Case Study: Pigu Group gains real-time marketing insights and boosts Black Friday sessions with OWOX BI

How to drive sales in real time

Pigu Group, the largest e‑commerce player in the Baltic states (owner of 220.lv, Pigu.lt and kaup24.ee), faced the challenge of running SMS, mobile app push and email campaigns on Black Friday 2019 while needing real‑time insight into how those activities translated into website sessions and sales, and how performance compared to Black Friday 2018. To get a live view they turned to OWOX, using OWOX BI to track marketing impact during the event.

OWOX implemented OWOX BI Pipeline to collect hit‑level user behavior almost in real time and applied the pageviews‑per‑session ratio from Black Friday 2018 to current pageviews to estimate sessions on the fly, enabling Pigu to adjust campaigns during the day. The estimates proved close to actuals—calculated sessions were about 13% higher than the next‑day confirmed numbers—demonstrating immediate, actionable insights and highlighting simple calibration steps (e.g., different ratios by traffic source) to further improve accuracy.

Pigu Group

Domas Raulinaitis

Digital marketing specialist