BUTIK.: Tailor-made business intelligence solutions with BigQuery

About BUTIK.

BUTIK. is one of Russia's largest online and offline stores offering clothes, shoes, and accessories from the world's leading fashion brands.

Industries: Retail & Consumer Goods
Location: Russia

About OWOX BI

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

With the help of OWOX BI and BigQuery, BUTIK. built a cloud-based data warehouse that links online customer activity to offline sales and helps target ad spend to where it is most effective.

Google Cloud Results

  • Collates several previously unmapped datasets into a single platform with Google BigQuery and OWOX BI Pipeline
  • Builds customer segmentation models in hours, down from over a week
  • Enables more targeted marketing campaigns to help increase the lifetime value of customers

Reduced advertising costs by 16%

Changes in consumer behavior and the availability of omni-channel buying experiences mean that today's retail business is about more than just buying and selling. It's about the relationship between buyers and sellers. For today's retailers, knowing who their customers are, what they want, and how they interact both with their online and brick and mortar presence is vital for success. BUTIK., one of Russia's largest multi-brand fashion retailers, combines the best of both online and offline retail, providing convenience for its shoppers but also complications for its business intelligence (BI) processes.

"We wanted to investigate 'research online purchase offline' behavior. We're a multi-channel company, but we didn't have multi-channel analytics before. With OWOX BI and Google Cloud Platform we saw the opportunity to combine our different datasets and learn more about our customers."

Yana Parshutina, Head of Digital, BUTIK.

Offering clothes, footwear, and accessories from more than 350 brands, BUTIK. matches its online catalog with the products in its 45,000 square feet store in the center of Moscow. Customers are free to browse online at their leisure and collect their purchases from the store an hour later. When BUTIK. wanted to know more about the link between its customers' online and offline habits, it turned to Google Cloud Platform (GCP) for a new BI solution.

"We wanted to investigate 'research online purchase offline' behavior. We're a multi-channel company, but we didn't have multi-channel analytics before," says Yana Parshutina, Head of Digital at BUTIK. "With OWOX BI and Google Cloud Platform we saw the opportunity to combine our different datasets and learn more about our customers."

"With OWOX BI Pipeline and BigQuery we could collect all our unmapped data from emails, social, mobile, and direct marketing into one place. From there, it's easy to extract data, create a report, and enable our business leaders to react to changing conditions in hours instead of days."

Yana Parshutina, Head of Digital, BUTIK.

BigQuery for powerful analytics and an easy to use interface

When developing its new BI solution, BUTIK. had a number of challenges to overcome. With multiple channels came the challenge of multiple datasets. It was clear that one of the first things to do was to create a single platform to hold all of the data. With this in place, it could link offline and online customer behavior to show the effect of different marketing campaigns. Ultimately this would lead to BUTIK. making much better use of its advertising spend, prioritizing the campaigns that drove sales.

To build the new platform, BUTIK. teamed up with OWOX BI, a Google Cloud Premier Partner, known for its expertise with BI data analytics. After a one-month consultation period in mid-2017, OWOX BI and BUTIK. set out a roadmap to implement the new solution. "The analysts at OWOX BI took a lot of time and care to understand our needs so we were very comfortable going forward," says Yana.

BUTIK.'s data flow
BUTIK.'s data flow

BUTIK. used Google Cloud Platform in combination with the OWOX BI Pipeline as the basis for the new BI system. Taking information from Google Analytics 360 and the BUTIK. website, the pipeline processed online customer behavior data and sent it to BigQuery. Separately, offline sales data from the Customer Relationship Management (CRM) system also fed directly into BigQuery. With the data processed and collated in one place, BUTIK. could start building a clearer picture of its customers than ever before. Once the data was analyzed in BigQuery, BUTIK. used Google Data Studio and Sheets, a product of G Suite, to create customizable reports for its non-technical staff who could not query the data directly.

"With OWOX BI Pipeline and BigQuery we could collect all our unmapped data from emails, social, mobile, and direct marketing into one place," says Yana. "From there, it's easy to extract data, create a report, and enable our business leaders to react to changing conditions in hours instead of days."

"From the start, one of the most important goals for us was to make better use of our resources and cut costs. OWOX BI and Google helped us to save time on key analytics tasks like customer segmentation, and to reduce our ad spend by as much as 16 percent."

Yana Parshutina, Head of Digital, BUTIK.

New tools, new insights

For the first time, BUTIK. had a BI solution that could link its online users to its offline sales. This new wealth of data led to brand new insights from sales attribution modeling and allowed the company to redistribute its marketing resources to the most effective campaigns.

"From the start, one of the most important goals for us was to make better use of our resources and cut costs," says Yana. "OWOX BI and Google helped us to save time on key analytics tasks like customer segmentation, and to reduce our ad spend by as much as 16 percent."

BUTIK. could harness the power of BigQuery to produce segmentation reports in hours rather than the week it used to take. More generally, using the automation options in BigQuery and Google Data Studio, the company could collect, analyze, and generate reports for its managers in near real time without wasting resources. Meanwhile, BUTIK.'s IT department can focus on building new tools and solutions that help the marketing team with its strategic goals rather than maintaining infrastructure or fixing hardware.

With GCP in place, BUTIK. is now hard at work on a brand-new cloud-based marketing communication platform. Its relationship with OWOX and Google continues to grow, as the company builds on its previous work. "Working with BUTIK. has been a great pleasure as we continue to utilize GCP even more," says Mariia Bocheva, Head of Sales and Marketing at OWOX BI. Using the customer segmentation models developed with BigQuery as its foundation, the new platform will create customer feeds with Cloud Dataflow helping to manage communications across email, mobile, social, and the web.

"Thanks to OWOX and Google, we can now calculate different funnel-based attribution models and segment our clients based on behavioral and customer models," says Yana. "Now we can personalize our communication with our customers and grow their lifetime value."

About BUTIK.

BUTIK. is one of Russia's largest online and offline stores offering clothes, shoes, and accessories from the world's leading fashion brands.

Industries: Retail & Consumer Goods
Location: Russia

About OWOX BI

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

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