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The Northbeam Effect: How Tumble Leveraged Northbeam to Further Power it’s Revenue Machine
From Media Buyer to Growth Architect
Before Andrew took the reins as Tumble’s Director of Growth, he was deep in the trenches of digital marketing at MuteSix, a performance marketing agency. That’s where he first encountered the world of MTA (multi-touch attribution) platforms. “Northbeam was always at the top of the list,” Andrew recalls. “When I joined Tumble, I knew we needed a more sophisticated way to measure performance.”
For the first year, Tumble relied on platform-reported metrics (we see you, Meta) and last-click data, which, in Andrew’s words, “is more limited... since it's single session.” But something wasn’t adding up. The team knew there was a better way to see the full picture.
In December 2023, they turned to Northbeam.
“We needed a tool that gave us a unified view of performance across channels and helped us cut through the noise of over-inflated platform metrics,” Andrew said.
The Problem: Are Kids’ Rugs a Flop or a Hidden Goldmine?
Tumble launched a kids’ rug collection late last year, hoping to expand beyond their traditional washable rugs. After a slow start to sales, they made a more aggressive push to market the product via partnerships and Meta advertising, tailored toward parents of infants and toddlers.
That’s when they turned to Northbeam to cut through the noise.
Instead of guessing, they leaned on Northbeam’s product attribution tool to analyze performance across channels. They ramped up their Meta advertising, built a dedicated kids’ funnel, and did a campaign push with Babylist.
The Northbeam Unlock: Proving the Demand Was There
Northbeam didn’t just help Tumble track revenue—it helped them see what was actually driving it.
“When we pulled the numbers in Northbeam, we realized that our kids’ rug campaigns were performing at the same efficiency as our best-selling washable rugs,” Andrew says. “If we had just looked at platform-reported data, we wouldn’t have seen that.”
The real kicker? 40% of the attributed revenue from these campaigns was coming from those new kids’ designs. With over 80 other designs for customers to choose from outside of their kids collection, it was a very encouraging signal.
“That’s when we knew,” Andrew says. “There was real demand, and we felt comfortable scaling up.”
With that clarity, they doubled down, spending more aggressively on the kids’ funnel and shifting their approach on creative and audience targeting.
Clicks + Views = Better Decision-Making
Initially, Tumble used a conservative one-day click attribution. With their consideration window expanding as they scaled, Northbeam helped them realize they were missing a huge chunk of conversions by relying on one-day click.
“We knew that directionally our average time to convert and average number of touchpoints to convert had grown as they continued to scale up our customer acquisition efforts, and through additional testing and analysis, 7-day click/1-day view was a better performance indicator for us specifically.”
The addition of Northbeam's Clicks + Views Enhanced model has also given them more confidence when making optimizations on TikTok and AppLovin as they continued to expand on both channels.
By the Numbers: How Northbeam Transformed Tumble’s Growth
The proof is always in the data, and Tumble’s numbers tell a story of transformation:
- Total revenue and new customer transactions have continued to grow, both up over 150% YoY with the help of Northbeam.
- Kids Rug attributed revenue is up 183% over the last 60 days with Northbeam's data providing more confidence in scaling.
- Meta spend increased by 275%, yielding a 335% boost in revenue.
“Northbeam hasn’t just helped us see our data—it has helped us act on it.” Andrew says.
Scaling Smarter, Not Harder
Now that Tumble has a full year of Northbeam data, they’re not just scaling—they’re scaling intelligently.
“Northbeam ROAS and New Customer ROAS, along with new visits percentage are my first checks every single day,” Andrew says. “We also use them to compare against holistic performance, and make real-time adjustments.”
And it’s not just about numbers—it’s about action.
“With Northbeam, we get insights that also help us make better creative decisions,” he adds. “We can drill down into what’s working, optimize funnels, and help validate spend in a way that wasn’t really possible prior to that.”
Why Northbeam?
Andrew doesn’t mince words: “Northbeam gives us a clearer, unified view of our ad performance. It helps us level the playing field, cut through inflated platform-reported metrics, and make more confident scaling decisions.”
And the result? Tumble isn’t just another DTC brand throwing money at ads and hoping for the best. They’re winning—because they have the data to prove it.
Creating a Seamless Omnichannel Marketing Strategy: Tips & Best Practices
The modern customer journey is non-linear and multidimensional.
They might discover a product on TikTok, research it through Google, get retargeted via Instagram, hear about it on a podcast, and finally convert through an email promo.
Yet, many brands still treat each channel separately, missing out on the full and holistic scope of the customer journey.
