A new data vision for faster, smarter decision-making
Challenge
In a context where decisions must be increasingly timely, Leroy Merlin recognized the need to move beyond the limitations of traditional analytics tools. The switch from Google Analytics to Piano Analytics revealed some critical issues—such as the overestimation of direct traffic and the underestimation of organic and paid channels.
The challenge was clear: to develop an integrated system capable of providing a complete and accurate view of performance, improving attribution, and enabling a faster, more effective, and truly data-driven decision-making process.
A data ecosystem for faster decisions and more effective campaigns
SOLUTION
To meet Leroy Merlin’s needs, we designed an advanced data visualization system using Power BI, integrating all campaign data into a single platform. At the core of the solution was the use of Funnel.io for aggregating data sources and a custom attribution model built on Google BigQuery, designed to provide a clear and reliable view of each channel’s contribution.
The harmonization of naming conventions and proper URL parameterization, supported by the Grasp tool, improved data quality and significantly reduced reporting time. The result? Faster decision-making, improved media performance, and a more responsive, data-driven organization.
Key Facts
