How LaserAway Achieved Attribution Clarity Across 160+ Locations
LaserAway, the nation's largest aesthetic dermatology provider, serves millions of clients across 160+ locations. With marketing spanning digital, TV, direct mail, and local channels, LaserAway faced massive attribution complexity.
LaserAway, the nation's largest aesthetic dermatology provider, serves millions of clients across 160+ locations
The Challenge
With marketing spanning digital, TV, direct mail, and local channels, LaserAway faced massive attribution complexity. Each location had unique market dynamics, making it impossible to rely on generic models or platform-reported metrics.
The Approach
M-Squared built a bespoke Causal Insights Program tailored to LaserAway's multi-location business model:
- Deep discovery to understand service mix, customer journey, and location-level performance drivers
- Custom MMM structure accounting for 160+ markets and varying local conditions
- Strategic data analysis to determine optimal channel allocation by location type
- Continuous calibration and partnership extending beyond initial implementation
The Results
- Clear understanding of true channel effectiveness across digital, TV, direct mail, and local media
- Data-driven budget allocation optimized for 160+ locations
- Causal insights that replaced platform over-attribution with ground truth
- Ongoing MMM deployment for continuous optimization as markets and strategy evolve
LaserAway now operates with attribution clarity, confidently allocating marketing investment based on what actually drives client acquisition, not what platforms claim credit for.
