Intellibed Case Study: Turning Data Doubts into a 400% Growth Story
🛏️ Back in 2019, Intellibed invited us in with a big question mark hanging over their data. They had numbers—but were those numbers worth anything? They were flying blind with a media vendor who couldn’t show them where dollars were going, and their brand-new website and creative didn’t have a clear path to the right audience. In short: they had tools, but no flashlight.
That’s where we came in—with a three-part plan to bring clarity, strategy, and confidence to their data story.
🔍 Part 1: The Data Deep Dive (a.k.a. “Is our data even usable?”)
Our first step? A good old-fashioned Data Audit. We rolled up our sleeves and dove into Salesforce, CallRail, Zendesk, and Pardot to see if the data had any meat on its bones. Spoiler alert: it did—but it needed a little tough love.
We found overlapping IDs, inconsistent fields, and enough formatting quirks to make a spreadsheet scream. But under the mess was real value. So we created a roadmap to clean things up, improve future data entry, and (most importantly) start trusting the numbers.
🧩 Part 2: Pattern Recognition & Purchase Pathways
Once we had clean data, the fun began. We used a blend of Business Analysis and Market Segmentation to understand how Intellibed’s marketing efforts were (or weren’t) working.
We used a Recency/Frequency/Monetary (RFM) model across Nielsen DMA markets, uncovering that just a handful of regions were driving most of their sales. That let us zoom in on the right audiences—because throwing spaghetti at the wall is not a strategy.
Then we mapped media spend (thank you, city-coded reports) against those markets to see which investments were actually working. Spoiler #2: some weren’t. But that insight let us connect the dots between awareness, conversion, and growth.
🧬 Part 3: Who Are These People?
The final chapter: understanding who Intellibed’s customers really were—and where they lived, quite literally.
We layered in Cluster Analysis on top of the RFM data and uncovered two very different audience groups. Different family structures, education levels, incomes—you name it. That meant we could recommend localized media strategies tailored to who these people were, not just where they were.
Forget one-size-fits-all. This was mattress marketing with precision.
💡 Results That Didn’t Sleep on It
With a clear understanding of what was working (and what wasn’t), Intellibed launched new marketing campaigns grounded in the data we helped surface. The result? A 400% increase in sales over two years—enough to grab the attention of Purple Mattress, who later acquired them.
That’s the power of blending curiosity, clarity, and some seriously nerdy analytics.
Final Thought:
We don’t just make dashboards. We make decisions easier. Because at the end of the day, it’s not about the data—it’s about what you do with it.