Hashtag You's Transformation into a Data-Centric Company with Fivetran

Hashtag You is a brand builder in the direct-to-consumer e-commerce sector, primarily active in Germany, Austria, Switzerland, France, Belgium, and Italy. The company uses its expertise in influencer marketing to build the next generation of social media brands and strong brand-based communities. Its brand portfolio includes Ava & May and Faynt home fragrances and perfumes. The company fulfills orders from all around Europe and the world. As a data-driven company, Hashtag You leverages analytics in various aspects of its business, from marketing to product and customer analytics to operational analytics.

Hashtag You, a brand builder in the direct-to-consumer e-commerce sector, faced a significant challenge in leveraging and structuring data within its organization. As a data-driven company, the use of analytics in marketing, product and customer analytics, and operational analytics was crucial to its business model. Initially, Hashtag You implemented several piecemeal solutions through Google Sheets with self-created data pipelines. However, the company soon realized the need for a centralized and scalable approach to data ingestion. The challenge was not only to establish robust data pipelines but also to connect new data sources quickly and easily. The company needed a solution that would allow non-data specialists to make these connections. Furthermore, the company had to manage advertising across various platforms, combine marketing and webshop data, link with other data pipelines, and analyze campaign performance.

Hashtag You turned to Fivetran for its data ingestion needs. Impressed by Fivetran’s ease of use and ELT capabilities, the company was able to establish connectors to all of its marketing channels, which were the most important data source for the company. Fivetran offered a step-by-step process of linking a connector, enabling staff who were not data specialists to make the connections. For instance, the Google Analytics connection was up and running in just ten minutes, and all historical data was available in only three hours. Hashtag You also linked other data pipelines, such as the internal budgeting tool that runs via MongoDB, and added other sources like TikTok. For campaign performance measurement, the company combined information from various sources. Hashtag You also developed a proprietary solution for influencer marketing performance measurement. Currently, the company has connected 90% of its data sources to Snowflake with Fivetran, allowing it to focus on more strategic, value-driving initiatives.

• The implementation of Fivetran has transformed Hashtag You into a truly data-centric company. The company no longer has to worry about data pipeline maintenance and can instead focus on more strategic, value-driving initiatives. With a very small number of resources, Hashtag You can manage a very large ecosystem around its marketing activities. The company has developed a proprietary solution for influencer marketing performance measurement, enhancing its unique approach to influencer marketing. Looking forward, the company plans to connect its CRM tool (Salesforce), which will further enhance Hashtag You’s position as a pioneer in building customer-centric lifestyle brands.

• Hashtag You was able to rapidly create and scale data pipelines with a small number of resources and data engineers.
• The company has tripled the total number of its data sources in less than a year since the start of the Fivetran project.
• Sixty-seven data sources are currently integrated with automated pipelines.