John Lewis Case Study | Data & SEO

Custom built dashboard that helps John Lewis make better marketing decisions

Using an array of technology and data experts, we collected complex market data and built an accessible data dashboard containing highly-valuable, in-depth competitor information.

OBJECTIVE

John Lewis set Honcho the objective of collecting complex market data and creating an easily accessible data Dashboard that contains highly-valuable data regarding competitor abundance and pricing.

The dashboard was to include:

+ Pricing trends by categories and product lines versus key competitors

+ Insights that will help product managers make decisions about new product lines or stocking products for existing categories.

+ Competitor pricing strategies, stock abundance, new product lines and discounting strategies to inform trading teams.

+ Product demand tracking

STRATEGY

In order to build the most comprehensive dashboard to support and inform John Lewis’s marketing and buying teams, we knew our team had to think creatively in order to collect, process, analyse and present the findings in an easy-to-read and navigate format.

Creating a dashboard of this size and scope has many stages requiring a team of experts. Our overall strategy included the following stages:

Audit John Lewis’s taxonomy and categories
Use custom crawlers/web-scraping technology to extract and collect competitor data
Cleaning, sorting, mapping and analysing data
Collect web traffic data and ranking keywords
Use software/tools to analyse/predict trends
Dashboard build

STRATEGY

Creating a dashboard of this size and scope has many stages requiring a team of experts. Our overall strategy included the following stages:

Audit John Lewis’s taxonomy and categories
Use custom crawlers/web-scraping technology to extract and collect competitor data
Cleaning, sorting, mapping and analysing data
Collect web traffic data and ranking keywords
Use software/tools to analyse/predict trends
Dashboard build

THE RESULTS

Introducing our sophisticated data dashboard, Pulse!

Pulse is an extremely valuable tool that can be used to inform many teams at John Lewis to make strategic, data-led marketing, sales and stock decisions giving them an advantage in the market.

Pulse is continually unlocking opportunities for John Lewis as it continually tracks and updates to inform the team in real-time.

Before any purchase or marketing decisions are made, Pulse can be used to provide evidence to support the decision, or alternatively prevent the team from making poor decisions.