Santehnika: Improving advertising efficiency with better analytics

About Santehnika-Online

Russian retailer Santehnika-Online sells plumbing, heating, and air conditioning supplies. In one decade, the company has grown from a single small store to a market leader.

Industries: Retail
Location: Russia

About OWOX

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

Russian retailer Santehnika-Online uses Google BigQuery and the OWOX BI Pipeline to optimise its marketing with a comprehensive attribution model, improving advertising efficiency by more than 10%.

Google Cloud Results

  • Streamlines data collection and analytics
  • Improves control of access to datasets and projects
  • Improves advertising efficiency by more than 10% with a comprehensive attribution model

By specialising in plumbing, heating, and air conditioning supplies from more than 600 manufacturers, Santehnika-Online has transformed from a single outlet to a leading player in the Russian market in less than a decade. Today the company runs four stores in four major cities, as well as a phone retail operation and an online store delivering nationwide.

Improved advertising-to-sales efficiency more than 10%

“We use a wide variety of data kept in different systems, and had problems collecting it all in one place. To get a true picture of our customers we need to combine data from online sources—such as Google Analytics—and offline sources.”

Pavel Zemskov, Santehnika

Key to Santehnika’s breakout success has been its use of active, targeted online promotions based on customer data. As the quantity and variety of consumer information increased over time, collating data from online and offline sources became more complex, impeding the analysis that makes targeting effective. To make the process more efficient, Santehnika decided to introduce a new, streamlined process to collect data in a single system, ready for analysis.

“We use a wide variety of data kept in different systems, and had problems collecting it all in one place, and difficulty working with the data in our spreadsheet software,” says Pavel Zemskov at Santehnika. “To get a true picture of our customers we need to combine data from online sources—such as Google Analytics—and offline sources. We needed a faster and simpler solution.”

Streamlining analytics

To stay competitive, retailers optimise their marketing spends by analysing customer data. For Santehnika, the increasing variety and quantity of consumer data made effective analysis difficult on its existing setup. “One of the problems we had was with sharing information on our spreadsheet software,” says Pavel. “If one person analysed CRM offline data, it was difficult to combine information from his documents with data from other sources. It was difficult to analyse for keywords, too.”

That meant Santehnika analysts struggled to create comprehensive overviews of customer behaviour that extended across multiple data sources—for example, assessing the impact of online marketing on offline sales. The company looked for a new, automated, adaptable solution to meet the challenges of a fast-evolving data landscape.

“The great advantage of Google BigQuery is the speed at which it calculates data. Another big bonus is that we can easily see historical login data and track query history. That makes post-mortems more effective, so we can pinpoint what works and what doesn’t.”

Pavel Zemskov, Santehnika

That’s why Santehnika implemented the OWOX BI Pipeline to collect data automatically in Google BigQuery. Google BigQuery enables fast processing of the wide variety of unsampled data sent to it by the OWOX BI Pipeline, including advertising cost data, phone sales data, and CRM information. Its powerful data security, excellent calculation speeds, and simple API integration with other services provide the stability and flexibility that the Santehnika team demands.

After querying the data, Santehnika visualises the results with Google Data Studio, evaluates advertising campaigns with OWOX BI Attribution, and automates bidding with Alytics. With automatic reporting in Google Sheets, Santehnika can monitor basic performance indicators in near real time.

Santehnika data exchange

“The great advantage of Google BigQuery is the speed at which it calculates data,” says Pavel. “It also has clear administrative tools so we can manage users and control access to datasets and projects. Another big bonus is that we can easily see historical login data and track query history. That makes post-mortems more effective, so we can pinpoint what works and what doesn’t.”

Optimising marketing campaigns

Using Google BigQuery and the OWOX BI Pipeline, Santehnika-Online increased its advertising-to-sales ratio by more than 10%. “Before, we were using a flawed, position-based attribution model,” says Pavel. “We didn’t consider details such as refunds and cancelled orders. Now we use a funnel-based attribution model, which is improving all the time.” Instead of struggling with fragmented data, Pavel and his team have daily updates to their attribution model and review the efficiency of their advertising every two weeks. “We’re looking at Google Cloud Datalab and Google Cloud Machine Learning Engine to take our next steps in the cloud, using tools from Google Cloud Platform,” says Pavel.

“Before, we were using a flawed, position-based attribution model. We didn’t consider details such as refunds and cancelled orders. Now we use a funnel-based attribution model, which is improving all the time. We’re looking at Google Cloud Datalab and Google Cloud Machine Learning Engine to take our next steps in the cloud.”

Pavel Zemskov, Santehnika

About Santehnika-Online

Russian retailer Santehnika-Online sells plumbing, heating, and air conditioning supplies. In one decade, the company has grown from a single small store to a market leader.

Industries: Retail
Location: Russia

About OWOX

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

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