Case Study: Answear achieves 19% SMS marketing revenue increase with OWOX BI

How to Evaluate Traffic Channels and Increase SMS Marketing Revenue by 19%

Answear, a multi-brand online fashion retailer operating across Central and Eastern Europe, needed to evaluate the contribution of multiple traffic channels and consolidate disparate data sources to support expansion in new markets like Ukraine. The company faced limitations with Google Analytics (sampling and custom-dimension caps) and wanted to better track user journeys, advertising costs and product preferences; to solve this they turned to OWOX and its Google BigQuery–based analytics tooling (OWOX BI Pipeline, BigQuery Reports and Data Upload add-ons) alongside Google Sheets and Google Analytics.

OWOX helped Answear send real-time site, cost and internal-system data into Google BigQuery, build automated channel-scoring reports and create targeted SMS segments from combined user and behavior data. Using OWOX’s pipeline and reporting add-ons, Answear expanded its SMS audience by 32% and grew mobile campaign revenue by 19%, while gaining granular channel-attribution metrics that enabled smarter advertising budget reallocation.

Answear

Margarita Yevtukh

Analytics Team Leader