Denmark’s top beauty and personal care retailer, Matas, has earned accolades for its award-winning omnichannel commerce, consistently ranking among Denmark’s most frequented online stores.
With an inventory of over 50,000 products, ensuring effective activation across multiple channels demands a data management solution far superior to good old spreadsheets.
Since 2019, Precis has helped Matas build its marketing data warehouse. Through the implementation of various automated tools, Precis has not only saved Matas valuable time but also significantly bolstered its bottom line.
Stay tuned as we give you an exclusive deep-dive into some of the automated tools Matas used to increase its paid search revenue by €3.4 million.
Our approach
Our approach was twofold:
Step 1: build the architecture that allowed us to process heaps of data
Step 2: automate marketing workflows to free up time for more strategic tasks and fun with friends
Step 1: Building a data warehouse
In Precis’ we have built connectors that stream data from all the big ad and analytics platforms directly into Google Cloud’s data warehouse platform BigQuery.
Having such a large product inventory as Matas naturally spawns an even bigger amount of data. Therefore it becomes a requirement to store and process this data as efficiently as possible.
Google BigQuery allows us to stitch and merge the data our Precis connectors provide us. Having this tool at our disposal allows us to create tools and reports that Matas and our specialists can use in order to save time and thereby reinvest it into higher-impact work.
Step 2: 5 automated tools for greater business impact
1. Local Inventory Ads (Shopping)
We used a combination of cloud functions and BigQuery to activate Matas’ offline data. This ensured that when a customer showed interest in purchasing a specific product available in-store, Google would display the nearest store with that item in stock when the customer searched for it.
We achieved this by importing the local product feed and then creating advanced rules to show the right products at the right time for the right searches. Fancy, right? 😎
2. Activation of sales campaigns at scale
We’ve developed a BigQuery tool that easily highlights sales of specific products or categories. With just a few simple inputs in a Google sheet, this tool seamlessly attaches the appropriate headlines to our search ads across more than 24,000 ad groups.
This enables us to react quickly to promotion plans while not risking making manual mistakes – while avoiding some major headaches.
3. Automated keyword buildouts
Using BigQuery, we automated the process of finding new keywords for 50,000 different products and seamlessly integrating them into our setup. We achieved this by taking advantage of BigQuery’s processing capabilities and Google’s interconnected infrastructure that links multiple Google products.
4. Campaign and ads creation
Using BigQuery (yes, again, we love BigQuery 🫣), we consolidated data from Matas’ website and its different channels. This enabled us to craft more relevant campaigns and targeted ads, ensuring we stayed highly relevant and provided an improved user experience when customers searched for specific products.
5. Market share and price comparison dashboard
BigQuery facilitates the creation of advanced dashboards, allowing us to closely monitor Matas’ categories, search impression share, and competitors’ prices. This data-driven approach enabled us to make real-time decisions and respond quickly to changes in performance.
Results
Since implementing the marketing data warehouse, Matas’ paid search revenue has increased by €3.4 million. Building this marketing platform has enabled Precis to help Matas make fast and impactful adjustments in their Paid Search and Shopping setup supporting the continuous profitability of their marketing and growth online sales.
