Case Study


Data engineering and marketing insights.

About hayu

hayu is the place to watch your favorite reality shows whenever and wherever you want.

With loads of shows the same day as the U.S. and thousands of episodes of binge-worthy Box Sets from the start, hayu is the undoubted home of reality TV. And if all of that wasn’t enough, they’ve got exclusive clips, snippets you can share and your fave stars’ social media all in one place.

What We Did

The Problem

hayu had a lot of basic questions that were easy to ask but not so easy to answer.

How much did we spend on marketing, how many customers did we get, and how long did they stick around? They wanted those breakdowns by campaign, ad, keyword, region, content launch, etc.

Additionally, they wanted to be able to see how many customers they acquire by platform, region, and by each of those marketing attributes. Other questions included what’s the ROI of my marketing (LTV of customers acquired and spend for those efforts)? And how does it vary by platform, region, campaign, etc?

hayu had all the data to answer these questions in various silos but was looking for Pickaxe to bring it all together in one source of truth to be able to run analytics on the data more easily and efficiently.

The Results

For the first time, hayu can measure ROI of a marketing campaign by connecting the true LTV of new subscribers directly against the cost of advertising and paid media spend per platform.

hayu can now identify revenue leakage from quick churning customers, and stop campaigns that deliver lower value customers by using our solution to create exclusion lists that have immediate impact on marketing.

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Let us show you how we can help you make the most of your data.