When a major retailer merged with a new business unit, analytics took a back seat. The result was a disjointed data layer, broken event tracking, and a Customer Data Platform (CDP) that could not deliver on its promise. Over time, a patchwork of bandage fixes added complexity to the setup, leading to inconsistent tagging, lost data, and growing frustration across teams. With all of these issues compounding, the question became clear: how do you rebuild confidence in the data?

Launching a new brand is tough. Launching a brand in a crowded industry like candy—where sugar-loaded competitors dominate shelves—is even tougher. However, Protein Candy wasn’t just another candy company.