Answear: building better BI with Google BigQuery

About Answear

Answear is an award-winning online clothing retailer operating in Poland, Romania, Czechia, Slovakia, Hungary and Ukraine.

Industries: Retail
Location: Poland
Products: BigQuery, G Suite, Sheets

About OWOX

OWOX provides analytics services for multi-channel businesses with OWOX BI solutions and helps implement Google Analytics 360 Suite and Google Cloud Platform projects

Using Google BigQuery and the OWOX BI Pipeline, Answear generates accurate, comprehensive, nuanced analytics to inform business decisions, increase revenue and allocate budgets.

Google Cloud Results

  • Reports revenue generated by a mobile marketing campaign increased by 19%
  • Slices data from multiple sources by using Google BigQuery as a data warehouse
  • Scores individual marketing channels for smarter budget allocation

Increased revenue on a mobile campaign by 19%

By selling clothes, footwear and accessories from 300 big brands, award-winning online retailer Answear has built a fast-growing international presence across Eastern Europe. Founded in Poland in 2010, Answear now operates in Czechia, Slovakia, Romania, Hungary and Ukraine, offering consumers more than 220,000 products with 4-day delivery. “E-commerce in our region is very dynamic,” explains Margarita Yevtukh, Analytics Team Leader at Answear. “So we need to constantly analyse the effectiveness of our sales and marketing, then act on that analysis very quickly with informed business decisions and changes to our approach.”

“All our BI data was in different sources and formats, so we could only connect to database data with SQL, for example. We made it our goal to combine all the data together in one place, so that we can get the best possible picture of our customers.”

Margarita Ievtukh, Analytics Team Leader, Answear

Answear collects data for analysis from several sources, including a CRM, Google Analytics, and financial data regarding margins and returns. That could make it difficult to collate the information Answear needed, as Margarita explains. “Before, all our BI data was in different sources and formats. For example, we could only connect to database data with SQL. We made it our goal to combine all the data together in one place, so that we can get the best possible picture of our customers.”

That’s why Answear got together with Google partner OWOX, deploying their OWOX BI Pipeline to send data to Google BigQuery.

“Using OWOX’s solution, we stream user behaviour data from our websites to Google BigQuery, where we combine it with data from other sources,” says Margarita. “We know that Google BigQuery is safe, with all of the relevant certificates that we need to know that our data will not be processed by some other company. We believe in Google products. That’s why we chose to do things this way.”

Better BI through Google BigQuery

In the fast-moving e-commerce marketplace, accurate feedback and constant improvement is vital for any company looking to stay ahead of the competition. Google Analytics was an ideal analytics tool for Answear, as it is free, easy to use, and provides detailed documentation for reference. But when the company’s online stores began to exceed a threshold of 500,000 visits per month, the insights Google Analytics provided became based on a sample of data, rather than the complete set. In addition, Answear looked to run queries and collect customer information using more than Google Analytics’ standard limit of 20 custom dimensions and 20 custom metrics. Data about website user behaviour, advertising costs, returns and margins was stored in different systems, too, and by pulling them together into a new analytics system, Answear aimed to provide more granular, comprehensive insights.

“We can work on Google BigQuery with no support. We don't need our own servers to run it, we don't need our regular developers or system administrators to support us. That’s a big factor.”

Margarita Ievtukh, Analytics Team Leader, Answear

To do that, Answear used Google BigQuery and the OWOX BI Pipeline. Data from social media and other sources is sent to Google Analytics and then to Google BigQuery via the OWOX BI Pipeline, along with real-time user behaviour data. Google BigQuery is an ideal data warehouse for handling more complex queries on greater volumes of information, thanks to its ability to process terabytes of data in seconds, with excellent data security, ease of use, and clear pricing plans. Using SQL queries, Answear analysts then work with the accumulated BI data, presenting their results in Google Sheets.

“One of the reasons we chose Google BigQuery is because our developers have so much to do already, and their time is limited,” says Margarita. “We can work on Google BigQuery with no support. We don't need our own servers to run it, we don't need our regular developers or system administrators to support us. That’s a big factor.”

A data exchange and processing diagram that shows the data consolidation process
Data exchange and processing scheme shows data consolidation process

Scoring marketing channels

“Only a couple of weeks after we connected up the solution, we started using the data,” says Margarita. “An on-premises solution would have taken several months, just to start collecting it, so this speed was a big advantage of using ready-made solutions.”

Using Google BigQuery as a data warehouse gives access to an unprecedented range of information and potential insights, as Margarita describes. “Now we can analyse the behaviour of users in different channels on a dashboard. That means we can combine data about how many visits, new users, micro conversions and orders a certain channel brings us, along with how much it costs, right up to the most recent click. Several channels are involved in a customer’s path to conversion. With Google BigQuery we can track the roles each of them plays. We’ve even created channel scoring, so we can see which channels deliver sales and which don’t, even though they might cost more.”

“Several channels are involved in a customer’s path to conversion. With Google BigQuery we can track the roles each of them plays. We’ve even created channel scoring, so we can see which channels deliver sales and which don’t, even though they might cost more.”

Margarita Ievtukh, Analytics Team Leader, Answear

Meanwhile the almost entirely automated analytics system delivers a constant stream of insights, helping the company evaluate the effectiveness of its advertising channels and allocate resources more efficiently.

“We have so many opportunities to take hold of and directions to move in with Google Cloud Platform,” says Margarita. “Such as advanced recommendations for products, built on the data we have and Google solutions. Developers ask me if we could use Google Cloud Platform as a backup for our own data, too, to keep it in a safe place. We have lots of ideas of how we to use these products in the future.”

About Answear

Answear is an award-winning online clothing retailer operating in Poland, Romania, Czechia, Slovakia, Hungary and Ukraine.

Industries: Retail
Location: Poland

About OWOX

OWOX provides analytics services for multi-channel businesses with OWOX BI solutions and helps implement Google Analytics 360 Suite and Google Cloud Platform projects

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