Simple is an intermittent-fasting app that provides daily personalized diet advice, offers a step-by-step guide to intermittent fasting, and monitors meals flexibly. It’s available both in the App Store and Google Play.
Setting up analytical infrastructure, including data collection, processing, and storage, as well as analytical reports in a data management system.
Optimized marketing strategy for lead generation through efficient marketing KPI analysis
You need custom analytics if
The Simple team invested in marketing initiatives in the USA geo heavily but couldn’t efficiently assess the ROI and effectiveness of each marketing channel. To overcome the challenge, they decided to become data mature and analyze marketing data. Since the company lacked an in-house data analytics team, they turned to a reliable partner, Valiotti Analytics, who set up data infrastructure and relevant reports to monitor marketing metrics.
Thanks to the set-up data infrastructure, the Client managed to evaluate marketing attribution and the efficiency of different channels, which allowed them to better allocate their marketing budget and, therefore, optimize costs.
The reports are created in Redash and regularly updated, allowing the marketing team to access recent insights into marketing performance. To achieve this, the Valiotti Analytics team built the analytical infrastructure from scratch:
To provide a comprehensive overview of marketing efforts, there were several data sources:
Apache Kafka is an intermediary between a data source and a Clickhouse database. The solution allows numerous streams of data to be collected and stored for further extraction, in case they are lost or unavailable in Clickhouse. The collected data is stored according to various partitions to ensure easy access and navigation. The Kafka cluster is located on AWS Cloud, where a set of VPS (virtual private servers) is formed, which forms a cluster from 3 remote nodes. If one node or two nodes fail, the collection still remains, which ensures the stability of streamlined data collection. In addition, ClickHouse is connected to the Kafka cluster.
Clickhouse, as a data management system, regularly takes the collected data from Kafka and stores it. It also forms the data into tables, which are constantly monitored by a specific engine that removes duplicates. Clickhouse facilitates the completion of requests, allowing for seamless report building in Redash, as it sorts data properly, assigns it to the relevant partitions, and stores it on the hard drive.
Having the infrastructure set up, we thought through the visualization to find correlations between the allocated marketing budget across channels and received revenue. The up-to-date reports are delivered in Redash.
That's how Sergey Matrosov, Head of Web Marketing, described our work together on this project:
The Valiotti Analytics team has built an analytics infrastructure for Simple App.
They analyzed all data streams, designed a data lake, developed microservices for statistics collection, deployed a Kafka cluster to achieve scalable and fail-safe streaming.
Next, they deployed Clickhouse on AWS servers, as a solution for increased performance, configured marketing reports and analytics for the database, including ROI analysis.
We have built a productive сollaborative partnership, our teams share ideas and offer effective solutions to arising challenges. We are very happy with our cooperation!
If you need help with selecting or creating data analytics tools, feel free to contact us.
You can write directly to our CEO or submit a request on the site. We are looking forward to our collaboration!
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