Unified Data Uncovers Opportunities for Experiment-Led Growth

The Challenge

With 1,000s of SKUs, global localized markets (predominantly Asia and North America), and a multi-channel advertising approach, In order to optimize marketing channels and reduce wasteful spend, Yami needed to make sense of its data—particularly around understanding customer intent, audience segments, acquisition targets, attribution, and repeat purchase patterns.

The Solution

Our existing relationship with Yami in launching their Conversion Rate Optimization testing program led to a natural progression to bolster their analytics and provide much-needed answers, necessary to optimizing across the entire customer lifecycle. We began by assessing Yami’s data infrastructure, analytics, and ad platforms. Leveraging our Build | Try | Optimize framework, we built a unified data schema for Yami that incorporated all website visitors, mobile app users, and marketing performance data. This enabled us to design data visualizations that address goal targets and layer in attribution modeling. We created both executive-level performance dynamic dashboards for metrics at a glance, but also granular-level performance reports with the ability to drill into specific metrics to uncover purchase patterns and surface opportunities, enabling Yami to optimize marketing efforts and reduce wasteful spending.

Also, with such a large catalog across multiple markets, it allowed us to create powerful nuanced reporting beyond just data unification. For example, on-site search is an important element of product discovery and matching customer intent. We tailored search, audience exploration, day part analysis, and other reports to Yami’s unique business and KPIs.