Maude Leans into Custom Product Analytics with Peel's Market Basket Analysis

Maude – specializes in sexual wellness and intimacy products. They believe in access to inclusive sexual health and education for everyone. With quality at the forefront of their manufacturing principles and simplicity at the core of their designs, their products have struck a chord with a wide range of people; they truly make intimate essentials for everyone.

Éva Goicochea, Maude’s founder & CEO, cites the sexual wellness aisle at stores always looking the same: outdated, confusing, and not inclusive. That was the spark that led to Maude; Goicochea wanted to build a modern company with well-designed, affordable products that were accessible to everyone.

Maude’s products range from intimacy devices, to wellness supplements, to bath & body products and so much more. As a DTC brand, they have a healthy array of products grouped in multiple categories. Their need to drive growth through well-informed product data goes well beyond what a product team, marketing team, and executive team should be doing manually.

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Meeting Peel:

The Maude team came to Peel looking to get away from any manual data analysis; it’s painful to extract product data, clean and format it in spreadsheets, and manually run formulas to get your accurate analysis. We’re talking about hours and hours of work.

Additionally, they recognized that data is the key to really understanding their customers, especially since acquisition data is increasingly difficult to obtain. 

Here’s what Éva Goicochea had to say about Peel as a solution to the challenges everyone is facing after iOS 14, citing us as a must-have app for DTC business in a recent Business Insider article:

“Paid performance on social channels is increasingly becoming more expensive, and with the iOS changes, finding the right audience still takes navigation. Peel makes it very easy to filter and find the data you’re looking for.”

Analysis they needed:

Maude was looking to get a deeper understanding of their product data on a more granular level. They wanted to know the LTV and Repurchase Rates of people who bought specific products and combinations of products in different orders. 

Additionally, like many of the brands we work with, they needed a cleaning task implemented. They needed to filter out specific types of orders - route insurance, that muddied the data. Data schema cleanliness is part of Peel’s speciality, and we implement these custom solutions for any customers who need them. 

The Market Basket Analysis feature shows brands the combinations of their most commonly sold products. Market Basket was almost perfectly on the nose with what Maude needed, but they had some specific filtering requirements. The analysis is tedious to do and maintain manually, so having the product synergies readily available and always refreshed is an upgrade for all.

But Maude requested that we also expose single item carts to get an easy view of their individual product performance based on purchase behaviors across new and returning customers. Specifically, they wanted to zoom in on a new product and monitor its performance and get a feel for the cadence at which their customers are purchasing individually or with other items.

We hopped on it. Tackling the request in record time, our engineering team added a filter on Market Basket Analysis to toggle on/off single products and deliver a solution in less than a day. Now Maude can zoom into basket behavior just for one product or multiple products as they need.