Butosklep x Data Octopus case study

Who is the customer?

Butosklep is a Polish company specializing in online shoe sales. The store offers a wide range of women’s, men’s, and children’s shoes, including espadrilles, snow boots, sandals, ankle boots, pumps, loafers, and many more. The company is known for its wide variety of models that combine comfort and style.

Challenges

Large SKUs, a complex product category structure, high variability of variants, many brands
Securing key product data in a Google BigQuery-based warehouse
Increasing the number of products participating in sales within Google Ads by increasing their exposure
Reducing storage costs for products that are not selling

Implemented solutions

Step 1 – Data-Driven Analysis

Analysis and segmentation of products using a proprietary script. The result was the knowledge that a sizable portion of the offering did not have proper exposure in Google Ads considering impressions or click rate at the single product level.

Step 2 – Strategy and Data Transfer

We decided to aggregate data from GA4, Google Ads and the product feed in BigQuery in the form of a Data Master Model. At the Data Octopus application level, we made rules that served as the basis for product placement in new campaigns

Step 3 – Data Activation

We prepared a custom feed for GMC with additional product information. Our goal was to include them in a new special campaign designed to activate their sales while maintaining profitability.

Step 4 – Campaign Optimization and Reporting

The custom report allowed us to preview the performance of the portion of the offer we were focusing on. In addition, we constantly optimized the campaign, and Data Octopus selected products based on established rules.

Results of the collaboration

The results that we, together with the agency responsible for the client’s digital, achieved after 12 weeks of Google Ads campaigns.

Product segmentation that allowed us to modify the structure and settings of ad campaigns based on the data
1929 products (24% of the offer) that previously did not sell started generating new revenue
ROAS achieved by these products was at 1125%
The conversion value of these products in the total conversion of the store was 8.6% in this period
Securing key product data in a Google Cloud-based data warehouse