Fixing Margin and Retention Visibility for a Scaling Wellness Supplements Brand
Creating one trusted view of profitable growth across products, customers, channels and markets.
Vertical
Retail & ecommerce
Solution
Data Management & Infrastructure
Capability
Data Engineering | Business Intelligence | Reporting | KPI Framework
Benefits
Through this process, the prject deliver clear benefits and deliverables:
Visibile and Clear Profitable Growth: Leadership could see which products, channels, cohorts and markets were driving margin, not just revenue.
Faster Commercial Decisions: Teams spent less time reconciling Shopify, Amazon, finance and marketing data, and more time acting on performance.
Stronger Growth Efficiency: CAC, payback, retention and margin could be assessed together, helping the brand improve acquisition quality, reduce churn and control costs.
Solution
We implemented a scalable, end-to-end view of business performance, shaped around the growth priorities and reporting needs shared by the business.
KPI alignment and metric definitions:
We worked with finance, ecommerce, growth and commercial teams to agree consistent definitions for core business metrics, removing confusion in weekly trading, finance and leadership discussions. We also connected and reconciled data from Shopify, Amazon, subscriptions, CRM/email, paid media, finance spreadsheets and wholesale/international sales sources.
Unified Performance View:
We proceeded by building a practical commercial data layer connecting ecommerce, marketing, customer and finance sources into one trusted view of revenue, margin, acquisition, retention and channel performance. We also automated data cleaning and reconciliation across orders, customers, products, campaigns, cohorts, channels and markets, enabling like-for-like performance comparison (i.e. profitability by product, channel and market etc.)
Growth Quality Analysis:
We created profitability views across products, bundles, cohorts, channels and markets, showing where growth was genuinely profitable after discounts, fees, fulfilment, paid media, retail terms and market-specific costs. By linking customer and subscription data to acquisition source, first-order product and market, teams could better understand repeat purchase, churn, LTV and payback by cohort. Synthesis then delivered focused reporting views for finance, ecommerce, growth and leadership, helping teams decide which channels to scale, which products to prioritise, which offers protected margin, and which markets were strongest after costs.
Challenge(s)
With continuous scaling, some commercial decisions became chalenging as the required performance data was spread across multiple systems, files and teams. Finance, ecommerce, growth and commercial teams were often working from different versions of the truth:
Shopify showed one view of DTC performance.
Amazon sat in a separate set of reports.
Subscription and CRM platforms showed customer behaviour, repeat purchase and churn.
Paid media platforms showed spend and ROAS.
Finance maintained its own spreadsheets for revenue, margin and profitability.
This created several practical challenges:
Commercial visibility: Leadership could see sales growth, but it was harder to understand which products, channels and markets were actually profitable after discounts, fees, fulfilment costs, media spend and retail terms.
KPI consistency: Metrics such as revenue, margin, CAC, payback, LTV, churn and repeat purchase were not always defined or calculated consistently across teams, making weekly performance discussions slower and less decisive.
Channel profitability: DTC, Amazon, retail, wholesale and international markets all had different cost structures, making it difficult to compare performance on a like-for-like basis.
Manual reporting effort: Too much time was spent pulling exports, updating spreadsheets, checking numbers and reconciling files before teams could make commercial decisions. Although the brand had access to extensive data, the challenge was turning it into one trusted view of profitable growth.
Summary
A fast-growing UK wellness and supplements brand, selling across DTC ecommerce, Amazon, subscriptions, retail and international markets, partnered with Synthesis Data Analytics to improve commercial visibility across its expanding business. By bringing together fragmented ecommerce, customer, marketing and finance data, Synthesis helped the brand understand which products, channels, customer cohorts and markets were driving profitable growth, and where margin, retention and acquisition performance needed closer control.
Focused on
Business Objectives
Built Around Your Needs
Bespoke
Data Soltions
Engineering trust and claring in every decision through Data and AI.
Browse
Data Management & Infrastructure
Business Intelligence & Visual Analytics
Services
Contact
Ground Floor Unit B,
Lostock Office Park, Lynstock Way Lostock,
BL6 4SG, Bolton