Digital BI to power up Reporting Efficiency

Santoni is a luxury footwear brand known for its Italian craftsmanship and elegant creations. To optimize decision-making and increase operational efficiency, Santoni implemented a business intelligence solution that can automatically integrate and visualize data from various sources, supporting a data-driven strategy.

Client

Santoni
Sector

Luxury Fashion
Areas dof Expertise

Digital Intelligence, Martech & Adtech

1. Goals

Santoni needed to improve the efficiency of its data reporting and enrich its enterprise business intelligence architecture with digital data from multiple sources. The company also aimed to expand the range of KPIs monitored through automated reports. The main objectives of Phase 1 of the project were:

Merge data from Google Analytics and internal data (SFCC & Target): Obtain a single, aggregated source that accurately attributes KPIs at the market level and overcomes fragmented reporting between digital traffic and sales recorded by internal systems.
Automate daily and weekly reports: Create the “Yesterday Report” to summarize the previous day’s data and the “Weekly Report” to analyze the previous week, thereby eliminating manual data extraction and aggregation tasks.
Develop integrated, dynamic dashboards: Display traffic, revenue, product, and markdown KPIs in interactive views to support in-depth analysis and data-driven decisions.

Dashboard Yesterday Daily Report & Product Overview

2. Our Approach

To support Santoni on its data-driven journey and integrate digital and business data, we divided the project into different steps to ensure consistency, quality, and automation:

Vendor Selection ETL: Identification of ETL platforms with connectors for GA4 and SFCC that can automatically extract, transform, and load data from multiple sources.
Data Architecture & Validation: Design a cloud-based data warehouse to aggregate sources and apply transformation logic and automatic validation rules to ensure the quality and efficiency of the process.
Implementation of Dynamic Dashboards: Configuration of a visualization platform that feeds in real time from the data warehouse with interactive views of:
• Ecommerce Overview, on business KPIs by Geographies and channels
• Product Overview, KPIs by product category and gender
• Markdown Overview, analysis of order- and product-level promotions.
Automation of Daily and Weekly Reports: Creation of scheduled PDF reports, the “Yesterday Report” and “Weekly Report,” from the respective dashboards. These reports provide a recap of key KPIs for the evaluated period, along with a deep dive into the levels of geographic area, product, and traffic sources.

3. Key Wins

The brand has achieved concrete, measurable benefits in terms of operational efficiency and business clarity:

Operational efficiency: Thanks to complete process automation, there has been a significant reduction in the time the internal team spends on reporting up to 2 days for week less. Human errors in manual data export/import activities have also decreased, improving the accuracy of the analyzed data.
Business clarity and a holistic view: Monitoring of a significantly greater number of KPIs within a single platform and cross-referencing of data across geographic areas, product categories, traffic sources, and orders with applied discounts to uncover crucial insights and adopt data-driven optimizations.
Better attribution: More accurate order reconstruction at the country and promotion levels enables more accurate performance analysis.
Customized visualization: A dynamic dashboard allows for the presentation of results and KPIs in a fully customized format. For example, product images can be integrated to offer a more immediate and intuitive visualization of the product focus.
Scalability and future integration: Digital BI is set up to integrate marketing costs, CRM, and marketplace data, offering a framework that enables further strategic insights.