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We helped our client improve and optimise data management and usage

We helped our client improve and optimise data management and usage

The Results
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Unified data sources enabled 360-degree view of customer data has greatly reduced the time required to view data from different sources​
The Challenge

A franchisee of global fast-food brands was managing customer data across multiple disconnected systems, POS, loyalty programs, delivery platforms, and third-party marketing tools. These silos made it difficult to gain a complete understanding of customer behaviour, slowing down reporting and limiting the effectiveness of targeted campaigns.

Marketing teams lacked a single source of truth to segment audiences accurately or automate real-time engagement, while combining first-party and third-party data raised complexity around integration and data consistency. As a result, identifying dormant customers, personalising offers, and launching timely campaigns required significant manual effort and delayed decision-making.

The client needed a unified data foundation that could consolidate sources, enable actionable customer insights, and power automated, data-driven marketing at scale.

The Execution

A franchisee of global fast-food chains saw opportunities to improve their existing data management and usage. The client would like to unify the siloed customer data, combining 1st party and 3rd party data for holistic view on customer behaviours, utilising customer segmentation and automating real-time marketing campaigns.

We stepped in to design and build a Consumer Data Platform (CDP) to consolidate the data sources into a unified view which then allows segments creation and automation in marketing platforms. ADA performed data analysis based on client’s business challenges such as finding out common characteristics of dormant customers.

The Results
The Challenge
The Execution
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We helped leading ecommerce brand reduce customer churn and reengage their buyers with data analytics and data strategy

We helped leading ecommerce brand reduce customer churn and reengage their buyers with data analytics and data strategy

The Results

Successful Reengagement Strategy | 5 Key Customer Segments Defined | Efficient Reengagement Parameters Defined:

  • 9%​ Reduced Customer Churn Rate​

  • Discount sweet spots for each segment

  • Efficient Reengagement timelines: 18 days
The Challenge

A leading kidswear ecommerce brand in India with over 2 million customers was facing a growing customer retention problem. Nearly 46% of first-time buyers were not returning for a second purchase, creating a significant revenue leakage estimated at $2.5 million over six months.

The brand lacked a structured way to understand why one-time buyers churned or how to re-engage them effectively. Blanket promotions led to unnecessary discounting without meaningful uplift, while inconsistent targeting meant high-potential customers were often missed.

They needed a data-driven approach to identify the right customer segments, optimal timing, and incentive levels to improve repeat purchase rates without eroding margins or overwhelming marketing budgets.

The Solution

The customer is the service arm of a leading global consumer electronics brand.

However, they had no concrete proof on how the website user experience affected service conversion rates. Previous attempts to improve the user experience was only based on qualitative analysis and was not backed up by data.

ADA helped by validating the quantitative analysis using internal UX experts benchmarking against competitor’s websites. We established an always-on monitoring system to facilitate design improvements to the website.

Subsequently ADA developed Data Solution Dashboards to pinpoint specific UI areas for improvement, analyzed user experience bottlenecks affecting user journey goals, and identified patterns for non-converting customers.

The data insights were the foundation for ADA’s UX redesign and website improvement plans.

The Execution
Summarizing qualitative consulting with industry benchmarking
Analyzing data to pinpoint issues and devise effective solutions
Recommended new web UX design derived from comprehensive qualitative and quantitative research

We developed a robust demand forecasting model leveraging advanced techniques including ARIMA, SEM, and Fb-Prophet, complemented by a user-friendly Excel tool for stakeholder convenience.

The Supply Chain and Growth teams now have access to a bi-weekly updated tool, providing a comprehensive overview of inventory levels at various tiers. This tool empowers teams with the flexibility to adjust and place inventory orders based on specific targets and requirements.

By enabling decision-making based on data-driven insights, our solution equips the Supply Chain and Growth teams to make more informed choices. This scientific approach enhances operational efficiency and ensures strategic decisions align with mathematical logic, driving sustainable business growth.

