Challenge

For a global consumer electronics manufacturer, peak trading events like Black Friday represented both the greatest commercial opportunity and the greatest point of vulnerability. The root cause was a critical data visibility gap: less than 0.5% of the organisation's vast data reserves were being analysed, leaving the e-commerce trading team unable to make swift, informed decisions at precisely the moments that mattered most. The consequences were tangible, with a €405k revenue deficit recorded during a single French campaign serving as a stark illustration of what poor data visibility was costing the business at scale.

Solution

We implemented a Data-Driven Solution built on BigQuery and Looker, integrating all critical trading data into a single, unified analytical layer. The e-commerce team was given access to intuitive, drill-down dashboards in Looker, refreshing at near-instantaneous 15-second intervals, giving them a live, collaborative view of performance across every channel and market. For the first time, the team could monitor trends as they emerged, identify underperformance in real time, and act on it before commercial opportunity was lost.

Outcomes

The impact during peak trading was immediate and measurable. A 1% performance improvement during peak events translated directly into £35 million in additional revenue, demonstrating the extraordinary commercial leverage that data visibility provides at scale. Beyond the headline number, the solution accelerated the organisation's strategic shift toward direct-to-consumer sales, achieving a 60% direct-to-consumer sales mix two full years ahead of schedule.