Boosted revenue through smarter spend and sharper insights.
Head of Growth, Hairburst
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.
Hairburst aimed to streamline data management and optimize operations by unifying more than 20 data sources into a single platform using Weld and Google BigQuery. They wanted to improve visibility into influencer performance by combining Shopify and influencer data to track ROI, while also enabling real-time reporting through automated workflows across all channels.
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).
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.
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.
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.
Hairburst’s transition to a Modern Data Stack, with the assistance of Pyne, had a profound impact on their business:
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.
Hairburst’s transformation offers valuable insights for other e-commerce businesses:
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.