A screenshot of a computerDescription automatically generated
The Results
The Challenge
The Solution
The Execution
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ADA helped a leading digital first “House Of Brands” gain competitive market intelligence by building a modern data platform on Databricks

Case Study

ADA helped a leading digital first “House Of Brands” gain competitive market intelligence by building a modern data platform on Databricks

The Results
Eliminated manual data collection requirements
Eliminated data discrepancy issues
Enabled data scientists to make dashboards and ML models
The Challenge

The customer is a leading digital-first “House of Brands” venture focusing on fostering the growth in Direct-To-Customer (D2C) in the region.

The company was previously collecting data from their managed brands manually which resulted in data in accuracies and delays in getting business insights for decision making activities. They also had no visibility on data from their managed brands ecommerce platforms and marketplaces.

The Solution

ADA ran several proof-of-concepts(POC) to help evaluate the most suitable cloud platform and technologies. After consideration of price and performance, we helped the customer build an end-to-end data pipeline and data warehouse on Databricks and AWS.

The data pipelines allowed us to gather insights from many different data sources for sales, returns, inventories, and finance.

ADA also built bespoke API connectors for various ecommerce platforms to enrich collected data. We also implemented web scrapping to extract market intelligence on competitors pricing, ranking, and patterns to help drive the customers’ product strategy.

Content
Results
Challenge
Solution
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We helped a leading ecommerce brand increase conversion and improve automation-driven marketing efficiency

We helped a leading ecommerce brand increase conversion and improve automation-driven marketing efficiency

Results
0 %
Increase in Conversion Rate​
0 hours
Reduction in processing time​
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Reduction in manual effort
The Challenge

The client’s marketing agility was stifled by manual data processes for cohort creation and CRM updates, affecting stakeholder activities and the need for real-time data to enhance marketing conversion rates.​

Solution

ADA helped to implement  a comprehensive automation solution to upgrade its marketing efforts, involving an automated cohort pipeline, scalable Amazon S3 data storage, and Airflow for systematic task scheduling, resulting in greater operational efficiency and data handling precision.​

The new automation in marketing operations led to an 89% decrease in manual workload and cut processing time by three hours, while also achieving a 4% uplift in conversion rates, illustrating the significant benefits of leveraging technology to enhance business outcomes in e-commerce.​

Results
Challenge
Solution
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We helped a leading ecommerce retailer trial a centralised data operations team to improve efficiencies and reduce incident rates

We helped a leading ecommerce retailer trial a centralised data operations team to improve efficiencies and reduce incident rates

Results
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The average Time-To-Response for frequent data issues was reduced from 20 days to 5 days
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​Average weekly incidents was reduced from 30 to 10
Customer’s engineering teams could focus on improving the source data integrations
The Challenge

A leading Indian e-commerce platform in fashion, beauty, and lifestyle operated with fragmented data ownership across departments such as marketing, finance, and insights. Each team requested different datasets, commercial metrics, clickstream data, storefront analytics, creating a constant stream of ad hoc data pipeline requests.

Engineering teams were overwhelmed with building, maintaining, and troubleshooting these pipelines, leading to long turnaround times for resolving data issues and a high volume of recurring incidents. The lack of centralized triage and standardized processes created inefficiencies, duplicated effort, and inconsistent data quality across teams.

The client needed a more structured data operations model to reduce incident volume, speed up response times, and free engineering resources to focus on improving core data integrations and platform reliability.

The Solution

ADA helped define and trial a centralized data operations team that would triage and manage all departmental data issues, perform initial assessment and route analysis findings to the relevant engineering teams.​

ADA also improved the data process and minimized incident rates by building self-healing data pipelines and reporting on data accuracy. ADA also put in place data pipelines and business logic for derived and aggregated datasets orchestrated using Azkaban; a batch workflow job scheduler that allows for tracking and monitoring of the data workflows.​

Results
Challenge
Solution
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ADA helped a leading online pharmacy optimize data storage costs and performance by migrating from AWS Redshift to Apache Hive

ADA helped a leading online pharmacy optimize data storage costs and performance by migrating from AWS Redshift to Apache Hive

Results
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Reduction in storage costs​
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Performance reduction of query run time from ~50 minutes to ~15 minutes​
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Reduction of query run time from ~50 minutes to ~15 minutes​
The Challenge

A leading online pharmacy and medical platform serving 1,000+ cities and 22,000+ pin codes was experiencing rapid data growth from streaming transactions, customer activity, and operational reporting. Their existing AWS Redshift data warehouse began facing scalability limits, with storage costs rising sharply and query performance slowing down.

