Datum Labs Helps Diversity.pk Centralize Marketing and Sales Data for Real-Time Insights

About the Company—Diversity.pk: A Diverse E-Commerce Venture

Diversity.pk is an E-Commerce based venture which aims to sell quality products. They offer a diverse range of products that cover several categories such as Health, Fashion, Technology, and home items. Being an online retailer, their revenue is generated via organic search, influencer marketing, and paid advertisements on social media sites including Facebook, Instagram, Snapchat, and TikTok.

The Challenge—Fragmented Data and Inconsistent Tracking

As an Ecommerce Store, they spent heavily on a marketing budget but lacked a comprehensive dashboard to track their advertising spend and sales performance to analyze how much revenue is generated by spending on social media platforms. Different key metrics involve attributes/variables from sales and marketing data such as Cost per Conversion, Conversion Rate, and Cost per Order. They have not consolidated their different data sources in one place to generate insights and make data-driven decisions in real time.

They used a prebuilt Analytics Page on Shopify and social media platform sales. Then, we spent lots of time wrangling with data and consolidating them on spreadsheets. Still, the problem is to bring real-time data and then analyze critical metrics which used to vary on a daily basis.

The Solution—Centralized Data Integration and Custom Metrics

Datum Labs extracts its data from Shopify, Facebook, Instagram, and Google Ads in AirByte which allow over 100 connectors, and then stores that data in a warehouse such as Big Query. Data Modeling is done to make relational databases and then create custom metrics. After performing multiple business queries on the integrated sales marketing data, we evaluate the required metrics and KPIs for their business growth. After data collection, we visualize these attributes with proper dimensions and graphs and create a custom Dashboard on Metabase by connecting Big Query for the required business queries to make data-driven decisions.

Tech Stack

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Data Integration

The Result—Streamlined Analytics and Real-Time Decision Making

Datum Labs delivered a centralized dashboard that visualized all key sales and marketing metrics, allowing Diversity.pk to efficiently track the success of its marketing spend and sales performance. The outcomes included:

• Automated Data Processes: With automated data extraction, cleaning, and loading from multiple sources, Diversity.pk saved considerable time in reporting and analysis.
• Real-Time Performance Monitoring: The real-time dashboard provided up-to-date insights into critical KPIs, enabling the company to make timely, data-driven decisions.
• Optimized Marketing Spend: By visualizing the return on investment (ROI) of their marketing campaigns, Diversity.pk could adjust marketing actions in real-time, ensuring better alignment with business goals.

Datum Labs: Empowering Diversity.pk to Achieve Data-Driven Growth

Through our integrated data solution, Datum Labs helped Diversity.pk overcome the challenges of fragmented data and manual reporting. By consolidating marketing and sales data into a single, real-time dashboard, we enabled the company to track its marketing performance efficiently and adjust its strategies for maximum impact. With our support, Diversity.pk is now better equipped to make informed, data-driven decisions that fuel business growth.