Case Study: a DTC eyeglasses brand achieves geo-personalized marketing and faster testing with Faraday

DTC Eyeglasses Brand improves CAC efficiency with Faraday

a dtc eyeglasses brand faced a challenge because its most valuable customer data, Protected Health Information (PHI), could not be used for marketing due to HIPAA regulations. This created significant blind spots, increasing customer acquisition costs and slowing down campaign testing. The brand partnered with Faraday to use its consumer data to overcome this.

Faraday appended non-PHI consumer data from its Identity Graph to the brand's customer records. This provided reliable demographics and location context, enabling geo-personalized messaging and faster testing without PHI approvals. As a result, the brand rebalanced its audience age distribution, saw high engagement from store-adjacent messaging, increased testing velocity, and improved CAC efficiency.