Long-running queries—often taking nearly an hour—delayed reporting cycles and impacted decision-making across operations, supply chain, and customer analytics teams. At the same time, the business needed to maintain uninterrupted reporting while modernising its data infrastructure, making migration and optimisation complex and high-risk.

The client required a scalable, cost-efficient data warehouse solution that could reduce storage expenses, improve query performance, and support continued growth without disrupting critical analytics workflows.

The Solution

The customer is the region’s top online pharmacy and medical care platforms with doorstep delivery service available in 1000+ cities and towns across 22000+ pin codes. They provide a wide range of over-the-counter products and medical equipment across a broad budget spectrum.​

The customer was facing growing storage costs and scalability bottlenecks on their existing AWS Redshift data warehouse as their volume of streaming and transactional data was increasing. They needed a more cost-effective data and customizable data warehouse for their data growth.​

ADA helped to evaluate different technologies and developed a phase-by-phase plan to migrate the existing data to a Hadoop based Apache Hive data warehouse. We ensured that existing data reporting operations remain unaffected during the migration process. ​

ADA established best practices, performed necessary data validation, and deployed optimized codes that would power multiple business-wide dashboards and reports.

Results
Challenge
Solution
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We helped a leading ecommerce retailer automate their financial month end closing and reduce their turn around time​

We helped a leading ecommerce retailer automate their financial month end closing and reduce their turn around time​

Results
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Reduced month end closing effort from 7-10 man days to only 4 hours.
Reduced the turn-around-time for resolving data discrepancies.​
The Challenge

A leading Indian e-commerce platform in fashion, beauty, and lifestyle was struggling to close its financial books efficiently at month end. The finance team relied on manual calculations and reconciliations, taking 7–10 man days to complete reporting and increasing the risk of errors.

Data discrepancies across multiple systems covering taxes, commissions, stock transfers, and goods received, caused further delays, slowing down dependent processes such as accounts receivable, accounts payable, and inventory reconciliation.

The client needed a faster, more reliable way to automate calculations, improve data accuracy, and streamline month-end closing without disrupting ongoing finance operations.

The Solution

An eminent Indian e-commerce entity specializing in fashion, beauty, and lifestyle products, faced significant challenges to expedite their financial month end closing. ​

The customers finance team were manually calculating and reporting their month end closure taking between 7-to-10-man days to complete. Compounded with the high turnaround time to resolve data discrepancies and provide clean data, this further impacted other dependent finance activities such as accounts receivable, account payable, and inventory.​​

ADA helped to reduce the turn around time by building automated data pipelines that calculated the various figures required for their financial reporting (e.g., tax, commissions, stock transfer notes, good received notes).​

ADA built data completeness checks and split the month end closure activity into separate phases (Phase 1: start of month till 24th of the month, Phase 2: 24th till month end) allowing us to quickly identify and resolve any data discrepancies early on.​

Results
Challenge
Solution
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How ADA delivered 80% GMV growth and 60% conversion uplift through marketplace operations 

How ADA delivered 80% GMV growth and 60% conversion uplift through marketplace operations 

Results
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GMV growth
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conversion rate uplift
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ATP rate maintained
The Challenge

As marketplaces rebounded post-COVID, the client needed to capture renewed demand while rebuilding operational stability. Rapid shifts in consumer behaviour created unpredictable demand patterns, making it difficult to sustain growth without overstocking or running into availability issues.

At the same time, campaign planning became increasingly complex. Coordinating promotions across multiple SKUs, brands, and seasonal events required precise assortment decisions, while fragmented inventory management led to stockouts, delayed fulfilment, and missed sales opportunities.

The client needed a structured marketplace strategy that could balance growth, conversion performance, and inventory efficiency, all while maintaining high service levels across campaigns.

The Solution

ADA implemented an end-to-end marketplace operations framework to improve execution consistency and scalability. We introduced a structured weekly campaign planning cadence aligned with sales targets and key marketplace events, ensuring the right assortment mix and promotional strategy for each campaign window.

