Business Intelligence Data

Visualization for Tefal

Background:

Tefal, a renowned brand known for its innovative kitchen products, embarked on a mission to leverage the power of data to gain valuable insights into customer behavior, product preferences, and marketing strategies. Dataceed (through its Payceed system), was tasked with collecting an extensive range of information, including personal data coupled with analytics data such as traffic sources. The goal was to visualize this data effectively to enhance decision-making processes for Tefal.

Challenges:

The challenges were multi-faceted, involving data collection, visualization, and utilization:

  1. Data Collection: Dataceed (through its cash back management system “Payceed”) collected a vast array of data. This encompassed personal information, analytics data related to website traffic sources, and other relevant information.

  2. Data Visualization: Comprehensive visualization was needed for the collected data. Tefal aimed to understand various aspects, including the geographic location of customers, the types of products purchased, and the specific resellers from whom these products were acquired.

  3. Integration with Marketing Automation and Social Networks: Dataceed's sister company “Adjust” is responsible for managing Tefal's social network presence and marketing automation efforts. The data collected by Dataceed was highly valuable for these purposes. For instance, it could be used to build lookalike audiences for targeted marketing campaigns.

  4. Data Lake Integration: Tefal had a specific requirement to store all this valuable data in a data lake. This centralized repository is essential for efficient data management and analysis.

Data Collection and Processing:

Personal information and analytics data were collected from various sources, including Tefal's website and other relevant touchpoints. The data was processed and structured for effective analysis.

Data Visualization:

To address Tefal's needs for data visualization, Dataceed employed Business Intelligence (BI) tools. These tools allowed for the creation of visually insightful reports and dashboards. Some key visualizations included:

  • Geographic Heatmaps: Geographic data was represented using heatmaps to visualize the concentration of customers in different regions.

  • Product Purchase Patterns: Interactive charts showcased product preferences, helping Tefal understand which items were popular among customers.

  • Reseller Analysis: Bar graphs and pie charts depicted the distribution of product purchases among various resellers, aiding in reseller management decisions.

Integration with Marketing Automation and Social Networks:

Dataceed's data collection efforts allowed to enhance marketing automation and social network strategies. The data proves invaluable for:

  • Fueling the automation system: the personal data gleaned from the data capture actions served as the lifeblood for the automation program, driving efficiency into the marketing automation strategy.

  • Creating Lookalike Audiences: Data insights were used to identify customer segments with similar characteristics to existing Tefal customers. This information was utilized for targeted marketing campaigns.

Data Lake Integration:

All the data collected and processed was efficiently stored in the data lake, as per Tefal's requirements. This centralized repository ensured data consistency, accessibility, and facilitated data-driven decision-making.

Benefits:

The successful implementation of data collection, visualization, and integration delivered substantial benefits to Tefal:

  • Informed Decision-Making: Tefal gained valuable insights into customer behavior, product preferences, and effective marketing strategies, enabling data-driven decision-making.

  • Enhanced Customer Engagement: Personalized content and targeted campaigns led to increased customer engagement and satisfaction.

  • Improved Marketing ROI: Targeted marketing efforts, aided by lookalike audience creation, resulted in a higher return on investment (ROI).

  • Streamlined Operations: Reseller and product management decisions were optimized, improving overall operational efficiency.

Conclusion:

Dataceed's mission was to collect, visualize, and leverage data for Tefal. 

Through effective data collection, visualization, and integration with marketing automation and social networks, Tefal gained valuable insights that helped them improve their marketing strategies and achieve more effective and targeted campaigns.

This successful data journey has allowed Tefal to make informed decisions, enhance customer engagement, and maximize its marketing efforts while ensuring data security and compliance. 

Dataceed's mission aligned perfectly with Tefal's goal of harnessing the power of data for strategic growth and innovation.