Egmont has built its own e-commerce data system
Nine Nordic companies are part of Egmont’s e-commerce portfolio. Even though the companies and products are very different – from yarns, hiking boots and prams to pots, fishing rods, sofas, hair shampoo, lamps and vitamins – information about individual transactions via a shared Egmont data system can help companies improve their operations, especially in purchasing, marketing and sales optimisation.
The advanced Business Intelligence system has been developed by a team of five data engineers and product managers at Egmont who have built platforms and dashboards, and every day, they collect and analyse huge amounts of data from the individual e-commerce businesses. Egmont’s E-commerce Data Platform (EDP) collects data from a number of different systems, such as the companies’ own websites, Google and Facebook. The data is transformed into a common data model where it is analysed and ultimately shared with the companies again in the form of clearly laid out dashboards.
On the dashboards, the e-commerce businesses can easily track revenue and returns for each transaction, how advertising is working and how many items are left in stock. Egmont gains shared knowledge about the nine companies, even though they work with very different products, and the individual companies gain insights into purchasing patterns.
The team is led by E-commerce Director for EDP, Philip Eriksson, and he explains why Egmont has built its own shared system:
“One of the benefits of having Egmont as a long-term owner of several e-commerce businesses is the ability to make long-term investments in different technology areas. This would have been difficult to achieve if each company acted individually. Our data platform illustrates how we centrally assemble a team to create synergy between businesses, not only when it comes to technology, but also from a competency and team perspective. It’s fun to work in a structure where the team gets a lot of variety between the different companies, while at the same time we can realise improvements for the companies and easily share experience.”