Case Study: Tatcha achieves 8.5x higher revenue performance with mParticle

How Tatcha Elevates Personalization and Revenue with AI-Powered Insights

Tatcha, a luxury skincare brand, wanted to scale more personalized customer experiences across channels without adding complexity or building AI models in-house. The team aimed to increase engagement and retention, improve lifetime value, and make its marketing as intentional as its products.

Tatcha partnered with mParticle and used its predictive capabilities to identify customers most likely to complete the Ritual Finder quiz. The campaign delivered 8.5x higher revenue performance, a 3x higher click-through rate, and a 5x higher conversion rate versus the evergreen Standard Audience, while 60% of campaign revenue came from the high-propensity audience despite it being one-sixth the size.

Tatcha

Jacqueline Supman

Director of Product Management