Case Studies / LaserAway

Skai’s Impact Navigator Measures the Effectiveness of YouTube Marketing for LaserAway

Challenge

LaserAway, the leading provider of individualized aesthetic dermatology services, is constantly experimenting and optimizing to stay out in front in a crowded and competitive market. Their team believed that YouTube Advertising could be a powerful medium for connecting with new and existing customers; however, campaign performance was always weaker than what could be achieved through other channels. In order to justify increased investment, the marketing team needed a way to measure YouTube’s true impact on their business.

Solution

Skai has been a LaserAway partner since 2017 and fully supports measuring YouTube using Impact Navigator, Skai’s incrementality measurement platform. LaserAway partnered with Skai to design a five-week experiment to measure the incremental impact of YouTube advertising on their net revenue.

The Impact Navigator platform’s algorithms identified a representative 30% of geos in which LaserAway could test YouTube. Limiting the test to just 30% of their market footprint allowed LaserAway to limit media cost, reducing the risk of wasted budgets during the test, while ensuring that they could be confident that results could be applied across their entire business. Where data analysis and test design would normally require several weeks and more than 100 hours from specialized data scientists, the Impact Navigator platform, an end-to-end testing and measurement solution, analyzed thousands of scenarios in seconds to carefully develop a recommended test design based on LaserAway’s business goals, allowing the LaserAway team to run the experiment they were hoping for without hiring expensive data science consulting resources.

Results

At the end of the five-week experiment, Skai Impact Navigator had measured a Return on Ad Spend (ROAS) 5X higher than previously measured by last-click attribution, as well as a more than 25% increase in the size of LaserAway’s business. As a result, Paul Baumgarthuber, LaserAway’s Chief Marketing Officer is feeling significantly more confident in the value of their YouTube investments. Following the insight from Impact Navigator, LaserAway has now been including YouTube as a key piece of the media mix.

“Thanks to our insights from Impact Navigator, we can now clearly see that YouTube drives significant incremental revenue to our business, helping us to justify increased investment in the channel.”

Paul Baumgarthuber, Chief Marketing Officer, LaserAway

About LaserAway

LaserAway is the nation’s leader in aesthetic dermatology.  They have over a decade of experience helping people of all skin types discover their best skin, with over 1.5 million treatments performed and new locations opening every month. Using state-of-the-art technology for maximum results, their clinics are supervised by board-certified dermatologists, and their treatments are implemented by clinicians who undergo one of the most comprehensive training programs in the business. LaserAway has over 60 locations across the country in California, Arizona, Nevada, Texas, Florida, New York and Chicago and specializes in Laser Hair Removal, Skin Rejuvenation, Body Contouring and Injectables such as Botox and dermal fillers.

Learn more at laseraway.com

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