Case Study: OluKai achieves a 20% CAC reduction with Haus Causal MMM

OluKai cuts CAC 20% with Haus

OluKai, a premium footwear brand, faced a challenge with its marketing measurement as it entered a critical quarter. Their existing marketing mix model (MMM) vendor was providing guidance that did not align with their actual performance, leading to a 20% higher customer acquisition cost (CAC) than predicted. Under pressure to ensure efficient spend, they needed a measurement approach they could trust to make real-time decisions.

Haus implemented its Causal MMM solution, which used OluKai's causal experiment data to provide scientifically grounded channel recommendations. Acting on Haus's guidance, OluKai immediately reallocated 50% of its budget from view-through channels into Meta and reduced total marketing spend by 15%. The result was an immediate 20% reduction in CAC, with the model's forecasts closely matching actual performance and holding for several weeks.

OluKai