How Hairburst Transformed Their Business with a Modern Data Stack

Client Background

Hairburst, a leading e-commerce brand in the haircare industry, was rapidly expanding but faced significant challenges with their data management. Initially relying on Google Sheets for reporting, Hairburst encountered inefficiencies, frequent errors, and a lack of real-time insights. To address these issues, they turned to Pyne to help modernize their data infrastructure.

Aspiration

Streamlining Data Management and Optimising Operations

20+ Data Sources

Unified using Weld and Google BigQuery

Influencer ROI Tracking

Enabled through combined Shopify and influencer data

Real-Time Reporting

Delivered via automated workflows across all channels

The Challenge

As Hairburst grew, so did the complexity of managing their operations. Critical business data was spread across multiple spreadsheets, making it difficult to maintain a consistent, accurate view of performance. Manual data entry and calculation consumed valuable time and introduced errors, leading to delays and an inability to make quick, informed decisions. The company also struggled to measure the return on investment (ROI) from its influencer marketing campaigns and lacked insight into key metrics such as customer lifetime value (CLTV) and customer acquisition cost (CAC).

How We Did It

The Solution

To solve these challenges, Pyne helped Hairburst centralize its data and automate key processes by expanding their use of Weld and introducing additional tools like BigQuery and Steep.

Step 1 | Adopting a Modern Data Stack

Hairburst began by implementing Weld to integrate data from various sources such as Shopify, Amazon, Xero, Google Ads, Facebook Ads, Microsoft Ads, and Gorgias. Pyne further optimized this setup by consolidating all of Hairburst’s data into Google BigQuery, allowing them to automate data flows and replace their manual, spreadsheet-based approach.

Step 2 | Automating Reporting with Steep

To make data accessible and actionable across the organization, Pyne worked with Hairburst to implement Steep for data visualization and reporting. By following the Semantic Layer principles, Hairburst was able to distribute standardized metrics across departments, ensuring all teams worked with consistent and accurate data. Pyne also assisted in developing custom reports that provided insights into CLTV, CAC, and overall profitability.

Key Outcomes

The Impact of the Modern Data Stack

Hairburst’s transition to a Modern Data Stack, with the assistance of Pyne, had a profound impact on their business:

Influencer ROI: Hairburst is now able to track the return on investment from influencer marketing by combining Shopify data with influencer costs, segmented by region and market. This enabled them to refine their strategies and optimize spending.

Automated Reporting: Key metrics like net revenue, VAT, average order value (AOV), customer segmentation, transaction costs, shipping costs, and profitability were now automatically tracked across their Shopify, Amazon, and B2B channels. This automation saved time and improved accuracy.

Subscriber Analysis: Pyne helped Hairburst implement sophisticated cohort analysis, providing insight into customer behaviour and retention. This allowed them to enhance their subscription model and increase customer lifetime value.

Key Takeaways for E-Commerce Businesses

Hairburst’s transformation offers valuable insights for other e-commerce businesses:

Centralize Your Data: By consolidating fragmented data into a single platform like BigQuery, Hairburst eliminated data silos and gained unified visibility across their business.

Automate Reporting: Automating data flows reduced errors and provided real-time insights, allowing Hairburst to focus on strategic growth.

Leverage Advanced Analytics: The combination of data sources and advanced analytics enabled Hairburst to optimize influencer spending and customer retention.

The Outcome

With Pyne’s support, Hairburst successfully modernized their data infrastructure. By automating reporting, centralising data, and implementing advanced analytics, they improved decision-making, optimized marketing strategies, and increased operational efficiency. This transformation enabled Hairburst to scale effectively while maintaining profitability and enhancing customer engagement.

If you’re interested in optimising your data infrastructure or transforming your e-commerce business, contact us for more information or sign up for a free consultation at pyne.dk/contact.