Clear assortment guidelines were developed using performance data and demand forecasting, helping prioritize high-converting SKUs and avoid low-impact listings. In parallel, we strengthened inventory planning with tighter demand forecasting and replenishment processes, maintaining a 95% ATP rate to ensure product availability during peak campaign periods.

Finally, monthly business reviews were established to track performance metrics, identify optimisation opportunities, and refine strategies continuously. This disciplined, data-driven approach helped the client scale marketplace performance sustainably while improving conversion rates and operational efficiency.

Results
Challenge
Solution
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ADA helped a global retailer create a modern unified data platform on Databricks to reduce operational costs and streamline data workflows

Case Study

ADA helped a global retailer create a modern unified data platform on Databricks to reduce operational costs and streamline data workflows

The Results
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Costs reduction from streamlined workflows and optimized code
0 Dashboards
Medallion architecture on Databricks enabled faster dashboard refresh rates.
Data validation measures ensured data accuracy and integrity post migration.
The Challenge

The customer is a leading global sporting goods retailer with a footprint in 56 countries and selling products from over 20 brands.

The Solution

The customer built their existing data platform on disparate cloud services (Amazon Redshift for data storage, Python/SQL for data processing, and Jenkins for workflow automation). The existing platform introduced many integration challenges that led to increased costs and reduced operational efficiencies.

ADA helped design, implement, and migrate their existing data to a new unified data platform on Databricks. We successfully resolved many technical challenges including handling and migrating diverse data sources, overcome limited support for converting Python code to PySpark using innovative solutions, and ensuring data alignment between the old platform and the new Databricks platform.

The project was executed seamlessly, preserving data integrity and security while avoiding disruptions to ongoing operations.

The Approach

Our goal is to establish a gold layer within the Databricks system, utilizing data from the silver layer for business intelligence reporting. Our approach to achieve this involves:

  • Data Source Analysis: Understand current data sources and associated codes for a clear migration foundation.
  • Code Transformation with Optimization and Quality Checks: Convert Python/SQL to Pyspark/Spark SQL, adding data quality checks for reliable data integrity and optimize it for space and speed.
  • Data Validation and Comparison: Verify Databricks data against Redshift data, ensuring seamless alignment.
  • Data Orchestration: Schedule jobs using Databricks workflows, implementing monitoring and alerts for a reliable workflow.
  • Documentation and Knowledge Transfer: Document the migration process for reference and conduct knowledge transfer sessions for enhanced team adoption.
Content
Results
Challenge
Solution
Approach
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Boosting engagement by 156% for Thailand cosmetic brand

Case Study

Boosting engagement by 156% for Thailand cosmetic brand

The Results
  • Personalised creatives outperformed in every metric mainly in the Female segment. CTR was 156% higher, VTR was 279% higher, and VTR completion was 134% higher.
  • Cost-per-click (CPC) decreased by 27% compared to Generic creatives.
  • The number of purchases of Male was 5 times higher than Female. The test revealed that the brand needs to tailor their message to the Male audience.
  • View rate performance increased by 166%, with 139% for completion view rate.
  • The VACE tool reduced over 40 to 50% of working hours and increased the flexibility of plugging in and out of the messages.
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growth in view rate performance
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growth in completion view rate
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reduction of working hours
The Challenge

The beauty industry faced significant challenges amid the COVID-19 pandemic, particularly in Thailand where nationwide lockdowns severely impacted mall foot traffic. Our client, a cosmetic brand, grappled with declining demand for makeup products due to people spending more time at home. Furthermore, the closure of malls raised concerns about hygiene and infection risk, leading to a sharp decrease in product exposure and experiential interactions. To address these hurdles, the brand introduced a “VIRTUAL TRY-ON” service to allow consumers to virtually test products and re-engage with the brand.

The Strategy

To glean crucial insights into our client’s potential consumer base, we leveraged XACT, ADA’s proprietary DMP. This data-driven approach informed our consumer persona targeting strategy, with a focus on driving traffic to the official website for the “VIRTUAL TRY-ON” service using Facebook as the primary platform. The utilization of VACE, ADA’s Video Analytics & Creation Engine tool, enabled the creation of personalized messages tailored to establish a strong connection and relevance among the target audience.

Content
Results
Challenge
Solution
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