Hashtag You's Transformation into a Data-Centric Company with Fivetran
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
Applicable Industries
- E-Commerce
- Equipment & Machinery
Applicable Functions
- Maintenance
- Sales & Marketing
Use Cases
- Building Automation & Control
- Personnel Tracking & Monitoring
About The Customer
Hashtag You is a brand builder in the direct-to-consumer e-commerce sector, primarily active in Germany, Austria, Switzerland, France, Belgium, and Italy. The company uses its expertise in influencer marketing to build the next generation of social media brands and strong brand-based communities. Its brand portfolio includes Ava & May and Faynt home fragrances and perfumes. The company fulfills orders from all around Europe and the world. As a data-driven company, Hashtag You leverages analytics in various aspects of its business, from marketing to product and customer analytics to operational analytics.
The Challenge
Hashtag You, a brand builder in the direct-to-consumer e-commerce sector, faced a significant challenge in leveraging and structuring data within its organization. As a data-driven company, the use of analytics in marketing, product and customer analytics, and operational analytics was crucial to its business model. Initially, Hashtag You implemented several piecemeal solutions through Google Sheets with self-created data pipelines. However, the company soon realized the need for a centralized and scalable approach to data ingestion. The challenge was not only to establish robust data pipelines but also to connect new data sources quickly and easily. The company needed a solution that would allow non-data specialists to make these connections. Furthermore, the company had to manage advertising across various platforms, combine marketing and webshop data, link with other data pipelines, and analyze campaign performance.
The Solution
Hashtag You turned to Fivetran for its data ingestion needs. Impressed by Fivetran’s ease of use and ELT capabilities, the company was able to establish connectors to all of its marketing channels, which were the most important data source for the company. Fivetran offered a step-by-step process of linking a connector, enabling staff who were not data specialists to make the connections. For instance, the Google Analytics connection was up and running in just ten minutes, and all historical data was available in only three hours. Hashtag You also linked other data pipelines, such as the internal budgeting tool that runs via MongoDB, and added other sources like TikTok. For campaign performance measurement, the company combined information from various sources. Hashtag You also developed a proprietary solution for influencer marketing performance measurement. Currently, the company has connected 90% of its data sources to Snowflake with Fivetran, allowing it to focus on more strategic, value-driving initiatives.
Operational Impact
Quantitative Benefit
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