Hyperlite Mountain Gear makes some of the best outdoor gear in the industry. Based in Biddeford, Maine, Hyperlite is a favorite of professional outdoor athletes, thru-hikers, and weekend warriors.
Hyperlite saw an opportunity to invest in building a data program for better customer segmentation, improved forecasting, and increased visibility into the data that drives their business.
Working with Hyperlite's CMO and key stakeholders, we identified specific needs and KPIs for the program, as well as critical integrations to consider. Following an extensive software discovery process, we helped the Hyperlite team narrow their choices and negotiated a strong first-year contract with their chosen Customer Data Platform (CDP). Integrating the CDP with their tech stack, including Hyperlite's community platform and ERP system, has enabled the company to use predictive modeling to better segment their messages across platforms. This optimization of email and paid social channels has led to years of return on ad spend (ROAS) well above industry standards.
With increased visibility, Hyperlite has successfully:
The deliverable here included a negotiation.
Choosing a customer data platform is mostly a procurement problem wearing a technical costume. Hyperlite knew what they wanted the data to do — segment better, forecast better, see the business more clearly — and the work was running a real discovery process, narrowing a crowded field honestly, and then negotiating a first-year contract worth having. Agencies do not usually count that as scope. It is often the highest-leverage hour in the project.
What came afterwards justified it. Integrating the platform with Hyperlite's community platform and ERP made predictive segmentation possible across email and paid social, and years of return on ad spend above industry norms followed from messages reaching the right people.
The result that matters most is not a marketing metric. Knowing precisely which customers are the profitable ones changed what Hyperlite chose to build — and that shows up in the value of the company, not the campaign report.
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