Case Study Ikea PDF

CASE STUDY
IKEA LAYS THE FOUNDATION

FOR FUTURE GROWTH BY
UNLOCKING INSIGHTS
WITHIN ITS DATA
By automating and streamlining its data operations,
IKEA Austria gained a new way of getting insights
needed to prepare for upcoming growth and
transformation into a leading multi-channel retailer.
As a renowned brand, and one of the largest

home furnishing retail chains in the world,
IKEA is investing a lot of effort in trying to
understand the needs of its customers and When I started working at
being able to react ahead of time. By IKEA a couple of years ago,
automating the process of consolidating data not even 10% of what we
from various sources through Adverity, IKEA can achieve now with our
Austria is now at the forefront of a totally new data was possible. I believe
approach in working with data within the
that Adverity was one of
whole IKEA group. Manual data operations
the key contributors to this
have now been completely eliminated, and all
improvement.
departments have gained access to key
information they need to make better business
MAIMUNA MOSSER
decisions. This gives the teams time and Chief Business Development Officer
resources needed to ensure IKEA is further
strengthening its position as a market leader.
COMPANY PROFILE
CHALLENGE
Part of one of the largest home
Beyond usual data sources, like the localized website and sales data furnishing chains in the world, IKEA in
from line-of-business applications, IKEA receives an additional layer Austria serves customers through
of intelligence about its customers’ needs through the IKEA Family seven retail locations, covering an area
loyalty program. The main challenge was to make these large of almost 200.000m², and a modern
amounts of disparate data easily accessible to all stakeholders website, which grew in visits by 68
across the company. “I believe that good decisions are always percent during 2019.
based on facts. And to get the facts, I need quality data, and I need
to make it accessible”, explains Maimuna Mosser, Chief Business ikea.at
Development Officer at IKEA Austria, who oversees both the
marketing and eCommerce departments.
Lukas Dittmer, Marketing Performance Manager at IKEA Austria,

clarifies the underlying challenges: “We had multiple data sources,
and were using the services of several agencies, which led to much
of the data becoming siloed and unavailable to us.” This also I believe that good
affected the data requests from global teams at IKEA, as they would
decisions are always
have to wait for days, even weeks, for the information they needed.
based on facts. And to
Data quality was also a significant issue. Different KPIs and
get the facts, I need
naming conventions were used for campaigns on different quality data, and I need
channels, which made reporting on campaign performance to make it accessible.
extremely difficult. “As in most companies, we used Excel a lot, our
folder structure was complex, and there were often reports MAIMUNA MOSSER
missing. Also, our email inboxes continued to grow because we CBDO, IKEA Austria
were sending large report files. At a certain point, it became clear
that we could not go forward with this approach,” clarifies Dittmer.
SOLUTION
IKEA was looking for a solution that would fit easily THE SETUP AT A GLANCE
into its existing technology stack, consisting mostly of
Microsoft’s products. For data visualization it uses
Power BI, with data stored in a cloud-based SQL Server
database, hosted on Microsoft Azure. Now, their BI
Data Data Data
solution is supplied with high-quality data collected integration visualization storage
and transformed in the Adverity platform.
There was also a need to resolve the challenge of an He stresses the importance of using a versatile
ever-increasing number of data sources, and getting platform, given the constant rise in the number of
started in a short timeframe – Dittmer explains how: requests for data across the company: “I decided to go
“We were ready with the setup within two weeks, and with Adverity because it is very flexible, not only when
we had the first 14 data connectors connected to our it comes to collecting data, but also to pushing data to
database. Now we use about 20 connectors, and I am the databases we currently use. Even if we decide to
continually discovering new ways we can connect our change our core platform, Adverity supports all major
data sources through Adverity.” platform providers, so we would remain very flexible.”
KEY BENEFITS
Improved data Discovery of Accelerated

accessibility new insights decision making
Information sharing within the Consolidated data from various With a better overview of up-to-
company has been largely sources uncovered brand new date data, management can now
enhanced through fully insights into business and make decisions faster and with
automated data integration marketing performance greater confidence
BENEFITS
All relevant data is now accessible across the Mosser highlights how IKEA Austria was able to
organization, so colleagues outside the marketing structure future media investments based on these
department can also make use of the data processed data insights: “We did data modelling for the marketing
through Adverity. “Through the dashboards we have department, and were able to optimize our media mix
created in Adverity other departments can also and our budget investments based on the results
access this data, and we are educating them on the from this investigation and the data we collected and
potential of the information presented in these analyzed through Adverity.”
dashboards”, reveals Maimuna Mosser, Chief Business
Development Officer at IKEA Austria. “When I started working at IKEA a couple of years ago,
not even 10% of what we can achieve now with our
At a global level, IKEA is transforming into a multi- data was possible. I believe that Adverity was one of
channel retailer with data playing a key role in this the key contributors to this improvement. There have
journey. “Data is a tool to reach our vision of being a been many cases where we based our decisions on
company that truly serves the needs of our customers. facts we uncovered from data processed by
For me, data is also a vehicle, helping us on our way to Adverity,” concludes Maimuna Mosser, Chief Business
become more efficient as a company,” adds Mosser. Development Officer at IKEA Austria.
IKEA also got access to an even more detailed level of

information than before. For example, Adverity
provides a greater level of data granularity than the
default reporting tools offered by Facebook. “This
enabled the team to not only gain additional insights
into the performance of our Facebook ads, but also
into the customers’ behavior on this platform”,
emphasizes Lukas Dittmer, Marketing Performance
Manager at IKEA Austria. The more I know about our
data, the more I can
According to Mosser – a member of IKEA Austria’s understand our customers,
management team – implementing Adverity has and serve their needs better.
brought many advantages to the business: “Adverity
has helped us to really start working with our data, MAIMUNA MOSSER
to connect our data silos and to create stories out of Chief Business Development Officer
these, now connected silos. We are now able to
connect more data touchpoints and create data
insights from them. This makes our operations in
working with data much more efficient.”
Adverity has helped us to really start
working with our data. We are now able
to connect more data touchpoints and
create data insights from them, helping
us to save time and valuable resources
when creating reports
MAIMUNA MOSSER
Chief Business Development Officer at IKEA Austria
Adverity is an intelligent marketing analytics platform specialized in enabling

data-driven marketing teams to make better decisions and improve
performance, faster and easier. By transforming siloed data into actionable
insight, Adverity reduces the complexity in demonstrating the return on
investment of multichannel campaigns.
Through automating data integration from hundreds of sources, our vendor-

agnostic, end-to-end platform delivers a single view of marketing performance
across your business. With the help of powerful data visualizations, Adverity
reveals tangible business impact of marketing activities and improves
performance by uncovering real-time opportunities to fuel growth with
augmented analytics.
Adverity is on a mission to empower teams to effortlessly utilize their data and

turn it into powerful insights, decisions and actions. Founded in 2015, Adverity
powers the marketing intelligence of some of the world’s leading brands and
agencies, including IKEA, Red Bull, GroupM, Unilever, Omnicom, Barilla, JD Sports
and Forbes. Our fast-growing company is headquartered in Vienna, and has
offices in London and New York.
adverity.com

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CASE STUDY

IKEA LAYS THE FOUNDATION

As a renowned brand, and one of the largest

Lukas Dittmer, Marketing Performance Manager at IKEA Austria,

Improved data Discovery of Accelerated

IKEA also got access to an even more detailed level of

Adverity is an intelligent marketing analytics platform specialized in enabling

Through automating data integration from hundreds of sources, our vendor-

Adverity is on a mission to empower teams to effortlessly utilize their data and

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