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Trade and production company. Wholesale and retail sale of cosmetics and beauty products through its own online store network

Need

The company has a number of online stores and projects related to various areas of activity. Each project has its own marketing policy, customizes its advertising channels, calculates profitability differently, and so on.
This situation created a number of problems for creating a unified picture of business processes:
- Multiple data sources - complex matching, unconfigured connections, difficult access, large volume of data to process;
- Outdated reports in Excel and 1C - static image, low frequency of report releases, difficulties in preparation;
- There was no unified vision or consensus on a number of processes and indicators within the company's business processes.
The lack of a clear and convenient methodology for preparing reports on processes within the company made it impossible to conduct research on problematic situations, build hypotheses, and make operational decisions based on data.
Many business processes in the company have already been digitized, and data on them is being accumulated in electronic form. To implement a data-driven approach to organizational management, a tool for conducting regular and high-quality analysis was required. Therefore, the task arose to transform the accumulated data into useful information for business management.

Solution

Implementation of the BI system Qlik Sense based on the SAAS version of Qlik Sense - an application for data visualization, research, and monitoring

Result

The BI system has been implemented into the existing IT architecture in accordance with the customer's request. The new tool helps analyze patterns, identify the causes of positive and negative trends in processes, and test hypotheses.
Data collection has been automated and systematized into a flexible managed format, and an analytical system covering the company's business processes has been established.
Time for processing routine tasks has been reduced, the management process optimized, and the efficiency of decision-making has increased.
Implementing a set of reports in Qlik Sense has had a positive impact. on the development of the company's projects:
— Successful marketing channels and campaigns were identified, which allowed for the optimization of advertising budget;
— Sales trends and dependencies on various factors were formed, which helped adjust business processes to increase project profitability;
— An opportunity has emerged to respond promptly to problematic situations by identifying them at an early stage.

Details of implementation

Creating an ecosystem that allows for prompt and informed decision-making based on data:
— Monitoring appeals to B24 open lines;
— End-to-end analytics;
— Sales report;
— Daily metrics for e-commerce projects.

End-to-end analytics
For e-commerce projects, the company purchased advertising on resources such as Yandex, VK, Google, and FB. There was no single picture of advertising expenditures in conjunction with the flow of orders. An app was created to solve this problem.

To deliver data from Yandex, Google, and FB, OWOX was used, while data in Qlik was imported from Google BigQuery. To import data from VK, the REST API capabilities of VK were utilized (the application was configured and a standard set of methods was used). Separate REST API methods were created to import order data from websites.

Based on the data obtained, several pages with graphs, charts, and tables were designed in Qlik, reflecting a complete picture of how funds invested in a particular advertising channel are reflected in the quality of order traffic on websites.

Daily e-com project metrics
It is evident that for any manager, a holistic picture of project status, including the main metrics of the business processes they manage, is of great value. Therefore, another dashboard was implemented, which combined a number of important indicators and parameters that change in real time: the number of orders and the amount of orders, by project and by day. Average revenue for the month and "today." And so on. The application was implemented based on data from Yandex.Cass (statistics on transactions were obtained) and data from Bitrix24 (project plans were imported).

Analysis of appeals to Bitrix24 Open Lines
The client worked on several projects with connected Open Lines and request processing teams. Opportunities to monitor the processing of appeals within Bitrix24 were insufficient. The RM team has implemented a monitoring application on Qlik Sense.

Custom REST API methods have been implemented, through which data from Bitrix24 is imported into Qlik Sense: the Open Lines list, dialog lists, and appeal statuses. Based on this data, a dashboard has been created that reflects the entire picture of Open Lines' work in real time: the number of inquiries with filters by status and time; and the average response time. It has become possible to forecast loads, and "narrow spots" have become visible in the process of processing customer requests.

Sales Report
To regularly monitor data, adjust the sales process in real time, and ensure an efficient decision-making process, the customer needed to receive up-to-date information in a convenient format. It was decided to implement the Sales Report by combining sales plans with the real picture: it was necessary to create monthly plans for each project in the Lists on Bitrix24. Using the Bitrix24 REST API, the data was imported into Qlik and superimposed on the sales data imported from the Customer's websites.

A sales report was received, presenting deviations from the approved plans—a tool appeared that allowed for the operational adjustment of sales and marketing policies within a month, rather than waiting for the end of the month with final results. Statistics were analyzed not only for orders but also for abandoned baskets.

Prospects scaling

Scaling prospects

Integration with 1C (ideally through GBQ)
Transferring the project from the cloud version of Qlik Sense to a server room with more capabilities
Integrating monitoring dashboards into the Bitrix24 interface
A number of new applications: Info Project Monitoring, Employee Working Time Monitoring, Logistics and Delivery Cost Analysis, etc.