About PURELEI
PURELEI is a German jewelry brand that brings the Aloha spirit to Europe through their distinctive jewelry designs. Founded by CEO and Co-Founder Etienne Espenner, the company has grown to approximately 170 employees, establishing itself as a significant player in the European jewelry market.
As a direct-to-consumer jewelry brand operating across multiple channels and markets, PURELEI required sophisticated data infrastructure to manage their complex business model effectively. The company operates through various revenue streams including multiple Shopify stores, platform business, and wholesale operations, making unified data analysis critical for their continued growth.
Challenges & Problems
Before implementing adtribute, PURELEI faced significant challenges in consolidating data from numerous sources across their complex operations. The company struggled with fragmented cost data streams spanning multiple advertising platforms and operational expenses.
Before we started using adtribute, we had the challenge of basically getting all the different data streams together, especially in terms of cost data streams, because obviously we use different platforms, Meta, back then Snapchat, TikTok, Pinterest, we had influencer spendings, we had content team spendings for shootings.
The revenue side was equally complex, with data scattered across multiple Shopify instances, platform businesses, and wholesale operations. This fragmentation made it nearly impossible to understand true marketing performance and customer acquisition effectiveness.
We had a lot of different types of data sources and a lot of different Google sheets, that we had to bring together to get an overview of what we actually spend and what the actual revenue was.
The fundamental challenge was answering critical business questions about channel effectiveness and customer retention without a unified source of truth.
The big question was, which ones were the marketing channels that had biggest effect on new customers? Which ones were the most efficient in retaining customers? And these questions were almost impossible to answer without having everything in one source of truth.
Solution with adtribute
PURELEI has been partnering with adtribute for approximately three years, leveraging the platform’s customization capabilities to create a solution perfectly tailored to their specific business.
What truly sets adtribute apart from other solutions is its ability to move beyond rigid, one-size-fits-all approaches. While many attribution tools can perform standard calculations, they force businesses to adapt to their predetermined structures and assumptions.
A lot of tools can calculate KPIs. It’s always the same calculation if you want to get through a P&L or if you want to calculate AOV or conversion rate or something else. But, that’s what for me made adtribute and adtribute’s team special and why we stayed for now, I think three years.
The key differentiators are: serving as an expert data partner and delivering tailored data solutions, working hand-in-hand with PURELEI to create custom reports, metrics and attribution that match their unique business requirements and strategic goals.
The great thing about adtribute is that it can really adapt or let’s say not it, but adtribute’s team can help you design the solution for your business. Because even though D2C e-commerce businesses or other businesses that use adtribute might have a similar business model, it’s really in the details of which KPIs are really important to you.
This flexibility extends to supporting PURELEI’s evolving strategic focus, with the ability to create custom metrics and reports that align with specific business priorities as they change over time.
If you go to a different solution, they might not be able to actually design everything according to exactly how you need it. And this is what the adtribute team did for us. The solution works exactly for our business case. That is one of the biggest things that I think sets adtribute apart from other solutions.
Outcome & Results
The implementation of adtribute has delivered transformational outcomes for PURELEI, fundamentally changing how efficiently they grow their business. The platform created unprecedented organizational alignment through a unified source of truth that all teams can reference.
adtribute had a big impact on how we grew. Not in the first place on how much we were growing with the business, but how efficiently we were growing.
This unified view has improved cross-team collaboration, with creators understanding their impact on other marketing channels and paid social teams better comprehending how influencer activities affect their performance.
The most important change is that the team has a more complete understanding of what we do, how the business works and which actions have, what impact. Because we have all the data together.
The second major outcome has been dramatically improved profit visibility and analysis capabilities. Moving beyond simple revenue tracking, PURELEI can now analyze the complex factors that drive true profitability.
The second one is that we were able to identify our profit much more in detail. So, we gained a much better understanding of about which days were actually the most profitable days. And we could analyze what was the reason why these days or these weeks or these months were so profitable.
This enhanced profit analysis has enabled more efficient resource allocation, particularly in marketing spend optimization, which Etienne identifies as the most critical factor for DTC businesses.
If you’re a DTC business, your most important part of the profit and loss statement is your marketing spend. This is what will make or break the business… If you are 10% more efficient in your marketing cost, this probably means three or four absolute percent points of profit.
PURELEI now has over 40 custom reports, countless custom metrics and views, and more than 50 active users across the organization. The overall impact has been transformational for their growth strategy, enabling them to spend smarter and optimize their most critical business levers for sustainable and efficient growth.