An omnichannel marketing strategy ensures every touchpoint works together, delivering a frictionless, personalized experience that increases engagement and revenue.
Read on to learn how to build a seamless omnichannel strategy that actually works.
Omnichannel vs. multichannel
Before we dive in, let’s clarify our definitions.
Many brands think they have an omnichannel strategy when they actually have a multichannel one. The difference?
- Multichannel: Brands use multiple platforms (e.g., paid ads, social, email), but they operate in silos — each channel has its own messaging and metrics.
- Omnichannel: Every channel works together as part of a unified journey, ensuring a consistent experience no matter where a customer engages.
Omnichannel isn’t just a marketing buzzword — it’s a fundamental shift in how brands engage with customers.
Consumers today expect interactions to be fluid and connected, whether they’re engaging through social, search, email, or in-store. Without a centralized measurement approach, brands risk misattributing conversions and undervaluing key channels that drive long-term growth.
The upside: omnichannel customers have a 30% higher lifetime value than those who shop using only one channel.
How to build a seamless omnichannel strategy
Unify data & measurement
A true omnichannel strategy starts with centralized data and measurement.
Tracking customer interactions across all touchpoints — social, search, email, and in-store — ensures brands understand how different platforms contribute to conversions.
Real-time attribution models, like Northbeam’s Multi-Touch Attribution (MTA) and Media Mix Modeling (MMM+), eliminate guesswork and provide clear insights into how each channel works together. By unifying data, brands gain a complete picture of customer behavior, leading to smarter budget allocation and more effective campaigns.
Create a consistent brand experience
While omnichannel marketing requires brands to be present across multiple platforms, it’s not about copy-pasting the same message everywhere.
Instead, brands should focus on delivering a cohesive experience, ensuring that the voice, visuals, and core messaging remain consistent.
At the same time, content should be tailored to fit each platform’s strengths: short-form storytelling for TikTok, in-depth messaging for email, and engaging visuals for Instagram.
A seamless customer journey means that if a user clicks on an Instagram ad, they should land on a personalized landing page that mirrors the messaging and design from the ad.
Leverage first-party data for personalization
As third-party cookies fade, first-party data has become the most valuable asset for marketers.
Brands should use purchase history, browsing behavior, and engagement patterns to create hyper-personalized experiences. For example, if a customer watches a TikTok ad but doesn’t immediately purchase, instead of retargeting them with another generic ad, brands can follow up with a personalized email offer based on the product they engaged with.
This data-driven personalization leads to higher conversions and keeps customers engaged throughout their journey.
Ensure frictionless cross-channel journeys
A true omnichannel approach means making it easy for customers to move between channels without interruption.
If someone adds an item to their cart on mobile, they should see the same cart when they log in from a desktop later. Brands can also use cross-channel retargeting to remind customers of the products they browsed, whether through social ads, search results, or email follow-ups.
Additionally, aligning creative strategy across channels ensures that promotions and messaging remain consistent, reinforcing the brand experience at every touchpoint.
Test, optimize, and iterate
Omnichannel strategies aren’t static — they should evolve based on real-time data.
Brands can continuously run A/B tests across platforms to understand what resonates with different audiences. By analyzing cross-channel performance, marketers can shift budget toward high-impact touchpoints and optimize campaigns accordingly.
Using Northbeam’s real-time insights, brands can make data-backed decisions about where to scale spend and where to refine strategies.
How to measure omnichannel success
Success in omnichannel marketing is measured beyond just ROAS.
Brands should track Customer Lifetime Value (LTV) to see how omnichannel customers spend over time, as well as Attribution Lift to determine whether awareness channels like TikTok are influencing conversions elsewhere.
Cross-channel ROAS helps brands understand how investing in one platform (like Meta) impacts another (like branded search), while engagement metrics reveal how customers interact with different touchpoints before making a purchase.
With Northbeam’s analytics, brands can monitor these key metrics and more in real time, ensuring their omnichannel strategy is optimized for maximum impact.
The future is omnichannel
Consumers don’t separate their experiences by channel — so neither should brands. A seamless omnichannel marketing strategy ensures that every touchpoint contributes to a unified, high-impact customer journey that drives revenue and retention.
The key to making omnichannel work is measurement. Without the right attribution tools, brands risk misallocating budgets, undervaluing critical channels, and missing revenue opportunities.
Get in touch to see how a data-driven omnichannel strategy can transform your brand.
The Marketer’s Guide to Customer Journey Mapping
In today’s competitive marketplace, understanding your customers isn’t just a luxury; it’s a necessity. Marketers who prioritize the customer journey can create meaningful, lasting connections that drive conversions and build loyalty.
