Case Study: GOAT achieves 52% improvement in marketing efficiency and scalable lifecycle growth with mParticle

GOAT Lifecycle marketing strategy for scalable growth

GOAT, the sneaker marketplace founded to ensure authentic transactions, needed a scalable lifecycle marketing strategy to grow Customer Lifetime Value while managing cross-channel campaigns. Director of Growth Mike Phu faced challenges ingesting data from multiple channels into single customer profiles, keeping audiences and suppression lists up to date in real time, and relying on engineering to implement and maintain numerous vendor SDKs (Leanplum, AppsFlyer, Branch, etc.), which drained analytics bandwidth and slowed campaigns.

GOAT implemented mParticle as their Customer Data Platform to unify web and mobile events into persistent user profiles, forward real-time audiences to advertising and CRM tools, and eliminate manual list-building and SDK maintenance. Using mParticle, GOAT achieved a 52% improvement in marketing operational efficiency, a 3.5% reduction in marketing spend, saved thousands of hours for the Growth Analytics team, and enabled advanced MTA, CLTV, and incrementality modeling while improving marketing–engineering collaboration.

GOAT

Mike Phu

Director of Growth