How a Dental Company Saved $240,000 and Gained Full Data Visibility Across 5 Brands

Most enterprise-level dental organizations don’t struggle with effort.

They struggle with clarity.

Dental Choice Holdings (DCH), a subsidiary of Delta Dental and parent company to five specialized mouth and night guard brands, was growing fast. Ecommerce was expanding. Data was flowing. Teams were busy.

But leadership lacked one critical thing:

A unified, accurate view of performance across brands.

That’s when Marketing Made Easy and Identifyly stepped in — with Jonathan Munsell leading the initiative from strategy to execution.

The Real Problem: Growth Without Visibility

DCH wasn’t short on tools.

They had Shopify stores.
Marketing platforms.
Customer data.
Sales reporting.
Operational dashboards.

But everything lived in silos.

The leadership team — including the CRO — couldn’t clearly see:

• Which brands were driving the highest margin
• Which campaigns were producing true buyer intent
• Where customer behavior was signaling opportunity
• How to forecast accurately across five separate entities

To build a modern data stack internally, they would have needed:

• A Front-End Engineer
• A Data Engineer
• A Data Analyst / Scientist

Projected cost? Over $240,000+ annually.

That wasn’t just expensive.

It was inefficient.

The Shift: Installing a Modern Data & Intent Architecture

Instead of building from scratch, DCH partnered with Marketing Made Easy, deploying a centralized architecture powered by Identifyly and supported by Untitled’s data infrastructure.

Jonathan Munsell led the strategy and implementation.

The focus wasn’t just analytics.

It was:

Single Source of Truth + Buyer Intent + Executive-Level Visibility

Here’s what was implemented:

1️⃣ Unified Data Architecture Across 5 Brands

Each Shopify store was integrated into a centralized reporting system.

Now leadership could:

• View performance by brand
• Compare product categories
• Monitor marketing channel effectiveness
• Track customer behavior trends

All in one place.

No more spreadsheet stitching.
No more guessing.

2️⃣ Intent-Based Website Visitor Identification (Identifyly)

Beyond analytics, Identifyly was layered into the architecture.

Instead of seeing anonymous traffic, DCH could now identify:

• High-intent visitors
• Returning shoppers
• Buyers comparing products
• Prospects engaging with specific offers

This transformed “traffic reports” into actionable buyer signals.

Marketing and sales could prioritize outreach based on real behavior — not assumptions.

3️⃣ Executive-Level Visualization for Decision-Making

Dashboards were rebuilt for clarity.

Leadership could now:

• Monitor revenue in real time
• Track campaign ROI
• Forecast inventory needs
• Identify underperforming SKUs quickly

Data stopped being reactive.

It became strategic.

The Impact

The results were immediate and measurable:

💰 $240,000 in Cost Savings

By avoiding the need to hire a full internal data team.

⏱ 10 Hours Saved Per Employee Per Month

Automation and centralization eliminated manual reporting and cross-checking.

🏢 5 Brands Deployed Under One Data Framework

Complete visibility across the portfolio.

📊 Real-Time Decision Confidence

Leadership no longer operated on lagging reports.

They operated on live intelligence.

Why This Matters for Multi-Brand Businesses

Most growing companies don’t fail because of bad marketing.

They stall because of fragmented data.

When:

Traffic is anonymous
Reporting is scattered
Marketing and sales are disconnected
Leadership lacks visibility

You end up spending more while knowing less.

What DCH built wasn’t just a reporting system.

It was a connected growth architecture.

The Bigger Takeaway

You don’t need more dashboards.

You need:

• Clear buyer intent
• Centralized visibility
• Automated intelligence
• One source of truth

When Marketing Made Easy and Identifyly are layered properly, data stops being noise.

It becomes leverage.

If You’re Scaling Multiple Brands…

If you’re operating multiple locations, product lines, or divisions — and your reporting feels fragmented — the fix isn’t hiring three more people.

It’s installing the right architecture once.

That’s exactly what this dental organization did.

And it saved them $240,000 in the process.