Business performance analytics in e-commerce 

One of our e-commerce clients wanted to get a grip on their KPI reporting. Their business has multiple product lines sold in over twenty countries. Goods are sold directly to customers through their own webshop, a number of online marketplaces and in bulk to B2B clients.

Fundamental reports they struggled with were reliable and automated insights in financial metrics like average order value, revenue distributions between new and returning customers, and gross margin per country, product line and sales channel. Comparing these metrics against targets from the business plan on an ongoing basis also was a cumbersome and time intensive process.

To tackle these challenges, we agreed on building a data platform that integrated

  • Order and customer data from their Shopify webshop

  • Order and customer data from multiple marketplaces

  • Product catalog data, stock level data, unit costs and B2B order data from their ERP system

  • Business plan data

  • Performance marketing data

Within five weeks we managed to deliver a fully operational data platform consisting of a data extraction layer to process raw data, a data warehouse with data transformation layers and a reporting layer in Looker Studio in which end users could create their reports.

Thanks to our modular approach in which we connect source systems one by one, the first reports were created within one week after the start date of the project. This boosted the quality of the final solution since the client managed to give us detailed feedback about their needs along the way.

The whole project was completed within seven weeks of work and delivered a robust, agile and low maintenance data platform.

Analyses that previously required hours of work, manual downloads from different systems or were not even possible due to the sheer volume of data, are now available at a glance. This enables end users to gain a much better understanding of the main drivers for revenue, profitability, and customer behaviour.

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