Growth Hacking & Behavioral Analytics
GROWTH PRODUCT MANAGER & ANALYST
In 2021, I joined Soona during their Series B round and helped drive user acquisition, revenue growth, and product-market fit through behavioral analytics.
TECHNOLOGY PARTNERS
Segment.io and the impact on customer acquisiton costs
How Customer Intention Mapping Lowered Soona’s CAC by 75%
Customer Acquisition Cost (CAC) is more than just a marketing metric. CAC is a reflection of how efficiently you turn Ad spend into customers. For platforms like Meta and Google, the ability to optimize ad delivery depends heavily on what they know about user behavior after someone clicks an ad.
The more signal you give these platforms such as whether a user viewed a product, added it to their cart, or started checkout the better their algorithms can predict who’s likely to convert. That signal creates a feedback loop: smarter targeting, more efficient spend, and lower CAC.
At Soona, I worked alongside the engineering team to build a behavioral analytics framework that defined customer intent using an object-action model. This model captured key interactions throughout the customer journey in the Soona web app and structured them for downstream translation.
We then piped this structured data to 17+ ad and analytics destinations, including Google Ads, Meta, TikTok, and more giving those platforms visibility into high intent actions that had previously gone untracked.
Before this system was in place, platforms couldn’t “see” events like add to cart, start checkout, or viewed product meaning optimization was largely guesswork. But once these signals were live and assigned to individual ad sessions, the platforms began self-optimizing audience targeting in real-time.
The impact:
CAC dropped 75% within a week of pushing these features to production.
Klaviyo automations rule the long tail conversion game.
Soona’s funnel had a unique structure:
Customers booked a photoshoot.
After the shoot, they returned to purchase their favorite assets photos, videos, and more.
The challenge? A significant drop-off after the shoot. Originally, a small sales team followed up manually to encourage purchases.
Working closely with Soona’s product and engineering teams, I helped integrate UGC signals (such as shoot participation, engagement with specific features, and the photos themselves) into the platform, then mapped those signals to traits and actions inside Klaviyo. Using Klaviyo’s flow builder, I designed post-shoot email sequences that mirrored the personalized outreach the sales team was doing; but at scale.
Each customer received targeted messaging, personalized offers, and tailored content based on their shoot behavior and purchase history.
The results were massive:
One automated flow alone drove 25% of total annual revenue
Post-shoot cart abandonment dropped significantly
AOV and LTV increased, as customers returned to purchase more, more often
This approach preserved the human touch of Soona’s brand while expanding its reach to every customer; without adding headcount.