Jones Road Beauty Pivots Marketing Spend Daily with Daasity
How does a leading beauty brand that acquires over 800k new customers a year retain them?
Daasity has been a game changer for how we operate. It’s helped us scale, make faster decisions and improve retention strategies.
Bianca Polycarpe, Head of People
- Aquired 862,065 new customers annually and gained a better understanding of path from first to second purchase.
- Expanded into UK and European markets while keeping gross margins strong at 89.72%.
- Discovered customers repurchase within 15-20 days (not months), completely transforming their retention strategy.
Data Challenges
Jones Road Beauty, founded by makeup artist Bobbi Brown, creates clean, high-grade formulations designed to work on every skin type and tone. As a fast-growing brand, they found themselves managing an increasingly complex data ecosystem.
Their marketing team was juggling high spend across Facebook, Google, TikTok, Instagram, and Pinterest, but lacked real-time visibility into which campaigns drove actual sales. The challenge grew more complex with their extensive product line. Multiple shades per SKU made it nearly impossible to track whether specific shade promotions actually increased sales of those colors.
Most critically, they lacked insights into customer purchase patterns, leaving them guessing about optimal retention strategies and when customers were most likely to make their second purchase.
Overall, manual processes slowed critical decision-making. Their CEO needed daily sales reports, their retail team required third-party warehouse data, and inventory tracking during launches demanded constant monitoring.
Since all the data is in one place, analysis is much faster. Instead of pulling data separately from Shopify, Klayvio, and other platforms, we can access everything in Daasity."
Bianca Polycarpe, Head of People
Data Solutions
After evaluating multiple options, Jones Road's CEO chose Daasity for its ease of use and competitive pricing.
Daasity was easier than expected to set up. Shopify and Klaviyo integrated seamlessly, and Jones Road quickly built automated reporting that transformed their operations. Daily reports now flow into the CEO's forecasting files, while custom dashboards track everything from live inventory during launches to retail performance across regions.
The brand finally gained answers to complex questions, like whether ads for specific shades drove sales of those colors, building custom retention analysis models, and tracking product purchase sequences.
I had never heard of a company like Daasity before. My experience has always been with data engineers building things out in-house. I was shocked at how quickly everything was set up without needing an in-house data engineer.
Benjamin Rosenwald, Senior Manager of Data
The Results
Daasity fundamentally changed how Jones Road operates. Teams now make daily decisions based on real-time data: marketing adjusts campaigns within 24 hours based on contribution margins, retention rewrote their entire email strategy after discovering the 15-20 day repurchase window, and the team can finally see which first-time buyers become loyal customers.
Most importantly, the entire organization—from account managers to the CEO—actively uses Daasity to make data-driven decisions, creating a truly insights-led culture across the company.
Our retention team leverages the data from Daasity to ask the right questions, like how quickly someone makes a purchase after signing up for emails or what products they’re buying. If a customer buys Miracle Balm, our top seller, what else are they likely to purchase?"
Bianca Polycarpe, Head of People
862,065
new customers aquired
862,065
new customers aquired
15-20
day repurchase pattern identified
15-20
day repurchase pattern identified
89.72%
gross margin upheld
Want to See Similar Results?
Reach out to schedule a personalized demo or try Daasity now for 14 days free!
Want to See Similar Results?
Reach out to schedule a personalized demo or try Daasity now for 14 days free!
