Case Study: Santehnika achieves over 10% advertising efficiency improvement with Google Cloud Platform

Santehnika Improving advertising efficiency with better analytics

Santehnika‑Online is a Russian retailer of plumbing, heating, and air‑conditioning supplies that grew from a single outlet to four stores, a phone sales operation, and a nationwide e‑commerce site. As customer data multiplied across online and offline systems, the team struggled with fragmented spreadsheets, limited cross‑source analysis, and a flawed position‑based attribution model that obscured the real impact of marketing on sales.

To fix this, Santehnika implemented the OWOX BI Pipeline into Google BigQuery, consolidating advertising costs, web analytics, call‑center orders and CRM data for fast, secure querying. They visualize results with Data Studio, use OWOX BI Attribution and Alytics for campaign evaluation and automated bidding, and moved to a funnel‑based attribution model with daily updates. The new setup streamlined analytics, improved dataset access control, and boosted advertising‑to‑sales efficiency by more than 10%.

Santehnika

Pavel Zemskov

Santehnika