The Citizenry Unlocks Greater Insights with Daasity’s Data Automation

How the artisan-empowering home goods brand escaped “Excel Hell,” runs custom analyses, identifies retention opportunities, and more.

Having all our disparate data sets in one place has been a game changer. We are able to easily see data that would have taken hours if not days to uncover previously.

Blair Friedeman, Senior Director, BI and Retention

Industry

Home Goods

platform

Shopify Plus

Notable Integrations

Shopify, Loop, Attentive, TikTok, Facebook

Challenge

Build a centralized data solution that would allow the team to move away from “Excel” Hell and to run custom analyses.

Results

5+ hours per week saved on manual data work
Custom analysis made possible
Established organizational alignment around metrics and reporting
Automated weekly and monthly reporting across the organization

Data Challenges

Founded in 2014, The Citizenry is a direct-to-consumer globally inspired home decor brand. The company partners with artisans around the world to curate and craft thoughtfully-designed modern goods that elevate the aesthetics of any home.

As The Citizenry expanded, the need for a centralized data system became apparent. Attempts to manage data in-house using spreadsheets resulted in time-consuming tasks of downloading, organizing, and manipulating data from multiple systems. This manual approach left little room for meaningful analysis.

The amount of time we spent building spreadsheets and Google Slide presentations was really excessive before Daasity. We did not have the time or mental space to analyze what any of that data meant.

Blair Friedeman, Senior Director, BI and Retention

Data Solutions

The Citizenry turned to Daasity to centralize and streamline their data and analytics processes. Daasity integrated various data sources, including Shopify, Loop, Attentive, TikTok, and Facebook, creating a unified source of truth.

This allowed the team to shift from labor-intensive data organization to more valuable analysis. Now, once impossible custom analyses can be run in a fraction of the time, even those involving complicated data sets.

We’re running very custom analyses, around merging stock and CVR data for example. This is something we would have ever been able to do before. I tried previously and it took me a week and a half - now I can do it in minutes.

Blair Friedeman, Senior Director, BI and Retention

The Results

Leveraging Daasity, The Citizenry not only consolidated their data sources for improved quality and efficiency, but also gained substantial time for in-depth analysis. The introduction of custom analyses has played a pivotal role unearthing valuable business insights, especially around customer behavior.

In one instance, The Citizenry’s marketing team harnessed Daasity to analyze and unveil a significant pattern: while the company’s average time between orders extended beyond 200 days, a significant subset of customers exhibited a quick repurchasing window of less than two days. This granularity allowed the team to pinpoint products contributing to enhanced retention, enabling strategic decisions that were previously beyond their reach.

There was a collection that we were planning on discontinuing, but we found that collection was one of the key categories for retaining customers. So, instead, we’ve rebought the collection. This was a data point we previously didn’t have to help inform purchasing decisions.

Blair Friedeman, Senior Director, BI and Retention