In this guide, we’ll break down what customer journey mapping (CJM) is, why it matters, and how you can create your own journey map to enhance your marketing strategy.
What is Customer Journey Mapping?
Customer journey mapping (CJM) is the process of visualizing the path a customer takes when interacting with your brand, from initial awareness to post-purchase engagement.
At its core, a customer journey map identifies key touchpoints where customers interact with your business, such as social media, email campaigns, website visits, and customer support.
These maps provide a clear picture of the customer’s experience, highlighting pain points and opportunities for improvement.
For example, a simple journey map might look like this:
- A customer sees your social media ad
- They click through to a landing page
- They subscribe to a newsletter
- They make a purchase from the newsletter
- They reach out to your brand for post-purchase support
- They receive a discount code and buy an accessory for the product they purchased
By understanding these steps, marketers can refine their strategies to meet customer needs at every stage.
The Benefits of Customer Journey Mapping
Customer journey mapping delivers several key advantages, including:
- Enhanced customer experience: By identifying and addressing pain points proactively, you can create a smoother and more enjoyable experience for your customers.
- Increased ROI: Aligning your marketing efforts with customer needs ensures that your resources are allocated effectively, leading to better outcomes.
- Cross-channel consistency: Journey maps help ensure a cohesive experience across platforms, from social media to in-store visits.
- Data-driven decision-making: Leveraging insights from your map enables you to make informed decisions that optimize performance.
As an example, let’s consider a company that maps its customer journey, starting from awareness to consideration and finally to conversion. This company uses analytics tools and surveys to track customer behavior between journey points to uncover areas of drop-off or pain.
Let’s take a look at these benefits in action.
- Enhanced customer experience: After identifying that most visitors leave within 30 seconds of landing on their site, the company creates mobile-friendly landing pages that better align with their ad messaging. These changes reduce bounce rates, leading to a smoother and more enjoyable experience for customers.
- Increased ROI: The company discovers that detailed product information is missing on their site, causing hesitation among shoppers. By adding ingredient details, comparison charts, and customer reviews, they increase product page conversions by 15%, ensuring their resources drive better outcomes.
- Cross-channel consistency: Aligning their social media ads with optimized landing pages ensures the company’s messaging is cohesive across platforms, building trust and encouraging visitors to progress through the customer journey.
- Data-driven decision-making: By continuously analyzing customer behavior, the company pinpoints where drop-offs occur, such as during checkout. They simplify the checkout process and introduce new payment options, resulting in a 9% improvement in conversion rates.
5 Steps to Create an Effective Customer Journey Map
Creating a customer journey map may seem daunting, but breaking it into manageable steps can simplify the process:
1. Define Your Goals
What do you want to achieve with your journey map? Whether it’s improving conversion rates or enhancing post-purchase engagement, setting clear objectives will guide your efforts.
2. Identify Your Customer Personas
Understand who your customers are by developing detailed personas. Consider factors like demographics, behaviors, and pain points at a basic level. To level up your personas, you can incorporate more detailed information like income, personality traits, favorite channels, and more.
3. Outline Key Touchpoints
Map out the critical moments where customers interact with your brand, such as visiting your website, opening an email, or speaking with support.
4. Gather Data
Combine qualitative data (e.g., customer interviews) with quantitative data (e.g., website analytics) to create a comprehensive view of the journey, including time between steps and critical drop-off points.
5. Map the Journey
Plot the customer’s path across different stages: Awareness, Consideration, Purchase, Retention, and Advocacy. Use visuals to make the journey clear and actionable, and outline the distinct steps that go into each stage.
6. Analyze and Act
Identify gaps and opportunities for improvement. Then, prioritize and implement changes to optimize the journey at each stage.
Common Mistakes to Avoid
While customer journey mapping is a valuable tool, there are common pitfalls to watch out for:
- Overcomplicating the map: Focus on clarity and actionable insights rather than including every minor detail.
- Neglecting data insights: A journey map is only as good as the data behind it. Ensure your insights are grounded in accurate, real-time information.
- Failing to account for cross-channel Interactions: Customers often switch between channels, and your map should reflect this complexity.
- Treating the map as static: Customer behaviors and preferences change over time. Regularly update your journey map to stay relevant.
Map with Confidence
Customer journey mapping is foundational for marketers looking to create seamless, impactful experiences and invest in continuous marketing improvement.
By understanding the path your customers take, you can refine strategies, enhance customer satisfaction, and drive sustainable growth in a way that aligns with your target audience’s wants, needs, and unique pain points.
Use this guide to drive your customer journey mapping efforts, and get in touch with the Northbeam team for personalized support and guidance.
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