Case Study: Santehnika-Online achieves a 10% improvement in advertising-to-sales ratio with OWOX

How to Improve the Advertising-to-Sales Ratio by 10%

Santehnika-Online, a leading Russian retailer of plumbing, heating and sanitary equipment, faced a fragmented analytics environment: advertising costs, website behavior, call‑center orders and CRM order statuses lived in separate systems and Google Analytics couldn’t reliably reprocess or merge offline transactions. The company engaged OWOX (using OWOX BI Pipeline and OWOX BI Attribution) to consolidate hit‑level and cost data, build attribution models and enable automated bid management.

OWOX deployed OWOX BI Pipeline to send unsampled cost and hit data to Google BigQuery, merged Calltouch and 1C:CRM order data, built funnel‑based attribution with OWOX BI Attribution, visualized results in Google Data Studio and pushed attribution outputs into Alytics for automated bidding. The solution automated data consolidation and attribution, let marketers reallocate budget to efficient campaigns, tripled paid traffic and improved the advertising‑to‑sales ratio by over 10% (from 11.72% to 10.54%).

Santehnika-Online