How Deka Lash Rebuilt the Data Plumbing Behind 200+ Studios
Deka Lash's scheduling, point-of-sale, and marketing systems didn't talk, and the one person who understood them had left. MergeYourData connected MyTime to HubSpot, rebuilt the lifecycle stages, and put three franchise KPIs in front of leadership for the first time.
"We had very limited access to the data in a meaningful way that could help us with our KPIs."
Joe Gordon is Vice President of Technology at Deka Lash, a beauty services franchise with more than 200 studios. His problem started the way a lot of them do: the person who built the system left.
Where they were
Deka Lash ran on systems that didn't talk to each other. MyTime handled scheduling and point of sale. HubSpot ran marketing. In between sat a set of integrations, including the text-message booking flow clients used to make appointments, and the person who had wired all of it together had moved on.
"The person who had originally set that up had transitioned out of the company," Joe said. "So when we came in, we needed some support around that."
Nobody left on the team could quickly fix the booking flow when it broke, and nobody could get the data out of the point-of-sale system in a form the business could use.
What it was costing them
When the plumbing broke, clients couldn't book or couldn't reach the call center. When it held, leadership still couldn't see the numbers that run a franchise. Membership conversion, one of the company's most important KPIs, wasn't measurable the way they needed it. Cancellation percentage came out of the POS as a figure nobody could reconcile.
"It gave us a percentage, but it didn't give us the exact number of members that were cancelled," Joe said. "We didn't necessarily know how that was fully being calculated."
Marketing had the same gap from the other side. Lifecycle campaigns needed customer attributes from the POS, and there was no reliable way to get them into HubSpot. Corporate and franchise-level marketing couldn't stay consistent when the data underneath wasn't.
This is what an Aligned operation looks like when the visibility walks out the door with one employee. The move Deka Lash needed was to Optimized: systems connected, lifecycle stages defined, and KPIs leadership can trust.
What we did
We stabilized the legacy booking integrations first, so the client experience stopped depending on one missing person. Then we built the extraction from MyTime, including the new parquet-file feed the POS vendor introduced mid-project, and defined the rules for which appointments and attributes counted.
From there we built a custom MyTime to HubSpot integration so every booking and client activity flows into the CRM, redesigned the lifecycle stages to match how a Deka Lash client actually moves from first appointment to member, and automated onboarding, retention, and reactivation campaigns on top. We also piped the data by API into the KPI tool the franchisees use, and built dashboards for corporate.
What changed
Deka Lash gained 46.5% more marketable customers in HubSpot each month, with every customer flowing in for retention and reactivation campaigns. Leadership got three KPIs they had never been able to see: qualified new appointments, membership conversion on the subset that matters, and an exact cancellation count by studio by month.
"Now we're able to extract specifically how many members were cancelled in a particular month for a particular studio," Joe said. "That's a lot of clarity in knowing how to calculate a reliable and consistent cancellation percentage."
The franchisees see it too. "Some of that information is being used to go into our KPI system that the franchises have access to, in a way they haven't had access to that data before."
In Joe's words
"You won't solve any problem without taking action. It's been professional, he's been responsive, he's worked within our systems and tooling to help manage projects, partnered with us on everything from scoping to looking at other vendors to working with multiple departments. And provided value not just delivering, but helping us look at some of this strategically to move forward."
Your transformation could look like this.
Every case study on this site started with a single conversation about what wasn't working.