Key results
ad-to-order attribution accuracy achieved across Meta and Google campaigns
increase in revenue efficiency by reallocating budgets based on ROAS and cohort insights
reduction in stockouts and overstock through real-time visibility into inventory and fulfillment
faster cohort and profitability analysis using centralized warehouse and Tableau dashboards
About the Client
The client is a digital-first Indian skincare brand known for its science-backed cosmetic products. With a strong presence across its D2C website and Indian marketplaces like Amazon, Flipkart, Nykaa, and Myntra, the brand needed a unified analytics platform to align marketing, sales, operations, and finance teams with real-time, trustworthy data.
Key Challenges
Siloed data across Shopify, UniCommerce, marketplaces, WMS, and ad platforms
Manual, Excel-heavy reporting delayed decision-making and reduced agility
Inconsistent KPIs and definitions across functions hindered cross-functional collaboration
Lack of centralized visibility into CAC, ROAS, customer retention, fulfillment delays, and profitability
Our Approach
- Built a centralized, cloud-native data warehouse on BigQuery (Google Cloud Platform)
- Used DataChannel to automate ingestion from eCommerce platforms, ad networks, and order management systems
- Developed Python-based ETL pipelines using Cloud Functions and Cloud Composer for internal systems like WMS and courier tracking
- Enabled interactive Tableau dashboards customized for Marketing, Sales, Supply Chain, and Finance teams
Implemented Solution
Centralized Data Warehouse Built on BigQuery (GCP)
- Established a fully managed data warehouse using Google BigQuery, designed for high-frequency refreshes and scalable analytics
- Utilized Google Cloud Storage as the staging layer for ingesting raw and pre-processed data
- Created partitioned and clustered tables to support efficient querying across sales, marketing, fulfillment, and financial domains
- Enforced role-based access control to ensure secure, function-specific data visibility for teams across Marketing, Sales, Operations, and Finance
Automated Data Ingestion from D2C and Marketplace Ecosystem
- Integrated Shopify to capture D2C order data, promotions, abandoned carts, and net sales
- Ingested multi-marketplace data from Amazon, Flipkart, Nykaa, and Myntra using DataChannel, including order flow, returns, commissions, and product-level performance
- Connected to Meta Ads and Google Ads to import campaign spend, clickstream data, and attribution-level details
- Synced data from UniCommerce for real-time order, inventory, and warehouse management updates
- Integrated courier partner feeds to track delivery timelines, RTO reasons, and SLA compliance
Python-Based ETL Pipelines with Quality & Monitoring Layers
- Developed transformation logic using Python orchestrated via Cloud Functions and Cloud Composer
- Standardized SKU taxonomy and normalized marketplace-specific order statuses
- Implemented schema validation, deduplication, null tracking, and data freshness SLAs across all ingestion points
Business Intelligence Dashboards in Tableau
- Sales Channel Dashboard
Comparing performance across Amazon, Flipkart, Nykaa, Myntra, and Shopify — including AOV, discounts, returns, and margin metrics - Marketing Performance Dashboard
Tracking ROAS, CAC, campaign effectiveness, and conversion funnel drop-offs across Meta and Google - Customer & LTV Analytics
Showing repeat purchase trends, retention rates, and LTV by channel, acquisition source, and product segment - Inventory & Fulfillment Dashboard
Monitoring stock health, aging inventory, delayed dispatches, and courier-level SLA breaches
- Finance & Reconciliation View
Providing SKU-level profitability, return impact, and marketplace settlement visibility for finance teams
Technologies Used
