Scalable eCommerce growth engine drives 60% Revenue Growth
/
CLIENT
Universal Audio
Visit site
/
TIMELINE
3 months
Universal Audio has long-been regarded as the "gold standard" in audio production hardware and software.
With the launch of its new native software product line, which unlocked software products to everyone, the company crossed an important inflection point with a massive revenue opportunity on the other side.
New software aimed at a broader creator audience.
The opportunity was massive — but the marketing system wasn’t built for eCommerce scale.
Theo uncovered four key issues holding back performance:
Built for Hardware, Not eCommerce – Funnels and creative designed for high-ticket products didn’t translate to lower-cost digital offerings.
Fragmented Data – Disconnected systems across Shopify, GA4, and Segment obscured which channels were truly driving incremental revenue.
The Race to the Bottom – Heavy promotions boosted short-term sales but eroded margins and long-term value.
Undefined Success Metrics – Without LTV or CAC clarity, the brand couldn’t tell which efforts were creating real growth.
The challenge wasn’t just about fixing campaigns — it was about re-envisioning the growth model.
How can we scale marketing investment and drive incremental revenue?
/
SOLUTIONS
Transformation focused on efficiency, measurement, and smarter investment decisions.
Data & Infrastructure Overhaul
Delivered a phased roadmap to modernize tracking, creative, and testing processes — establishing the operational foundation for scalable eCommerce growth.
Built a clean reporting framework to power media and creative testing at scale.
Developed custom CDP “first order” events to optimize media toward acquiring net-new customers vs. existing / repeat sales.
Optimizing Channel Mix for Incremental Growth
Conducted global geo holdout tests to isolate incremental sales lift across UA's channel mix, resulting in major shifts in marketing investment.
Reoriented the marketing funnel around net-new customer acquisition strategies and KPIs, designed to drive first time buyers and build UA's contact database.
Expanded advertising footprint to generate sales lift in untapped, emerging markets (LATAM, SE Asia).
Product-First Creative Framework
Launched "UAD for You," a cross-channel campaign highlighting unique value of their gold standard software products, to offset reliance on heavy discounting.
Activated Shopify Dynamic Product Ads to deliver personalized experiences at scale.
Aggressive offer and creative testing program to identify high-impact acquisition drivers.
Lifecycle & Value Optimization
Integrated paid and owned channels to connect acquisition and retention.
Optimized toward incremental CAC and LTV, ensuring new-customer growth remained profitable over time.
Re-engaged dormant users through targeted lifecycle campaigns, increasing reactivation revenue and purchase frequency.
/
RESULTS
Turning Better Measurement into Breakthrough Growth
With a modernized data foundation and a more disciplined approach to testing, Universal Audio converted its new performance infrastructure into meaningful commercial results. Smarter channel allocation and net-new acquisition strategies delivered strong ROAS at greater scale, while product-led creative helped accelerate software growth and reduce dependence on discounts. Expanded reach across emerging markets and integrated lifecycle efforts drove a surge in first-time customers and re-engaged lapsed users. The result: UA’s most efficient, measurable, and growth-ready performance engine to date—culminating in record new customer volume and stronger, more diversified software revenue.
60%
Increase in SW eComm Revenue
90%
Increase in First-Time Buyers
152%
Increase in ROAS
