:

MitoQ is a groundbreaking cellular health technology designed to optimise the performance of the mitochondria – known as the ‘powerhouse of the cell’. The commercial model for delivering MitoQ’s innovative products to those who can benefit the most is activated via direct-to-consumer (D2C) digital marketing channels. This involves a complex sales process revolving around a consumer truly understanding the benefits of the product: how it relates to their health needs, the science behind it, product efficacy and customer endorsement.

Solution:

The company’s focus was to create a breakthrough digital ecosystem that took full advantage of trusted, consent-based, first-party data across all sources at an international scale. Only then could MitoQ confidently guide customers and prospects through the sales journey, from initial interest to education to purchase to subscription. This required the unification of disparate data sources, with Tealium’s scalable CDP selected by MitoQ to connect all customer-facing assets and build outcomes-based use cases.

Results:

With Tealium CDP, MitoQ achieved double the rate of shop page visits. Impressively, the click-through rate (CTR) significantly increased by 104% with respect to targeted acquisition campaigns through Meta. From the all-important consumer education viewpoint, traffic to MitoQ’s science content pages increased by x2.5. In linking MitoQ’s marketing efficiency gains to commercial outcomes, the company attained an astounding 200% improvement in profitability via D2C channels in the first half of 2023.

An Unwavering Commitment to Health and Wellbeing

There are 37 trillion cells in the body that constitute a human life. Healthy cells are a vital contributor to our energy levels and wellbeing. MitoQ is a groundbreaking cellular health technology designed to optimise the performance of the mitochondria within those cells. Known as the ‘powerhouse of the cell’, mitochondria generate the energy that is essential to cellular survival and functioning.

Streamlining a Complex Path to Purchase amid Signal Loss

The commercial model for delivering MitoQ’s innovative products to those who stand to benefit the most is activated via D2C digital marketing channels. This involves a complex sales process revolving around a consumer truly understanding the benefits of the product: how it relates to their health needs, the science behind it (including validation), product efficacy and customer endorsement.

MitoQ was distinctly aware of the D2C e-commerce changes occurring as a result of market dynamics, evolving privacy laws and signal loss from third-party sources.

The company’s focus was to create a breakthrough digital ecosystem that took full advantage of trusted, consent-based, first-party data across all sources at an international scale. Once a robust first-party data foundation was established, MitoQ could confidently guide customers and prospects through the sales journey, from initial interest to education to purchase to subscription. The task required the ability to personalise all experiences at every touchpoint precisely in line with real-time individual needs.

MitoQ’s innovative cellular health products are designed to imbue vitality into the powerhouse of the cell, known as the mitochondria. In selecting a CDP, we sought to identify a technology partner aligned to our commitment to groundbreaking innovation for the greater good. As the global CDP pioneer, Tealium was our technology partner of choice to yield improved real-time insights that advance consumer welfare throughout a customer lifecycle.

With Tealium CDP, MitoQ has enhanced customer education at critical touchpoints along a path to purchase. By empowering customers to determine the products best suited to their health needs, our subscription revenue has increased by an incredible 86% in the second year post-CDP adoption. Tealium has enabled MitoQ for performance in an AI-led future through a trusted first-party data foundation that will accelerate our roadmap for customer-centric health innovation.

Shaun Price

Head of Customer Acquisition – MitoQ

Gleaning Customer Insight in Real Time

The first step in MitoQ’s customer insight transformation was to unify all data sources via a powerful CDP. Tealium CDP was selected to connect all customer-facing assets and create outcomes-based use cases.

To maximise the value of CDP adoption, MitoQ recognised the importance of marrying technology with strategy. By appointing Tealium solution partner, SpeakData, to provide strategic counsel, MitoQ accelerated time to value by establishing a trusted first-party data foundation. With a newly established first-party data foundation, MitoQ collaborated with SpeakData to develop a set of scenarios centred around enhancing customer engagement to leverage API connections to digital touchpoints.

Tealium’s highly versatile and infinitely scalable CDP empowered MitoQ to collect and unify data via every customer engagement with emails, the service centre, website and paid media.

Acting and Reacting to an Individual’s Interest and Need

Once implemented, the CDP provided MitoQ with real-time insight into engagement and purchase behaviours to badge a customer depending on their place in the purchase cycle. The CDP subsequently leveraged that information to trigger appropriate communications based on each unique customer’s behaviour. Artificial intelligence (AI) enhanced MitoQ’s ability to predict future behaviours and allow relevant responses to maximise the sales conversion rate. In turn, MitoQ could take a highly personalised and contextual approach to delivering relevant content to the right customers to build better brand connections. Most importantly, the company could promote consumer welfare by identifying the most opportune time to educate and empower customers to make optimal decisions in relation to their health and wellbeing.

As Tealium’s first certified solution partner in New Zealand, SpeakData is at the forefront of accelerating the time to value of CDP adoption. Our strategic counsel empowered MitoQ to maximise the value of CDP adoption through an effective implementation, and the transformation of disparate data into a strategic asset for real-time activation.

With SpeakData’s trusted expertise, MitoQ could deliver world-class omnichannel experiences activated via Tealium’s CDP to inspire consumer action through impactful education. In turn, MitoQ is at the forefront of global health innovation to serve the wellbeing of its customers optimally.

Paul Hickey

Managing Director – SpeakData

Success across all Engagement Parameters

During the implementation phase, between January 2022 and July 2022, MitoQ achieved double the rate of shop page visits. Impressively, the click-through rate significantly increased by 104% with respect to targeted acquisition campaigns through Meta. From the all-important consumer education viewpoint, traffic to MitoQ’s science content pages increased by x2.5. In linking MitoQ’s marketing efficiency gains to commercial outcomes, the company attained an astounding 200% improvement in profitability via D2C channels in the first half of 2023.

Deepening Customer Relationships

Subscription revenue, a measure of loyalty and long-term value, increased by a substantial 86% in the second year. Additionally, MitoQ’s results were consistent across all key markets globally. Between 2020 and 2022, digital revenue in the countries MitoQ operates experienced phenomenal growth. A few examples include:

• China – 86% revenue increase
• USA – 59% revenue increase
• Australia – 56% revenue increase
• UK – 42% revenue increase

Transformation across Touchpoints through Unified Data

With Tealium CDP as the foundation of its tech stack, MitoQ has developed a long-term data strategy centred around accurate customer insights that yield improved timeliness and personalisation of communications. Unifying data from all interactions and being able to act and react to each customer event, with a clearer understanding of their customers’ position in the journey, has transformed the company’s success throughout a customer lifecycle.

Simultaneously, MitoQ has developed a future-ready privacy strategy, underpinned by effective data governance to enable consent-based collection and use of first-party data.

The CDP Modernises the Marketing Culture

With the ability to control sequenced information, MitoQ has developed a marketing culture that embraces innovation to continually test, learn and optimise. As proven go-to-market formulae are achieved, they can be replicated at scale to new audience segments, new geographical markets and new e-commerce platforms. Consequently, MitoQ is pioneering a new era in digitally delivered health solutions, one customer interaction at a time.

Preparing for an AI-Led Future

As AI continues to evolve, faster and more accurate reaction times will see ROI thrive through minimising marketing inefficiencies. The ability to know what works and through which customer events – messages, offers, timeliness – enables appropriate solutions to be developed at scale. In turn, this will continually improve consumers’ knowledge of the product and its benefits to increase sales and promote long-term value from established customers.

Download PDF