Gapps renewed BHG Group Finland’s marketing data warehouse

Key takeaways

• The aim was to build machine-learning models that combine online marketing data with BHG Group Finland’s brands and provide a better measure of the effectiveness of marketing.

• Gapps renewed BHG Group Finland’s marketing data warehouse using Supermetrics and BigQuery.

• Thanks to its renewed data warehouse in BigQuery, BHG Group Finland can now automate things that could not be done by humans alone and that were beyond the reach of its old systems.

• At the moment, the solution is being used to optimise the content and visibility of digital advertising.

• A high-quality data warehouse enables machine-learning models that seamlessly combine marketing data with other business metrics, and advertising can be optimised for even better profitability.

BHG Group Finland has successful and expanding Finnish online stores and it is the market leader in the DIY sector in Finland. The company has always been managed with data, so when it wanted to accelerate its growth and shift workloads from manual work to strategic-level planning work, BHG Group Finland began looking into options for building machine-learning models. The goal was that the machine-learning models could combine online marketing data with BHG Group Finland’s brands and provide a better measure of the effectiveness of marketing.

BHG Group Finland brought in Gapps, the leading Google Cloud specialist in the Nordics, and Supermetrics, a superstar in marketing data exploitation. Both providers were ready to test solutions with the right data. “We are particularly inspired by the opportunity to work with a company like BHG Group Finland, which understands the value and opportunities of data,” says Tuomas Lähteenmäki from Gapps.

We are inspired by the opportunity to work with a company like BHG Group Finland that understands the value and opportunities of data.

Agile partners won the DIY job

There are various data analysis tools on the market, but BHG Group Finland chose Supermetrics as its partner because its solution was capable of retrieving data in the precision demanded by BHG Group Finland. Gapps provided the project with its data engineering expertise in BigQuery and Google Cloud. These agile partners brought rapid and effective results.

“We would probably have been able to build a solution of some sort ourselves with enough time, but, in order to get everything moving forward, it was a top priority to get analytics expertise from Gapps,” says Juha Saarinen, Head of Traffic and Analytics at BHG Group Finland.

We would probably have been able to build a solution of some sort ourselves with enough time, but, in order to get everything moving forward, it was a top priority to get analytics expertise from Gapps.

BHG Group Finland had been using Google’s marketing tools for some time, so it was natural to expand the development further into Google Cloud. The solution built with Gapps and Supermetrics makes it possible to automate things that could not be done by humans alone and that were beyond the reach of its old systems. At the moment, the solution is being used to optimise the content and visibility of advertising.

In the future, BHG Group Finland aims to increase its use of BigQuery by bringing more marketing channels into the fold. This will enable all the possible marketing data to be put to use. Now that the data warehouse is in order, marketing data can also be combined with financial and inventory data, and the business can make strategic decisions on matters such as investments and expanding the product selection.

BHG Group Finland’s brands include Netrauta.fi, Taloon.com, Talotarvike.com, Kodin1.com and Grillikauppa.com.