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Pets At Home have transformed how their data is utilised to deliver the best customer experience in petcare. With a data and analytics capability at the core of their strategy, Datatonic supported Pets At Home in developing a Customer 360 Analytics Platform on Google Cloud alongside their newly formed, high calibre analytics team, and establishing a data foundation for intelligent analytics.
Breaking down data silos and empowering the business with a Single Customer View
Increasing flexibility and velocity of data-driven insights across the organisation
Insights used to deliver exceptional customer experiences and create competitive advantages through analytics
Pets At Home is the UK’s go-to petcare retailer that puts pets at the heart of everything they do. In order to grow value for their customers, the business sought to bring their data in-house with a newly formed analytics function, led by Chief Data Officer, Robert Kent, and create organisational change to leverage data-driven insights as the norm.
“Using data to better serve our customers is a critical part of our pet care strategy. We cannot deliver the best customer experience if our data is siloed and disjointed.”
A key requirement for achieving this objective was to firstly break down their data silos and establish a Single Customer View. This platform had to not only answer who the customer is, but encompass all interactions the customer has with the business – online and offline, across channels, and across the customer’s, and their pets’, lifespan.
“The Customer 360 is a key piece of our capability and given that we had a new internal team and no analytic platform at the time, we needed a depth of expertise and acceleration from a partner that knew what they were doing.”
Datatonic was the chosen partner to develop Pets at Home’s Customer 360 Analytics Platform on Google Cloud, alongside their newly-formed analytics team.
The platform automated the ingestion of data from over 20 sources, including their: eCommerce website, apps, microsites, loyalty programs, marketing campaigns and in-store, product and promotional data from SAP. This data then flowed into a cloud-based data lake and data warehouse on Google Cloud Platform, and through downstream marketing tools, such as Salesforce Marketing Cloud.
“Datatonic was our chosen partner and they delivered expertise and acceleration in abundance. They worked with us with agility, flexibility and pragmatism. We wouldn’t have been successful without them.”
To deliver this platform, the Datatonic team set out to:
With this solution, Pets At Home have accurate, trusted customer data insights to take action across the organisation. The platform has also laid the data foundation for future innovations with intelligent analytics and AI, such as customer segmentation and hyper-personalisation.
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