Intersport x Data Octopus case study

Who is the customer?

INTERSPORT Polska S.A. is a leading retail chain specializing in the sale of sports equipment, sportswear, footwear, and accessories. The company is part of the international INTERSPORT group, which is one of the world’s largest retailers of sporting goods, with a wide presence in many countries. It offers 24,000 products.

Challenges

Large SKU, complex product category structure, high variant variability.
A large amount of data that changes over time. Need to connect, process and activate it in advertising systems.
36% of products generated costs without generating revenue. A large part of the offer had little or no impressions and did not participate in sales.
Too low a share of sales of products from the key manufacturer in the offer – NIKE.

Implemented solutions

Step 1- Planning and Strategy

Determine which data has an impact on our important sales results and in which data sources it is stored. Decision to focus on data from Google Analytics 4 and Google Ads.

Step 2- Data transfer

Using a native connection of Google Analytics 4 and Google Ads with BigQuery and supplementing historical Google Analytics 4 data using a 3rd party connector.

Step 3- Data Cleaning and Merging

Standardize currencies between Google Analytics 4 and Google Ads systems.
Merge data at the product ID level.
Schedule a data refresh schedule.

Step 4- Data Analysis and Campaign Optimization based on data

Prepare a Master data model. Segmentation and assignment to each product of proprietary custom labels: Revenue Rank, Google Ads Labels, Performers Rank, Profit Rank
Products segmentation based on their performance in Google Ads, not on brand, category or sale

Results of the collaboration

Results achieved after 7 weeks of the Google Ads campaign.

54% increase in the number of products participating in sales and generating revenue with an average ROAS of 1300%.
15% increase in the number of NIKE products participating in sales and generating revenue with an average ROAS of 1100%
.Securing key product data in a data warehouse based on Google Cloud
Advanced product segmentation based on data from the product feed, Google Analytics 4, Google Ads and additional 1st party customer data.