Complete data transformation for Canada's largest building materials manufacturer

The Problem.

Despite being a market leader in their respective niche, the client did not have any sort of data infrastructure or measurement in place to make sense of their strategic impact upon sales, marketing, distribution, and supply chain. The client did not have any experience with cloud computing for analytics, and did not use visualised data for KPI measurement or SLT communication. 

The Solution.

• Data Measurement: Immediate consultation with SLT was requested in determining what key performance indicators (KPIs) were required to improve the performance of the business, utilizing both online and offline data sources. A measurement framework was established, with online data measured using Google Tag Manager, and offline data collected via on-prem manufacturing devices and personnel.

• Data Engineering: Data was amalgamated from on-prem resources to Google Cloud Platform infrastructure for easy querying via Google BigQuery. Data sources piped into Dataflow included Google Analytics data, Salesforce lead data, Shopify order data, and order distribution data from transportation partners in select regions. In order to guide sales representatives at the organization, data pertaining to Salesforce leads was routed into Google Cloud Functions for enablement of a classification algorithm scoring the incoming leads from 1-10.

• Data Visualisation: Multiple dashboards were created for both subject matter experts (SMEs) and senior leadership teams (SLTs) to monitor the company's performance. Digital SME dashboards included daily dimensional breakdowns of online activity with standard website metrics, SEO performance, PPC performance, UX user-dropoff points, and webpage performance monitoring. Non-digital SME dashboards included daily dimensional breakdowns of sales by SKU, origin of sales and transactions, time to ship, and time to delivery across select distribution partners.