M.video: multichannel marketing with Google BigQuery and Google Analytics 360

About M.video

M.video is Russia’s largest consumer electronics and home appliances retail chain. Founded in 1993, M.video has achieved major success with omnichannel retailing that intelligently combines an online offering with over 400 dedicated brick-and-mortar stores. More about M.video: www.mvideo.ru

Industries: Retail
Location: Russia

About OWOX

OWOX provides analytics services for multi-channel businesses and helps implement Google Analytics 360 Suite and projects based on Google Cloud Platform. The company’s OWOX BI service provides technical support and marketing insights across online and offline sources. More about OWOX: www.owox.com

M.video uses Google Analytics 360, provided by OWOX as a reseller, to draw insights into consumer behaviour, but felt limited by regular data formats and segmentation so OWOX implemented a BI pipeline built on Google Cloud Platform.

Google Cloud Platform Results

  • Connects customer data from multiple sources in real-time with Google BigQuery
  • Cuts maintenance costs with minimal overheads thanks to managed solutions
  • Makes complex data instantly accessible with visualisations on Google DataStudio

M.video achieves 20% annual online growth by using GCP

By balancing business between its offline and online stores, M.video has become Russia’s largest retailer of consumer electronics, achieving annual online growth of up to 20%. Now the company is looking to double online revenue by 2020 by leveraging mixed marketing and big data to build on already high customer retention. M.video uses Google Analytics 360, provided by OWOX as a reseller, to draw sharp insights into consumer behaviour, but felt limited by regular data formats and segmentation. To help M.Video get more out of its data, OWOX implemented a BI pipeline built on Google Cloud Platform (GCP).

“Many businesses, particularly those with a big offline share, have datasets stored in a range of different places. There’s data from marketing services like AdWords or Yandex, user behaviour data in Google Analytics, revenue data in the CRM, and much more. That separation can confuse insights into true behaviour.”

Ekaterina Kurochkina, Digital Marketing Manager, M.video

“Many businesses, particularly those with a big offline share, have datasets stored in a range of different places. There’s data from marketing services like AdWords or Yandex, user behaviour data in Google Analytics, revenue data in the CRM, and much more. That separation can confuse insights into true behaviour,” says Ekaterina Kurochkina, Digital Marketing Manager, M.video. “For example, if a customer places an order online and then uses her phone to change the number of products she purchases that could be mistaken as two transactions. What’s more, the dimensions required for an accurate consumer report could be very wide, very numerous, and demand real-time data streaming in order to be useful.”

Data greater than the sum of its parts

Companies carrying out BI analysis can struggle with disconnected datasets and diverse data types. M.video had successfully used Google Analytics to analyze the impact of online channels on conversion paths and looked to further segment reports by region and product category. It also aimed to optimize its advertising spend with an improved understanding of how multiple advertising channels influence a customer’s purchase. That meant handling more granular data from more sources with more complexity, and at speed.

To do that, M.video enlisted help from OWOX, a strong team with proven expertise in providing BI data solutions with GCP. OWOX recommended Google BigQuery for its proven security, flexibility, minimal maintenance and speed, supported by clear cost savings on storage and processing compared to alternative cloud solutions. Seamlessly integrating with Google Analytics 360 through its Google BigQuery Export feature, GCP makes it fast and easy to move and cross-reference data on user behaviour and real revenue between Google BigQuery and components such as the CRM. Google BigQuery is both used as a lightweight user feed, set with certain parameters, and as a source of raw, real-time, unsampled data for more immediate action. Instead of taking minutes to load reports on the previous spreadsheet-based BI architecture, Google BigQuery makes data immediately available to anyone who needs it, in easily accessible forms thanks to DataStudio visualisations. Key to the success of the new data warehousing system is its ability to slice and segment data in ways that were previously impossible. Instead of restricting reports to seven dimensions, the upper limit of the Google Analytics reporting interface, now teams use more than 20 parameters and link outputs to direct marketing, such as personalised automated emails.

“We have a long, excellent relationship with OWOX. As a partner, its sound expertise and good reputation have helped us build up trust,” says Ekatarina. “They don’t sell any ads, so they are agnostic in decisions relating to marketing budget allocations. Unlike some consultancies who provide both analytics and advertisements, OWOX only looks to give us the data we need to make better decisions.”

Diagram shows the data exchange and processing scheme that M.video currently uses
M.video's current data exchange and processing scheme

Online revenues up 20% with Google Cloud Platform

Since switching to Google BigQuery in 2014, M.video has enjoyed annual online revenue growth of over 20% which it claims would not have been possible without GCP. Storing, processing and handling data through Google BigQuery contributes to M.video’s improved understanding of its customers across multiple platforms online and offline. Now, based on the success of reports from the new BI architecture, M.video plans to use them to reallocate the entire organization’s performance marketing budget for the second half of 2017.

“Now we can correlate a person using our website to browse one of our products with their actions later in the day, when they decide to buy it in person from their local store. That’s something that was unthinkable before we built this system on GCP.”

Ekaterina Kurochkina, Digital Marketing Manager, M.video

“Once our data is in the cloud it’s easy, with the simple integrations that help move data between services,” adds Ekaterina. “Using GCP in a multi-channel business like M.video not only helps measure growth in terms of online purchases and revenue, but in terms of the impact of online marketing on all sales, including those offline. Now we can correlate a person using our website to browse one of our products with their actions later in the day, when they decide to buy it in person from their local store. That’s something that was unthinkable before we built this system on GCP.”

About M.video

M.video is Russia’s largest consumer electronics and home appliances retail chain. Founded in 1993, M.video has achieved major success with omnichannel retailing that intelligently combines an online offering with over 400 dedicated brick-and-mortar stores. More about M.video: www.mvideo.ru

Industries: Retail
Location: Russia

About OWOX

OWOX provides analytics services for multi-channel businesses and helps implement Google Analytics 360 Suite and projects based on Google Cloud Platform. The company’s OWOX BI service provides technical support and marketing insights across online and offline sources. More about OWOX: www.owox.com

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