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Cole Haan at a Glance
Founded in 1928, Cole Haan is an iconic American lifestyle brand known for its innovative footwear, accessories, and outerwear. With a legacy of craftsmanship and a focus on performance and style, Cole Haan continues to blend tradition with modern design, delivering products that meet the evolving needs of consumers around the world.
The Missing Link: Real ROI Visibility
"Prior to ThoughtMetric, we didn’t have complete visibility of the return on investment by channel." - Alex Souter, Vice President and General Manager UK, Cole Haan
Before partnering with ThoughtMetric, Cole Haan struggled to get a complete picture of their return on investment across marketing channels. Without clear attribution data, it was difficult to measure performance accurately, make confident budget decisions, or report back to leadership. They needed more than just basic reporting, they needed detailed, accurate insights that could drive smarter growth.
The Easy Decision for Better Data
ThoughtMetric stood out for offering the right mix of ease of use, powerful insights, and strong value. It delivered the data Cole Haan needed without the heavy lift or high price tag. With a cost structure that made sense for their business goals, ThoughtMetric provided an intuitive platform that made it easy to get up and running quickly, while offering the granularity required to make data-driven decisions.
Quick Setup, Real Support
“We enjoyed a very smooth on-boarding with the team, they were very helpful and remain an immediate support function through Slack. “ - Alex Souter, Vice President and General Manager UK, Cole Haan
Using the Marketing Efficiency Ratio to Guide Strategic Growth
One of the most impactful features for Cole Haan has been the Marketing Efficiency Ratio. The team set specific targets for this metric to align directly with their profit and loss (P&L) goals for each period. By focusing on this benchmark, Cole Haan was able to bring more financial strategy into their marketing efforts, ensuring that every campaign contributed to their broader business objectives.
Using Attribution to Secure Leadership Buy-In
Thanks to ThoughtMetric’s clear and granular reporting, Cole Haan’s regional marketing team has been able to confidently back their strategies with real data. This has helped them secure additional leadership buy-in and future funding to fuel growth.
“Biggest win is that, with the help of [ThoughtMetric’s] reporting software, we are able as a regional team to back all the required justifications to our leadership in order to secure future funds to grow the business.” - Alex Souter, Vice President and General Manager UK, Cole Haan
ThoughtMetric not only improved visibility, it also strengthened Cole Haan’s ability to plan, justify, and scale their marketing investments with confidence.
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