Photobox is an ecommerce company headquartered in London, UK. It sells over 600 products, including personalized photo books, canvas prints and other personalized gifts. Operating in 19 different countries, Photobox has over 3.4 million customers.

Challenge


Prior to implementing Conjura, Photobox's marketing, web analytics and transaction data was not fully integrated and automated. As a result, the company did not have confidence in the data being used to assess online performance at a granular level.


Solution


Photobox chose Conjura to create a solid data foundation and a single customer view, integrating data from 8 different customer data sources. The data sources included Google Analytics 360, Google Ads, Facebook, Eulerian (a tag-management system) and a custom-built ecommerce platform.


Results


Photobox now has full confidence in the data being used to report key metrics. As the Conjura solution automatically refreshes data every day, it is saving Photobox’s marketing & data analytics teams lots of time on manual reporting, and reducing the risk of human error in the reporting.


800-person ecommerce company with a large analytics team struggles to integrate data

Like many ecommerce companies, Photobox has a large team of business analysts who work on analytics projects across the company. With data existing in multiple platforms, reliably integrating the data had proved to be a challenge. Every week, lots of time was spent cleaning, formatting and reconciling mismatched data between different platforms. As a result, Photobox was not confident in the accuracy of the data used to drive its reporting, and critical decisions were often delayed.

Photobox’s expertise is in iterating and improving its software platform and product offering, along with online marketing and product distribution. Like most companies, data management is not a core competency of Photobox, nor should it be. Thus, when Photobox learned about Conjura, and its data integration product, it decided to outsource these data challenges.

Conjura: integrating and automating data flows from multiple sources

Conjura successfully created a solid data foundation for Photobox, by integrating data from 8 different customer data sources. The data sources included Google Analytics 360, Google Ads, Facebook, a tag-management system and a custom-built ecommerce platform.

All key marketing analytics reports have been automated, saving Photobox’s marketing & data analytics teams hours of manual work every week and reducing the risk of human error. Marketing campaign cost data has also been integrated and automated. Automated reports include:

  • Board-level marketing and business performance by business region and channel, over time.
  • SEM and Paid Social campaign-level performance.
  • CRM Engagement Dashboard.
  • Customer Cohort Analysis.

Conjura also provided recommendations on configuration changes to Photobox’s ad platforms to optimize its ability to collect data, and, on migration to a new tag-management platform. Finally, a series of alerts have been set-up to surface any data quality issues, at any time.

Full confidence in data leading to faster and better decisions

Photobox now has full confidence in the data being used to report key metrics. As the Conjura solution automatically refreshes data every day, it is saving Photobox’s business analysts lots of time on manual reporting, and reducing the risk of human error in the reporting. All internal teams (marketing, operations, finance) are now using Conjura’s data as the single source of truth. With full confidence in its data, Photobox is now making quicker and better decisions.