Case Study — eCommerce Data Transformation
From Fragmented to
Fully Data‑Driven.
How Rudder Analytics helped Grunt Style — a veteran-owned apparel brand — eliminate $24K/year in ETL costs, reach 100% data accuracy, and scale from 1 manual report to a 35+ report hub.
🎖 Grunt Style
🛒 eCommerce & Apparel
📦 BigQuery · dbt · Airflow
✅ Transformation Complete
$ python run_pipeline.py --env=prod
▶ Initializing Airflow DAGs...
✓ Airbyte sync: Shopify → BigQuery
✓ Airbyte sync: Meta Ads → BigQuery
✓ Airbyte sync: Fulfil ERP → BigQuery
✓ dbt run: bronze → silver → gold
⚙ RFM segmentation refresh...
✓ Klaviyo segments synced (4)
✓ DSR report dispatched via Gmail
▶ Pipeline complete in 3m 42s
ETL Cost
$0
was $24K/yr
Accuracy
100%
was ~65%
Reports
35+
was 1 manual
100%Data Accuracy Achieved
$24KAnnual ETL Cost Eliminated
35+Reports Built (from 1)
60%Processing Time Reduced
DailyForecast Refresh Cadence
~7%Duplicate Customers Removed
12 moof 100% Finance Accuracy
100%Data Accuracy Achieved
$24KAnnual ETL Cost Eliminated
35+Reports Built (from 1)
60%Processing Time Reduced
DailyForecast Refresh Cadence
~7%Duplicate Customers Removed
12 moof 100% Finance Accuracy
The Challenge
A veteran brand trapped in manual processes & inaccurate data
Grunt Style — a fast-growing patriotic apparel brand — had a fragmented data ecosystem: an expensive paid ETL tool, a single manually-assembled daily report with 30–35% inaccuracy, no customer segmentation, and zero centralised documentation. Every insight required a technical resource. Every report risked being wrong.
Rudder Analytics stepped in to architect a fully modern, automated, and cost-efficient data platform — transforming how the business sees, uses, and trusts its data.
GS
Grunt Style
Veteran-Owned Apparel & eCommerce
Results at a Glance
The numbers that tell the story
$24K
Annual ETL Cost Eliminated
Migrated from Rivery (Boomi) to open-source Airbyte — zero licensing fees going forward.
100%
Data Accuracy
From 30–40% inaccuracy in DSR & financials to full platform-direct precision.
35+
Reports & Dashboards
Scaled from a single manual DSR to a full cross-functional Report Hub across 7 domains.
60%
Processing Time Reduced
Eliminated unnecessary truncate-load cycles via optimised dbt materialisation.
Daily
Forecast Refresh Cadence
Replaced monthly manual spreadsheet updates with automated daily BigQuery refresh.
~7%
Duplicate Customers Eliminated
Fuzzy + deterministic matching created accurate customer golden records.
12 mo
Finance Accuracy Streak
12 consecutive months of 100% accurate financial reporting.
8+
Ad Platforms Connected
Meta · TikTok · Google Ads · Pinterest · Bing · Klaviyo · Criteo · MTN
0
Manual Interventions
Fully automated pipeline — no stale data, no manual refreshes required.
5‑Layer
Data Architecture
Raw → Bronze → Silver → Gold → BI reporting layer in BigQuery.
Area 1 — Data Infrastructure & ETL
Rivery + Snowflake → Airbyte + BigQuery + Airflow
Replacing costly, unreliable ETL with a scalable, open-source, orchestrated architecture.
Before
$24,000/year Rivery (Boomi) ETL licensing — a significant fixed overhead
Snowflake — expensive, unreliable, ~50% extra storage from duplicate tables
Only partial data sources captured; heavy reliance on stale Triple Whale data
No materialisation strategy — frequent truncate-and-load causing inefficiency
Unmanaged pipelines causing API rate-limiting and connection failures
After
Airbyte (open-source) — $0 ETL license cost, production-grade connectors
BigQuery at ~$500/month average — cleaner schema, no duplicates, optimised loading
100% of key data sources captured across all core business systems
Optimal materialisation implemented — processing reduced by ~60%
Airflow centralised orchestration — all pipelines managed, rate-limiting eliminated
Outcome: Lower cost, cleaner architecture, complete source visibility — with full BigQuery layering (Raw → Bronze → Silver → Gold → BI).
The Unified Ecosystem
One pipeline. Every source. Complete control.
Every data source connected, transformed, and made available to every team — automatically.
