Emco

When Emco launched its own e-shop, it was clear they didn't just want to "sell muesli online". The goal was to build a direct relationship with customers through retention strategies, special promotions, and personalized offers. For years, data was collected from the e-shop, loyalty program, and campaigns. Spreadsheets grew, and exports multiplied. But answers to key questions were not forthcoming.

Emco wanted to implement a retention strategy long-term but lacked the internal resources. In this situation, Emco joined forces with three partners. Loyaltiq took over the management of retention marketing strategy and campaigns, Porta helped with website redesign, and Databy was tasked with bringing order to the data and transforming it into reliable reporting.

The goal was simple yet ambitious: To base e-shop growth on data, not intuition, and to show how much business potential lies in retention and working with existing customers.

The Challenge: When Ad Systems Only Show Part of the Story

Both Emco and Loyaltiq teams encountered a problem that most e-shops face:

• Cookie banners and tracking blockers complicate measurement,
• each ad system calculates conversions and attribution differently,
• ROAS needs to be monitored across all channels,
• retention and acquisition are difficult to evaluate without seeing the entire purchase cycle.

It was necessary to base decisions on data that was not "sugar-coated". This meant relying on data from the e-shop and loyalty program, not just numbers from advertising platforms. In other words to find out, how many people actually made a purchase, how many of them returned and what revenue and margin it generated.

Databy's Role: Creating a Strong Data Foundation for Effective Campaigns

Our task at Databy was to create an environment where retention campaigns could be fairly evaluated and optimized.

How did we approach this?

The main step was to connect data from the e-shop and loyalty program into a structure that made business sense. What was crucial for us?

• Ensuring that each customer is correctly identified in the data.
• An overview of all their orders over time.
• The ability to calculate order sequence, cart value, and basic retention metrics.
• The ability to segment the user base.

The result is a data model and visualization that can answer both simple and more complex questions:

• How many people are on their first order, and how many are on their second or third?
• Which product categories contribute to acquiring new customers?
• Are we effectively utilizing coupons?
• How is revenue from repeat purchases evolving?
• What is the ROI of retention campaigns?
• How much do first orders contribute to revenue growth compared to retained customers?
• Did last year's campaign acquire retained customers?
• Are we successfully reducing the proportion of churned customers?
  
  

The dashboard became an integral part of the decision-making process

The reporting serves the Loyaltiq and Emco teams as a tool for continuous strategy refinement. This allows them to:

• test discounts, coupons, loyalty points, and other incentives with clear evaluation
• monitor how different campaigns affect both retention and acquisition
• see if not only revenue is growing, but also the number of customers and repeat purchases
• reduce the proportion of lost customers and increase the number of reactivated ones

Our ambition was not to deliver a static report. We wanted to give the marketing team a tool that would become part of their regular workflow. And we succeeded!