Castorama
Castorama is an international home improvement company which operates nearly 1,200 stores in 10 countries in Europe. Its main brands are B&Q, Castorama, Brico Dépôt and Screwfix.
Cooperation
RealWeb main task in cooperation with Castorama is to provide analytics solutions of varying complexity in order to reach quality audience data flow, segmentation, lifecycle, offline & online cross-selling analysis, customized reporting and other assignments.
Results achieved – Data integration
- Raw data streaming: advertising data to Google Bigquery
- CRM data flow using FTP protocol to Bigquery
- Advertising data, CRM data and Google Analytics raw behavioral data integration
- Views engineering for automated reports update
- Regular data update by levels in order to use in different departments based on goals and competences
- Recommendations for integrated data use in media and performance marketing campaigns
Tables and views with advertising data
Tables and views with CRM data and regular reports
Results achieved – Data visualization
- Dashboard creation for marketing, product, development and business needs.
- Automated data update by different frequency (hour, day, week, month)
- Advertising and CRM data integration for CPO, ROMI and Life Time Value correct evaluation
- KPI forecast
- Reporting on statistical anomalies and deviations from the plan
- Alerts on KPIs and tech anomalies
Dashboard table for commerce and products. Redemption rate detailed by offline stores and products (CRM to Google Analytics integration)
Marketing dashboards for performance-marketing specialists. Detailing by cities and products. Filters by KPI, device type, planned and forecasted metrics.
Results achieved – data analysis
- Backlog control and product prioritization
- Ad-hoc analysis and in-depth research
- A/B testing
- Regular agency interaction in case of data-driven decisions integration in the company
RFM segment engineering and automation for direct marketing goals
Ad-hoc requests for analysis and forecasting (business and behavioral metrics, market share etc.)
Automized A/B testing reporting tool (R & Shiny tech stack)
Tools and systems applied
