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Google Cloud Platform > 实例探究 > Vivino leverages data to drive growth and the best possible customer experience
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Vivino leverages data to drive growth and the best possible customer experience

技术
  • 分析与建模 - 预测分析
  • 分析与建模 - 实时分析
  • 应用基础设施与中间件 - 数据交换与集成
适用行业
  • 电子商务
  • 零售
适用功能
  • 销售与市场营销
服务
  • 数据科学服务
  • 系统集成
挑战
Vivino, the world's largest online wine marketplace, was facing challenges with data management. The company was using a plethora of spreadsheets owned by different stakeholders in different time zones, leading to inconsistent and inaccurate data. This was particularly problematic for the eCommerce side of the business, where data was being used to influence strategy and decision-making as the team scaled globally. In addition, technical users who ran their own database queries needed help making sense of conflicting results from queries run without consistent data definitions across the organization.
关于客户
Vivino is the world's largest online wine marketplace and most downloaded wine app, powered by a community of millions. Vivino’s unique wine shopping experience uses community data to provide personalized wine recommendations—making wine discovery and purchase fun, accessible, and effortless for wine drinkers of every level. The company is experiencing fast year-over-year growth by using data to fine-tune retention strategies, improve customer service and response, and deliver data-rich partner apps for winery and merchant partners.
解决方案
Vivino implemented Looker across the organization to provide company-wide access to trusted, accurate insights. Looker's modeling layer, LookML, ensured data governance and metric definitions across datasets and queries, bringing trust back into the data and decision-making process. Vivino also utilized Looker’s native connection with Amazon Web Services (AWS) Redshift, Vivino’s data warehouse, to leverage Redshift’s processing power while ensuring a single source of truth for all the queries that ran against it. By storing all of their data in AWS Redshift and analyzing it in Looker, the Vivino team was able to view data generated by Mixpanel and Heap (product analytics and event tracking tools) and Salesforce (customer relationship management application) all in one place, providing a clear and trusted view of the entire business.
运营影响
  • Vivino was able to provide company-wide access to trusted, accurate insights that help everyone make the best decisions for their customers.
  • The time saved from running manual queries and double-checking accuracy allowed the data team to integrate insights into employees’ workflows, including setting up custom email alerts and using the Slackbot to bring data into conversations.
  • The customer service team was able to gather as much customer feedback as possible to help enhance the quality of service and products they offer customers.
数量效益
  • Vivino experienced fast-paced year-over-year growth with over 12 million wines, 44 million users, and 1 billion scans as of early 2020.
  • The company saw a 20% increase in customer retention.
  • Vivino's Net Promoter Score (NPS) improved by 30%.

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