Undrgoods

An e-commerce brand from middle east

Introduction

Overview:

Undrgoods is a Middle Eastern e-commerce brand specializing in premium undergarments sold through WooCommerce. Leveraging Facebook, Google, Snapchat, and TikTok, they reach diverse audiences across social media platforms, aiming to become a leader in the regional market.

Objectives:

To create a comprehensive Looker dashboard integrating data from Facebook Ads, Google Ads, Snapchat Ads, TikTok Ads, and WooCommerce. This dashboard will provide detailed insights into campaign performance, order attribution to marketing channels, customer segmentation (new vs. returning), cohort analysis, sales trends, ad spend across platforms and campaigns, clicks, impressions, and funnel analysis. The dashboard will also include interactive filters for campaigns, order dates, marketing channels, and other relevant attributes, empowering the client to make informed decisions and optimize their marketing strategies effectively.

Methodology

Tools & Technologies:

Data Sources :

Marketing Data Sources : Facebook Ads, Google Ads, Snapchat Ads, TikTok Ads
Operations Data Sources : Woo Commerce, Google Sheets
Other Data Sources : Google Analytics

Data Connector :

Fivetran

Data Transformation :

DBT (Data Build Tool)
SQL and YAML

Data Visualization :

Looker Studio

Database :

Google BigQuery

Processes:

Data Pipeline Setup:
- Utilized Fivetran to extract data from Facebook Ads, Google Ads, Snapchat Ads, TikTok Ads, and WooCommerce, transferring it seamlessly to Google BigQuery.
DBT Implementation:
- Connected DBT to BigQuery and GitHub, creating SQL-based data models for analytics-ready datasets.
- Automated model updates through scheduled tasks, ensuring data freshness for insights.
Data Modeling:
- Designed models for campaign attribution, customer segmentation, cohort analysis, ad spend analysis, clicks, impressions, and funnel analysis.
Integration with Looker Studio:
- Connected final data models to Looker Studio for intuitive data visualization and exploration.
- Developed interactive dashboards for marketing performance analysis.
Testing and Documentation:
- Conducted rigorous testing to ensure data accuracy and consistency.
- Documented the entire process for knowledge sharing and training.