CASE STUDIES

Orangetheory Fitness

Orangetheory Fitness unifies disparate data to drive marketing efficiency with lead funnel conversion and member engagement.

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Highlights

  • Managing data at scale efficiently - 500 ad accounts continuously onboarded into Snowflake

  • Data engineering team's bandwidth for higher value tasks - 120 engineering hours saved each week

  • Reduced time to market - from 2 quarters to 2 months development time to build strategic data assets

For over a million members in 1,400 studios across 23 countries, Orangetheory Fitness isn’t just a workout. It’s a coach-inspired science that uses a centralized data-driven approach to create a deeply personalized experience and a vibrant community.


Challenges
 

Customer and marketing data from many sources - like many organizations, Orangetheory Fitness has a massive amount of data - from typical multi-channel marketing data sources to highly granular customer information down to the heartbeat. But having full visibility into a structured view of all this marketing and customer engagement data is the key to showing members that Orangetheory transforms every individual’s health positively. The big opportunity is to attract new members to reinforce this deeply felt mission by acting on this data.

Data engineering team’s priorities - meanwhile, Orangetheory’s engineering team is focused on building and supporting many core internal systems. Waiting for new engineering hires to build new integrations isn’t an option - plus managing the constantly changing data sources quickly becomes unsustainable. Orangetheory creates campaigns using new engagement platforms with all this data, and targets these campaigns to various agency partners and hundreds of independent franchises. The complexity of quickly bringing this together would also require months of engineering effort to get started.

Growing hyperlocal marketing at scale - for Orangetheory this is a critical marketing need, but also a complex data engineering task. The team needs to route campaign performance data in a secure, privacy-compliant way while being able to strategically understand how local marketing efforts are working. Hence the decision to double down on their analytics investment and partner with Switchboard.

What Switchboard does
 

Unifying data across sources - Switchboard aggregates and normalizes 500 disparate ad and social accounts directly into Snowflake, allowing the marketing team to access different views of the data whenever they need them, and quickly report on a range of KPIs from highly granular to enterprise-level, including CPI, CPL, and CAC. Switchboard’s ready-made data “recipes” enable the team to handle the nuances of a diverse range of data sources (search, social, user events, buying platforms) in a repeatable and scalable manner. More importantly, the business team can layer in their own unique business logic for attribution and conversions without burdening engineers.

 

Leads and attribution clarity - attribution becomes increasingly more complex with each new channel. With Switchboard, Orangetheory has deep visibility into its complex ad network and can unlock ad partner data with a robust attribution model so the team can put a dollar value on any metric, including last-click and multi-touch attribution.

Switchboard’s platform gives Orangetheory’s marketing analytics team rapid and accurate visibility into their lead funnel. Automation and data quality monitoring help ensure that data is always timely and trustworthy, even at the large scale required for event-level web analytics logs.

Increased focus on ROI from data transformation - all this frees up Marketing from worrying about reporting and data reliability and enables them to focus on engaging with prospects with the specific message and cadence to maximize marketing ROI and accelerate conversion.

Orangetheory also benefits from a strategic data asset that unlocks capabilities across the organization: marketing analytics that fuel member growth, and a personalized customer experience that drives community engagement (not to mention fitness levels) through the roof.

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Switchboard enabled us to get our first data sets onboarded before new engineering resources were able to be brought in, so they could hit the ground running. It’s that kind of velocity and agility that has enabled us to take advantage of the data opportunity so quickly.

Ameen Kazerouni

Chief Data & Analytics Officer

Orangetheory Fitness

About Switchboard

Switchboard enables enterprise business teams to be data-driven. From the team that launched Google BigQuery, Switchboard’s ready-made data unification platform turns disparate data into a single source of reliable, trustworthy information. Business stakeholders at Meredith, Pearson, Spotify, and others get a strategic data asset for customer insights and revenue operations, while their technical teams retain control without the burden of day-to-day operations. Be Data Strong with Switchboard.