Observed Signal · Sep 3, 2026 · Other · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Halo Collar CMO on First-Party Data and Incrementality
Halo Collar, a direct-to-consumer dog tech brand founded in 2018, is leveraging first-party data and incrementality measurement to drive both brand awareness and retail expansion. The company, which grew annual revenue 35-40% over recent years and spends nearly 30% of revenue on marketing, plans to expand from 50 PetSmart locations to over 2,000 stores next year. CMO Seth Solomons discusses how Halo Collar uses its rich first-party data – including dog movements, health signals, and owner demographics – stored in Snowflake, and enriches it with partners like Equifax. The brand works with Amazon and Meta to tailor creatives across channels, and uses Northbeam for marketing mix modeling to measure incremental sales. With 17% unaided brand awareness, Halo Collar aims to reach 25-30% to drive in-store demand. The company also plans increased investment in live sports advertising and doubling its creator program.
Brand profile highlighting first-party data usage and incrementality measurement; relevant for marketers but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Halo Collar, founded in 2018, is expanding from 50 PetSmart locations to over 2,000 stores next year.
- The brand spends nearly 30% of its revenue on marketing and grew annual revenue 35-40% over the past few years.
- Halo Collar uses first-party data stored in Snowflake and enriches it with third-party partners like Equifax.
- The company uses Amazon and Meta for ad targeting and Northbeam for marketing mix modeling to measure incrementality.
- Halo Collar has 17% unaided brand awareness and aims for 25-30%.
Connected Companies & Entities
7 Entities mapped“We keep this information in one database via Snowflake, and we connect this data to third parties to get a better understanding of the types...”
“We work with Amazon to help us understand what else our audiences are buying so we can determine when to reach them....”
“Meta helps us make the best use of data we have about our customers’ lifestyles, such as whether they live in suburban or rural areas....”
“We work with a partner called Northbeam that helps us better understand the joint effect of multiple channels, geographies and creative asse...”
“Currently, the brand’s products are in Scheels store locations and 50 PetSmart locations....”
“We also advertise on other social platforms, including YouTube and TikTok....”
“We also advertise on other social platforms, including YouTube and TikTok....”
Ontology Mapping & Concepts
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