E-commerce promotions and retention
Promo Code Analytics for E-commerce: Finding Money Left on the Table
Manual, a UK men's health brand, could not trust its numbers after four consultants left its data broken. A team of two rebuilt it in three months and built promo code analytics that found discounts leaving money on the table.
- E-commerce
- 20 dashboards
- 200 users
- 11% profit
Challenge
Manual ran promo codes without knowing which ones paid off. It could not find out, because four consultants had left its pipelines and reporting broken. Reports were inaccurate and undocumented, often stopped updating, and had figures missing. There was no single source of truth, so nobody trusted the numbers.
Solution
A team of two rebuilt the pipelines in Airflow and Python, brought the data into Snowflake, and modelled it in dbt as one documented source. On top of that we delivered six Tableau workbooks with 20 dashboards, covering customer retention, payback, payments, shipping and cancellations, promo codes, a task board and a single view for management. With every promo code tracked, we could see how each one affected order volume and churn, and how that fed into payback and retention.
Results
Promo code analytics showed Manual that some of its codes were leaving money on the table, and that some customers kept creating new accounts to reuse a generous first-order code. Based on that analysis, Manual changed which promo codes it sent, to get more revenue from its promotions. The result was an estimated 11% added to the bottom line. The rebuild took three months, with half the headcount of the team before us. About 200 people used the dashboards, and over time they stopped pulling data themselves.
What the people we worked with say
Igor worked with us at Manual as an independent Tableau contractor. He clearly knows Tableau inside out and built us some great dashboards.
He was pragmatic, understood the balance of £ vs speed, and was willing to adapt his designs and approach appropriately. He was able to work independently and great at managing his own workload - a pleasure to work with.
Mark Madge
Head of Data, Manual
Igor's impact went far beyond aesthetics - he took full ownership of the entire data lifecycle within a highly regulated environment, building robust pipelines, integrating complex data sources, and modeling underlying data to ensure absolute accuracy, compliance, and scalability.
Igor consistently delivered high-impact dashboards that translated intricate metrics into intuitive, actionable insights for everyone from daily users to C-suite enterprise stakeholders. His work … directly informed strategic decisions while adhering strictly to rigorous compliance standards.
Lefteris Paraskevas
Director of Source Code Platforms & Developer Experience, Pfizer
Before I worked with Igor, I said dashboard was “the D word.” He often anticipates what I would need.
I review and think “but what about… “ and he’s already thought of it. I focus on giving him the priorities; the questions we need to answer; and for what audience.
And he delivers every time. I feel overall more capable and effective due to Igor’s work.
He’s a joy to work with. I’m very happy to recommend him.
Heather McNamee
Service Manager, Techoir
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