Case Study

Gardyn’s Data-Driven Bloom: How Northbeam Helped Power Their Growth

An Insider Look with Director of Paid Media Derek Lauermann and Marketing Analytics Strategist Andy Pham

TL;DR

  • A True Partnership: Northbeam is Gardyn’s indispensable data partner and key decision-making tool
  • Clear Data Focus: With Northbeam, Gardyn dives deep into every metric—from cost per new visit to add-to-cart rates.
  • Smart Spending: A 69.4% reduction in Meta spend—with revenue flat—proved the power of data-driven reallocations.
  • Performance Boost: Key metrics are soaring, including a 95% boost in core performance and a 48% drop in cost per new visit.
  • Everyday Decisions: Gardyn’s team utilizes Northbeam’s insights every day to fine-tune their strategy.

Gardyn is a trailblazer in smart indoor gardening, empowering consumers to grow fresh produce at home with innovative, tech-enabled systems. To get the inside scoop on how data drives their marketing decisions, we spoke with two key figures at Gardyn: Director of Paid Media Derek Lauermann and Marketing Analytics Strategist Andy Pham. Their unfiltered insights reveal a story of transformation—from a time of guesswork to a world of data-driven precision, all thanks to their true data partner, Northbeam.

From Guesswork to Precision: The Pre-Northbeam Struggle

Before Northbeam, Gardyn’s approach to data was more like a wild guess than a finely tuned strategy. Director of Paid Media Derek Lauermann recalls the old days:

“It was like, nothing adds up. Our process was reluctantly trusting inflated in-platform data and cross-referencing that with Google Analytics. How can you confidently attribute sales to anything that way? It was all guesswork before Northbeam. You had to kind of just test things.”

When iOS 14 hit, the cracks in the system became glaringly obvious:

“Then came iOS 14 and everything became more difficult. Data gaps made optimizing campaigns a nightmare.”

In those frustrating moments, the need for a clear source of truth became undeniable. Northbeam stepped in, providing a granular look at every channel. As Derek explains:

Northbeam really solved that problem by showing us, granularly, which channels were driving quality traffic.”

This shift from a guessing game to precise, data-driven decisions not only clarified Gardyn’s marketing strategy—it redefined it.

Metrics Tell the Story

The impact of this transformation is best seen in the numbers. Gardyn’s strategic reallocation of their media spend is a testament to the power of understanding data deeply. Derek lays it out:

“We took 70% of spend down year over year on Meta—69.4%, to be exact—without sacrificing revenue. And, our MER is up in the high double digits, year over year.”

And it wasn’t just about cutting costs. The quality of traffic improved dramatically:

“Our Cost Per New Visit is down 48%, and our Add to Cart Rate is up 94%, which is huge. It’s about quality traffic driving efficiency.”

Shifting budgets from Meta to channels like Google, TikTok, Amazon, and YouTube wasn’t a shot in the dark. TikTok, for instance, saw a mind-blowing 1,478% increase in spend—from practically nothing to over 6 figures, year to date. These figures aren’t just impressive stats; they’re the foundation of real, actionable insights that have transformed Gardyn’s marketing game.

Northbeam: The Daily Data Check

For the Gardyn team, Northbeam is not a once-in-a-while dashboard—it’s part of their daily ritual. Every day, they check in on a suite of metrics that keep their strategy nimble and effective. Derek describes his routine:

“I have two different views I check daily: my Cash Reporting View versus my Media Buyer Accrual View. We’re able to see if the funnel is healthy, and if it’s not where we want it to be, we can immediately adjust and optimize for any cracks we may find. It’s not about one metric—it’s the whole picture. I’m tracking everything from Cost Per New Visit to Add to Cart rates. That waterfall of data tells me if our funnel is healthy.”

Andy adds:

“It’s crazy, because even though many brands might slash their spend and see a drop in new visits, we’re seeing almost flat new visits with dramatically reduced costs. That’s the magic of understanding every single data point.”

These everyday check-ins aren’t just about numbers—they’re about crafting a strategy that’s agile, informed, and ready to pivot at a moment’s notice.

Northbeam: The Decision-Making Tool

Gardyn’s partnership with Northbeam goes beyond mere data visualization—it’s about having a reliable partner in every strategic decision. Derek sums it up perfectly:

“I honestly couldn’t imagine running our campaigns without Northbeam. It’s not simply a tool; it’s a true data partner that transforms raw numbers into actionable insights.”

He doesn’t hold back:

“When it comes to strategic decision-making, Northbeam is the only companion I trust. I rely on it every single day, and my team wouldn’t be where we are without its insights. In our fast-paced world, having such a robust partner is priceless.”

This isn’t just a nod to a great tool; it’s a declaration of faith in a platform that stands at the core of their entire marketing strategy. Northbeam is the engine that powers their decisions, the silent partner behind every successful campaign.

Bringing It All Together

Gardyn’s story is one of transformation powered by a deep, trust-based relationship with Northbeam. Their journey shows that when you truly understand your data, every decision becomes a chance to innovate and improve. As Andy and Derek have demonstrated, every metric plays a critical role in shaping a strategy that’s both efficient and effective. And when you have the right data by your side, you’re not just surviving—you’re thriving. Every day, decisions fueled by Northbeam’s insights, ensure that every marketing dollar Gardyn has is invested wisely. And at that point, data moves from just a set of numbers, to the lifeblood of growth.

In the end, it’s clear that for Gardyn, Northbeam isn’t just another tech stack addition—it’s the source of truth that drives every strategic move.

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