01 · Brief
The brief
Meridian had spent 18 months scaling paid without a measurement layer they trusted. We were brought in to fix attribution, rebuild the channel mix, and run lifecycle as one system.
02 · Approach
How we worked
We started with a 30-day attribution audit (MMM + GA4 + warehouse), then rebuilt acquisition as a single creative engine across paid social, search and ABM. Lifecycle runs on Customer.io with our editorial team writing inside their tool, not as briefs.
03 · Outcome
What landed
Eighteen months in, blended CAC is down 34% on 2.6× the ad spend. LTV (12-month cohort) up 42%. The team ships five experiments a week and reads results in their own warehouse.
04 · In their words
“We finally have a growth engine that survives a quarter without us holding it together. Halftone built it, then taught us to run it.”
Priya Mahajan
Head of Growth, Meridian Bank
Meridian Bank