Data is the key ingredient for Gousto’s growth

Rich, granular behavioral data is driving the success of this UK-based meal delivery service.

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A more personalized and convenient shopping experience

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Greater retention by using behavioral data to reduce churn

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Optimized return on ad spend across key channels


Gousto takes the stress out of grocery shopping and meal prep by delivering ingredients and recipes to customers’ doors. The business is doubling year on year—and has its sights set on further growth.

To achieve its growth goals, Gousto knows it needs to maximize return on ad spend, relentlessly improve retention, and keep delivering delicious meals. And to achieve these things, it needs advanced analytics. Yet Gousto’s data team was being held back by disparate data sources and an inability to use the growing volume of data to its full potential.

The data team sought a better way to access and act upon its data—so they do more with analytics and predictive models, and in turn optimize marketing spend.


Using Snowplow, Gousto can now access rich, granular, and highly-structured behavioral data from its various platforms, channels, and campaigns. And this consistent data stream is proving the ideal ingredient to power growth.

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Better personalization

Gousto’s confidently personalized recipe recommendations with Snowplow’s behavioral data and a graph database of their individual recipes, built using Neo4j.

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Accurate ad analytics

A detailed data stream breaks down user behavior against ad campaigns.

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Deep learning models

With Snowplow, the data team has switched to a more powerful model for A/B testing to better understand when intervention leads to retention.


Gousto now has granular insights into which channels customers visit—and how often—before subscribing, and can optimize their marketing spend accordingly.

With Snowplow feeding data into its deep learning model, Gousto can join behavioral web and mobile app data with their email, Zendesk, and transactional data to predict churn and offer customers the right interventions at the right time.

And, most importantly, Gousto can continue to delight customers with helpful, delicious recipe recommendations that are personalized to their tastes—while still offering up enough variety to keep them engaged.

Read Gousto’s full story

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