01 — Data Sources
02 — Ingestion & ELT
03 — BigQuery Platform
04 — Consumption
Fulfil ERP
Shopify
Google Analytics
Meta · Pinterest · TikTok
Klaviyo · Attentive
Amazon · Amazon Ads
Google Ads · Bing · Criteo
Skio · Yotpo
Airbyte Connectors
Airflow Pipelines
dbt Transformations
AppScript Automation
Custom Python Scripts
Raw — Unprocessed Ingested Data
Bronze — First Transformation
Silver — Business Conformed Data
Gold — Analytical Data
BI Reporting Layer
Power BI Service
Google Sheets
Custom Dashboards
Gmail Reports
AI SQL Agent
6 Areas of Transformation
Every layer of the business, reimagined
01
Data Infrastructure & ETL Strategy
Migrated from Rivery + Snowflake to open-source Airbyte + BigQuery orchestrated via Airflow. Implemented a 5-layer data architecture (Raw → BI) with dbt transformations, cutting ETL costs by 100% and processing time by 60%.
↗ $24K/yr saved · 60% faster processing
02
Marketing & Data Accuracy
Replaced Triple Whale (35–40% variance, 90% overstated Facebook revenue) with direct platform pipelines from Meta, TikTok, Google Ads, Pinterest, Bing, Klaviyo, and more. Deployed Google Analytics as the primary analytics layer.
↗ 100% platform-direct accuracy
03
Automation of Manual Processes
Eliminated 4 fragmented forecast sheets. Shifted from monthly to daily automated refresh using AppScripts + BigQuery. All KPI tracking and sessions ingestion is fully automated — no manual updates, no stale data.
↗ Monthly → Daily · 0 manual interventions
04
Reporting & Dashboards
Transformed a single manually-assembled DSR into a 35+ report hub spanning 7 business domains — MIS, Sales, Marketing, Operations, Finance, Products, and Customers. All reports auto-generated and 100% accurate.
↗ 1 report → 35+ reports · 7 domains
05
Customer Insights & CLTV
Built customer golden records using fuzzy + deterministic matching to eliminate ~7% duplicate records. Introduced RFM-based segmentation synced to Klaviyo for targeted campaigns. Deployed a full CLTV dashboard.
↗ ~7% dupes eliminated · RFM live
06
AI SQL Agent & Self-Serve Analytics
Built an end-to-end AI-powered SQL agent enabling natural-language querying of Fulfil ERP data. A multi-agent system handles query generation, validation, execution, and visualisation automatically — no SQL needed.
↗ No SQL required · Zero analyst dependency
Deep Dive — Marketing Accuracy
From Triple Whale chaos to platform-direct truth
Triple Whale was overstating Facebook revenue by ~90%. The team couldn't trust their own marketing numbers. Here's what changed.
Before
35–40% data variance vs platform-reported actuals — untrustworthy at decision level
~90% overstated Facebook revenue — inflated ROI, wrong budget decisions
Weak UTM attribution — inconsistent source/medium capture
~60% workflow failure rate — reports frequently missing or broken
No direct warehouse integration — everything through Triple Whale's fragile layer
After
Google Analytics as primary platform — 100% accurate, deployed with Elevar
Direct pipelines from Meta, TikTok, Google Ads, Pinterest, Bing, Klaviyo, Criteo, MTN
Platform-direct accuracy for ad spend, conversions, and revenue
GA native integration to BigQuery — automated core data flow into the warehouse
Custom Python scripts for dimension-level granularity across every channel
Outcome: Reduced data discrepancy from ~35–40% to 100% platform-direct accuracy. Eliminated ~60% workflow failure dependency. Fully automated marketing data pipeline live in BigQuery.
"
"For the first time, our marketing, finance, and operations teams are all looking at the same numbers — and those numbers are right. The transformation Rudder Analytics delivered wasn't just technical; it fundamentally changed how we make decisions."
What's Next
Future-state initiatives in the pipeline
Three high-value capabilities paused pending business prioritisation — ready to activate on demand.
Demand Planning Tool
A live application enabling SKU-level demand forecasting, inventory optimisation, and automated purchase planning — built on EDA and ML models to improve supply chain decisions and reduce stockouts.
◎ Ready to Deploy
Query & Visualisation AI Agent
Expanding the existing Fulfil AI SQL agent to cover Shopify, Skio, Klaviyo, Meta, Google, and beyond — giving every team member natural-language access to the full data ecosystem.
◎ Fulfil Already Live
AI Product Classification
An AI-assisted workflow that ingests product images and documents, auto-assigns categories, incorporates human-in-the-loop review, and uploads clean, consistent product data — improving catalog accuracy.
◎ In Planning
Start Your Transformation
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Whether you're drowning in manual reports, stuck with inaccurate attribution, or building your first real data stack — Rudder Analytics can chart the course.
