All case studies

A health and supplements brand · Health · Supplements

$35M+ GMVSignal RecoveryFor: Head of Retention

Making lifecycle marketing work again after iOS

The retention programme was well built. It was running on customer profiles that had quietly become incomplete.

+30%
More effective lifecycle programmes post-iOS
+15%
Larger addressable segments after profile recovery
+12%
Higher repeat revenue from restored flows
0
Existing flows rebuilt

Their unseen challenge

Good flows, degraded inputs

Issue
  • Post-iOS signal loss left customer profiles missing key events and identifiers.
  • Segmentation and triggers silently applied to fewer people than intended.
Effect
  • Flows under-triggered.
  • Segments shrank without anyone changing them.
Result
  • Lower lifecycle revenue attributed to creative, not data.
Impact
30% more effective lifecycle programmes, 15% larger segments, 12% higher repeat revenue

The solution

Consequential alongside the retention stack

Consequential recovers and validates first-party signal, then pushes complete profiles into the existing email and SMS platform rather than replacing it.

Complementary, not replacement

The retention platform stays. The data reaching it gets fixed.

Identity recovery

Recovered server-side events restore profile completeness.

Flow-level monitoring

A flow that stops triggering is surfaced as a revenue issue.

The results

What changed with Consequential

Larger addressable segments

Segments recovered the customers signal loss had removed.

More effective flows

Lifecycle programmes performed 30% better post-iOS.

Nothing rebuilt

Existing flows kept working, with better inputs.

Ongoing validation

Silent flow breakage is caught rather than discovered quarterly.

We spent months optimising the flows. The problem was that half our customers never made it into them.Head of Retention, supplements brand

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$15B in brand revenue under management · all inbound