Goals
- Building a data warehouse in Google BigQuery
- Attribution modeling with an account of business values
Results
- Attribution based on business data, i.e. profit, returns, complaints and all marketing expenses
- Product reports enriched with business, cost and attribution data
Introduction
AzaGroup within just 4 years has achieved rapid business development and has become a large-scale enterprise. One of AZAGroup's three brands alone, Born2be, ships out its products to several million customers.
Such a success, in such a short time, has been achieved thanks to advanced data analysis and the use of the WitCloud platform created by WitBee. It is a solution that accelerates and automates data collection, processing and reporting – using Google Cloud Platform services and products for marketing.
Challenge - data-driven attribution
Our task was to use Google Cloud technology to combine business data such as profit, returns and complaints, advertising expenses with Google Analytics 360 data. The final assumption of the project was to evaluate attribution models based on business data, and not classically based on revenue. Previous solutions, although very advanced, could not meet the challenge quickly and at a low cost. The process of employing and implementing the WitCloud platform consisted of several steps. All data was collected into the Google BigQuery data warehouse, which is part of the Google Cloud Platform ecosystem.
“Based on the attribution data provided by the WitCloud platform, we learn exactly where we need to increase and where to reduce marketing expenses. The obtained results are appreciated by our specialists, managers and directors. A few decisions were enough to get a return on the investment and continue choosing precise optimization solutions. We highly value the cooperation with the guys, their professionalism, meticulousness in tasks and openness to new ideas and implementations."
