Breaking Down Data Silos to Connect Ecommerce & Marketing with Sigma Sports

Background

Sigma Sports is multi-brand retailer, that has been serving the cycling industry with the world’s most sought after brands since 1992. To match the broad range of the top products available to buy online, Sigma Sports is also a hub for the cycling community with stores in London and the Midlands that offer a unique experience for riders of all levels. Propel have been working with Sigma since 2019 and with both teams based in London, collaborate regularly both in-person and remotely.

Key Challenge(s)

Sigma’s ecommerce team hold unrivalled knowledge about the products they sell. The analytics team hold unrivalled data on the products they sell. This knowledge and data was historically leveraged by the marketing team on a manual, ad hoc basis. Propel were charged with designing a system that could leverage the insight from both teams to optimise Performance Max on Google, and Advantage+ on Meta. The system needed to optimise automatically across all 60K SKU’s with the aim of increasing overall profitability of the campaigns.

How we helped solve the challenge

Propel identified the key drivers of performance to be margin, price, search demand, seasonality and size/colour availability. A data warehouse was built in Big Query to provide the data and reporting that would power the automated system. Bidding algorithms utilise price competitivness as a signal, so Propel sent price recommendations to Sigma as opposed to intervening in the campaigns. Size/colour availability isn’t considered by the algorithms so an automated process was implemented to reallocate budget when variant cover changed.