How Did Barre3 Achieve a 360-Degree Customer View Across Online and Studio?
Unifying e-commerce, streaming, and in-studio data enabled accurate attribution and personalized marketing across all channels.
Quick Facts
Key Takeaways
Unifying online and offline data requires careful identity resolution strategy—not just connecting systems
Server-side conversion APIs enable attribution for offline events that pixel-based tracking can't capture
Starting fresh with clean data (wiping legacy Mixpanel) can be faster than trying to fix corrupted data
Barre3 is a fitness company managing 170+ studios while offering an online workout platform streaming to 156+ countries. Their business spans e-commerce (apparel and accessories), streaming subscriptions, and in-studio memberships.
Three businesses, three data worlds—until now.
Online and In-Studio Data Lived in Separate Worlds
The Business Problem
Barre3 couldn't track and report on the full customer journey. They didn't know how and where customers were being acquired across their various business lines.
What Was Broken?
Without unified customer data, Barre3 couldn't attribute conversions accurately or personalize marketing across channels.
Clean Slate Rebuild with Unified Identity
We started with cross-functional alignment—consulting with marketing, engineering, and product teams to identify data gaps and requirements.
Segment Audit & Rebuild
We analyzed the existing Segment instance and found critical issues: sync errors, high violation rates, no separation of staging and production data, inconsistent naming conventions, and underutilized Protocols and Personas.
Clean Slate Decision
Because legacy Mixpanel data was neither trusted nor used, we wiped it clean and started fresh—enabling a holistic customer view solution without carrying forward bad data.
New Tracking Plan
We implemented a new Segment tracking plan with 56 unique events, all enforced through Protocols to ensure clean, consistent, standardized data.
Historical Backfill
We advised on and QA'd a historical backfill of subscription and account-based events dating back several years—without causing data pollution or identity issues.
Ad Platform Integration
We integrated Google and Facebook conversion APIs with server-side events as backup. In-studio event data now flows to ad platforms, enabling Barre3 to match ads with verified studio conversions—not just directional click attribution.
Standardization
GTM instance revamped with Segment triggers. Facebook Pixel and Google Ads migrated to Segment. Personas built and forwarded to all destination tools.
360-Degree Customer View Achieved
For the first time, Barre3 can see customers' online and offline activities within a single Mixpanel project. Online behavior connects to in-studio behavior. Attribution is accurate across all channels.
