Case Study: BUTIK achieves faster customer segmentation and 16% lower ad spend with Google Cloud Platform

BUTIK. Tailor-made business intelligence solutions with BigQuery

BUTIK., one of Russia’s largest online and offline fashion retailers, needed a way to understand how customers researched products online and purchased them in-store, but it lacked multi-channel analytics. Using Google Cloud Platform, including BigQuery and OWOX BI Pipeline, the company set out to connect online behavior with offline sales and make better decisions about marketing spend and customer insights.

Google Cloud Platform and OWOX BI implemented a cloud-based data warehouse that combined previously separate datasets from web, CRM, and marketing channels into one platform. The solution enabled faster customer segmentation in hours instead of a week, near real-time reporting, more targeted campaigns, and a 16% reduction in advertising costs.

Butik

Yana Parshutina

Head of Digital