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.


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

Tables and views with advertising data

Tables and views with CRM data and regular reports

Results achieved – Data visualization

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

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


    • we will evaluate the return on existing advertising campaigns;
    • we will analyse the technical side of the advertising campaign or website;
    • we will provide 3–5 recommendations ** for improving the results and achieving the goal.

    **We will be able to provide recommendations if access to Google Analytics is provided.