Seamless Data: Unify, Reconcile, and Automate
Unifying 5 Years of Retail Data to Unlock Cross-Channel Clarity
Making data-driven decisions when your information is scattered across different platforms is a tough job. How can you accurately measure e-commerce performance or understand your customer's journey when you have years of fragmented data?
These were the exact challenges Curio Spice Co. faced before they partnered with Dynamic Data.
Why Dynamic Data?
Multidisciplinary team that came together to offer a comprehensive service
A rare combination of
technical abilities and
interpersonal skills
Fully customized service,
adaptable to the
client's needs
About Curio Spice Co.
www.curiospice.com
Industry: Specialty Foods / Retail
Lines of business: Online, Retail, Wholesale, Classes, and Events
Curio Spice is a specialty spice company that ethically sources high-quality spices and blends from small, sustainable farms, ultimately improving the lives of spice farmers.
They inspire culinary creativity through unique flavor blends while valuing organic, fair-trade ingredients. By supporting women and enriching local communities, Curio ensures everyone has the chance to eat well.
The process
The goal
Collect data to make decisions
The client had a clear objective: to integrate and centralize five years of fragmented data. They wanted to enable consistent tracking, visualization, and data-driven decisions across all of their sales channels and product lines. Additionally, they needed an expert audit and optimization of their Google Analytics 4 (GA4) configuration to accurately measure their e-commerce ads performance.
The stack
Curio's data was originating from multiple sources, including legacy ERPs, manual uploads, and various marketing channels such as search ads, paid social media, organic social media, email communications, and an affiliate program.
To build a seamless pipeline, we utilized Fivetran and Google Integrations to pull everything into a centralized Data Lake, ultimately structuring the information within a BigQuery Data Warehouse.
On the digital marketing front, we audited their multi-channel customer journey and proposed a standardized UTM structure. This new structure perfectly satisfied both GA4 channel definitions and Curio's specific tracking requirements.
The results
We achieved seamless tracking, enabling clear customer journey insights and precise ROI attribution across all channels.
Curio saw a significant reduction in manual reporting processes because data was centralized in BigQuery and updates were completely automated.
Customized, real-time dashboards with dynamic filtering and layered visualizations enabled instant tracking of budget variances and year-over-year trends.
Curio gained an enhanced understanding of customer behavior and unit economics, including key metrics such as churn and lifetime value.
Mark Ethier