Blog
Instinct, insight and choosing the data that really matters
Enterprise: Data-Driven Marketing, Market Your Business, Marketer's Alchemy
2 Minutes
2 Minutes
When it comes to marketing, data tells us where to focus—but art and instinct bring it to life. In a recent conversation on the Marketer’s Alchemy podcast, our guest shared how her team uses data to understand customers, refine experiences and build campaigns that resonate. As she explained, “It's not just using all parts of data that you have; it's knowing what the right data is for your end goal.”
About the guest: Sue Beckett, SVP Marketing and eCommerce at Lovesac |
Sue Beckett is the Senior Vice President of Digital Marketing and e-Commerce at Lovesac, where she leads strategy across digital channels, customer experience, and omnichannel integration. With deep expertise in leveraging first-party data, media mix modeling, and creative storytelling, Sue has helped Lovesac build meaningful customer connections while driving measurable growth. She is passionate about balancing the art and science of marketing, using the right data at the right time to inform decisions without losing sight of brand authenticity. Lovesac, the “designed for life furniture company” is a modern brand known for its modular couches, aka Sactionals®, and its commitment to sustainability through products designed for life.
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What’s inside this episode
In this conversation, Sue shares how her team blends the art and science of marketing to create meaningful customer experiences. She discusses how Lovesac uses data to identify the right opportunities, listen to customer feedback and build a seamless omnichannel journey that puts the customer first.
Data at every stage of the journey
Lovesac relies heavily on first-party data, from showroom quotes and swatch requests to post-purchase satisfaction surveys. These signals identify “warm prospects” and reveal where customers may need more support. The company also pays close attention to behaviors like new movers or home renovators, as well as third-party data, to refine targeting and anticipate customer needs.
Turning insights into action
Customer feedback has directly shaped the Lovesac experience. For example, survey responses revealed that buyers wanted more guidance after purchase. In response, Sue shared how her team built a robust customer hub with order tracking, setup instructions and upgrade options. The results were striking: triple-digit growth in account signups and stronger long-term engagement.
Omnichannel without friction
Many retailers struggle with attribution between in-store and online sales. Lovesac has taken a different approach by redefining success. Sue notes that the goal is customer happiness, not which channel gets credit. By aligning KPIs across teams, Lovesac eliminated friction between e-commerce and field associates, creating a truly omnichannel environment where “all Cs have risen.”
We are truly an omnichannel company. As long as the customer is happy, we don’t care where they purchase. Our KPIs are based on sales, and what is most important to us is that someone purchases our products and that they're happy with their purchase.
— Sue Beckett
SVP of Marketing and eCommerce, Lovesac
Staying ahead with media mix modeling
To optimize spend, Lovesac uses media mix modeling to determine where dollars have the greatest impact. Shifting budgets from traditional TV to connected TV and short-form video reflects how customer habits are changing. Influencers and content creators also play a growing role in amplifying brand voice, with campaigns like “Recline of Civilization” generating approximately 5 billion earned impressions and reinforcing Lovesac’s fun, authentic identity.
Listen to Marketer’s Alchemy on your favorite podcast platform like Apple Podcasts, Spotify and Audible, and rewatch all past episodes over on our YouTube channel.
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