Case Study: Ulmart achieves real-time pricing insights and higher margins with Google Cloud Platform (BigQuery)

Russian E-tailer Gains Winning Insights from OWOX and BigQuery

Ulmart, Russia’s leading online retailer with dozens of cyber markets and hundreds of pick‑up points across the country, needed a real‑time analytics solution to understand customer purchasing behavior, measure the impact of pricing versus competitors, and improve decision‑making while controlling costs. The challenge was to process and analyze massive e‑commerce data quickly and make insights accessible to both analysts and non‑technical staff.

Ulmart implemented Google BigQuery for fast, scalable data processing and OWOX’s BI BigQuery Reports Add‑on (fed by Google Analytics, Tag Manager and OWOX streaming) to surface results in Google Sheets and shareable dashboards. The setup enabled automated competitor‑price analysis via a single SQL query, ad‑hoc reporting, system alerts for price management, and actionable dashboards — driving increased revenue from optimized product displays, higher margins on many SKUs, faster decisions, and savings on training and software licensing.

Ulmart