The Ridge uses market data to find inefficiencies and cut costs

about

The Ridge was launched in 2013 with the goal of replacing overstuffed wallets with their flagship product, The Ridge Wallet. Since then, they’ve sold over 2 million wallets and counting. Its minimalist wallets are engineered from military-grade materials like carbon fiber, and you can barely feel it inside your pocket. With a lifetime guarantee, The Ridge is the last wallet you’ll ever own.

The Ridge puts resourcefulness & innovation at the heart of everything it does, including its marketing, which is led by CMO Connor MacDonald. Managing a fully remote team, he’s developed a knack for identifying tools to maximize productivity and output.

Industry

Fashion/Accessories

employees

90+

location

Los Angeles, California

website

Challenge

“We’ve had a lot of success engaging with customers on Facebook & Instagram. But, Facebook Ads aren’t as predictable as they once were,” MacDonald told us. “For a brand with as much spend as ours, even small changes in CTR or CPA cause big changes in our bottom line.”

As a data-driven CMO, every time MacDonald sees downward trends in his KPIs, he needs to decide whether or not it deserves his team’s attention. Looking at historical data alone, he’s unsure whether fluctuations are within his control or due to changes in the market.

MacDonald has a strong network of CMO friends & colleagues. He sometimes asks them if they’re seeing the same trends he’s seeing, but it's all anecdotal. Plus, comparing to his peers is apples to oranges - because they’re not managing a similar budget for similar products in the same AOV range.

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Solution

After joining Varos, MacDonald & his team can access anonymized & aggregated real-time marketing KPIs from other accessories companies just like The Ridge.

He’s able to compare KPIs like Cost per Purchase and Cost per Click to companies that have similar monthly spend levels and AOV. He can also drill down to see the benchmarks by specific targeting types, objectives, demographics, geographies and more.

Results

“I can’t believe I didn’t have access to this data before Varos. It’s a total game changer,” MacDonald said.

“We’ve saved countless dollars since we signed on. We have a much stronger pulse on the market and I am more targetedin focusing our team in the right areas.

”“It has also helped me in internal reporting. I can better quantify how good of a job my team is doing and get them thekudos they deserve,” MacDonald concluded.

“I can’t believe I didn’t have access to this data before Varos.”

Connor MacDonald

Connor MacDonald, CMO of The Ridge

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Tweets

Chase Dimond | Email Marketing Nerd 📧

@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

‍

Social Savannah

@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

‍

William Harris

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc

Chase Dimond | Email Marketing Nerd 📧

@ecomchasedimond

Bottom line: I’m recommending Varos to you all because it’s FREE (for now) and it’s already added a ton of value for myself and my clients.Check it out 👇

‍

Social Savannah

@social_savannah

I would definitely recommend checking out Varos. With Varos you can easily see how your peers are performing, for free. You get insights into not only TikTok Ads benchmarks, but also similar data for Facebook Ads, Google Ads, and more. #VarosAmbassador

jason wong

Varos allows thousands merchants to upload anonymize marketing data across meta and google and aggregating it to show what the average is across different categories and ad spend

Cody Plofker

With varos.com, I can see exactly how our performance across channels stacks up against our competitors in our space.

Barry Hott ☄️

Compare your ad performance to benchmarks of companies just like yours, anonymously.
I would've killed for this tool years ago and now it's here and oh it's free. Amazing.

Ron Shah

I've been seeing some content about @Varos_com so we decided to check it out.

One underrated feature of theirs is the Shopify Benchmarking, which is FREE btw.

Literally impossible to access this data anywhere else. Check out what we're seeing at @my_obvi 👇

‍

William Harris

I'm loving what @Varos_com is doing with providing much more relevant benchmarks for #ecommerce... especially since it shows that we are absolutely DOMINATING @Elumynt on #facebookads!

This is in the Baby and Children vertical.#fbads #ppcchat #retail #dtc