These analytical systems based on data allow to manage the business and target the necessary goals (revenue, earnings for order, etc.)
Babadu.ru — online-hypermarket for happy parents. It is one of the leading children’s online-shops in Russia.
The shop sells a huge variety of goods for children and their parents: clothes, toys, technics, furniture, etc. So, all these things the company has on its warehouses - and the longer the wares are there, the more expensive it costs.
The main task in this work was to create its own system of analytics (Bl).
For this purpose there were developed a Data Warehouse, where were visits of users, data from CRM, marketing data, etc. gathered.
Moreover, there were realized:
a) Calculation of the exact marketing costs for each transaction;
b) Managing marketing channels for achieving business-aims based on unit-economy, LTV and other metrics;
c) Building product recommendations for website;
d) Automated review of shipping costs for different regions based on conversions;
e) Creating a convenient visualization of data for different departments: marketing, purchasing, top-management;
f) Comparison of prices with major competitors, purchase funnels (by revenue, margin) in various selections (by RFM-segments, gender, age, etc.), fraud control and so on and so forth.
What did the business get: The well-structured system of analytics, that helped company to increase its productivity, its turnover and reach the TOP-100 largest online-shops.