E-commerce: Data Strategy, Attribution & Customer Insight.
E-commerce businesses operate in a hyper-competitive space, where attribution, audience insight, and data-driven optimisation are essential to growth. Blend helps online brands and platforms harness data from multiple sources to understand their customers, improve media performance, and build operational clarity.
Whether you’re scaling DTC, managing multiple fulfilment channels, or investing heavily in digital media, we bring the infrastructure, automation, and intelligence needed to make better decisions - faster.
Challenges in E-Commerce
Most e-commerce teams are sitting on a wealth of data, but not always using it to its full potential. Common pain points include:
Incomplete customer journeys across web, social, and paid channels
Attribution blind spots due to third-party platforms and tracking gaps
Limited visibility of profit margins per campaign or product
Low audience segmentation restricting personalisation
Inefficient media spend and siloed performance reporting
How Blend Supports Event Clients
Data Strategy & Analytics
We build a central source of truth for your customer and sales data that is aligned with your business goals.
Integrate data from web, CRM, paid media, and transaction platforms
Build customer segmentation models and behaviour profiling
Create tailored dashboards for marketing, ops, and leadership
Deliver forecasting models to support stock, spend and performance decisions
Platform & Tool Integration
We make sure your stack works as one, connecting key platforms like Shopify, Meta, GA4, Klaviyo, Stape, Stripe, and more.
API-based integration across e-commerce platforms
Resolve tracking gaps using server-side tagging or middleware
Standardise reporting across Shopify, GA4, Meta Ads, email tools and more
Sync enriched data with CRM and paid media audiences
CYBER SECURITY
We help e-commerce teams protect their platforms, customer data, and infrastructure.
Secure web tracking and checkout environments
Support compliance with GDPR, cookie consent, and data protection
Run platform audits to identify vulnerabilities and risk
Advise on secure third-party integration handling
Marketing Attribution & Campaign Optimisation
See exactly what’s driving sales, and make your media budget work harder with clear, campaign-level insight.
Implement full-funnel attribution models (blending GA4, Meta, CRM etc.)
Visualise channel and product-level ROI in real time
Build live dashboards showing performance and profitability by campaign
Identify audience segments that drive higher LTV and conversion
Growth & Expansion Strategy
We give e-commerce founders and teams the clarity to grow, powered by data-backed commercial decisions.
Identify profitable product and audience combinations
Model pricing, bundling and inventory strategy
Support market expansion with location and cohort analysis
Help build investor decks and board-level reporting tools
Client Story: Charles & Ivy – A Fully Integrated Data Ecosystem at Scale
The Challenge
Charles & Ivy is the UK’s leading premium outdoor living retailer, offering a vast product catalogue of custom-built and ready-to-install garden features. With hundreds of thousands of product combinations, their business spans e-commerce, phone orders, in-store retail, and direct-to-customer delivery via their national fleet across England, Wales and Scotland.
They manufacture to order, manage just-in-time production, and coordinate fulfilment through an integrated logistics network. While the business was thriving, data was fragmented across numerous platforms, making it challenging to evaluate marketing performance, optimise stock, forecast demand, or understand customer behaviour across touchpoints.
The Solution
Blend became Charles & Ivy’s exclusive data partner, designing and delivering an end-to-end data infrastructure supporting daily operations and long-term strategic planning.
We integrated every core system into a centralised data lake and warehouse in Google BigQuery — including:
A custom-built Shopify e-commerce platform
Warehouse Management System (WMS)
Autodesk for manufacturing management
Logistics and fleet software
Pre-purchase and post-purchase interactions (including customer service and reviews)
All major marketing platforms — Google Ads, Facebook, TikTok, Pinterest, Bing and more
We developed bespoke middleware and implemented server-side tracking (via Stape) and custom tag manager builds to support Dynamic Yield for optimisation of conversion rate. Predictive analytics and machine learning models were layered in to deliver:
Real-time reporting across marketing, ops, logistics and sales
Full-funnel attribution, including cross-channel purchase journey mapping
Customer segmentation and lifetime value (LTV) analysis
Attribution window modelling to optimise media investment
Trend forecasting informed by weather patterns, school holidays, public holidays and seasonal behaviours
The Result
Charles & Ivy now operates with a robust, enterprise-grade data infrastructure that powers decisions from the boardroom to the warehouse. Marketing is more efficient, operations are better forecasted, and customer journeys are fully visible, giving the business a strategic edge across all channels.
“Charles & Ivy now operate with a robust, enterprise-grade data infrastructure that powers decisions from the boardroom to the warehouse. Marketing is more efficient, operations are better forecasted, and customer journeys are fully visible, giving the business a strategic edge across all channels.”
- C&I Marketing Director
Some ways Blend can help you
Data Strategy Consulting - Predictive Analytics - Data Governance - Performance Metrics - Customer Insight Mining - Sales Data Analysis - Market Trend Forecasting - Operational Efficiency Audits - Risk Management Analytics - Data Visualisation Solutions - Competitive Analysis - Behavioural Analytics - Revenue Optimisation - Process Automation Mapping - Sentiment Analysis
Data Strategy Consulting - Predictive Analytics - Data Governance - Performance Metrics - Customer Insight Mining - Sales Data Analysis - Market Trend Forecasting - Operational Efficiency Audits - Risk Management Analytics - Data Visualisation Solutions - Competitive Analysis - Behavioural Analytics - Revenue Optimisation - Process Automation Mapping - Sentiment Analysis
Strategic Business Planning - Market Entry Analysis - Organisational Efficiency Review - Process Optimisation Strategies - Change Management Facilitation - Revenue Growth Modelling - Customer Journey Mapping - Innovation Workshops - Investment Impact Assessments - Digital Transformation Guidance - Workforce Analytics - Supply Chain Refinement - Policy Development Insights - Sustainability Integration - Corporate Culture Enhancement
Strategic Business Planning - Market Entry Analysis - Organisational Efficiency Review - Process Optimisation Strategies - Change Management Facilitation - Revenue Growth Modelling - Customer Journey Mapping - Innovation Workshops - Investment Impact Assessments - Digital Transformation Guidance - Workforce Analytics - Supply Chain Refinement - Policy Development Insights - Sustainability Integration - Corporate Culture Enhancement
Cybersecurity Risk Assessment - Media Spend Optimisation - Strategic Business Planning - Advertising Performance Analytics - Threat Intelligence Analysis - Secure Data Management - Operational Efficiency Review - Fraud Detection Systems - Campaign ROI Analysis - Privacy Compliance Audits - Market Expansion Strategies - Content Security Management - Programmatic Buying Strategies - Crisis Response Planning - Brand Safety Enforcement
Cybersecurity Risk Assessment - Media Spend Optimisation - Strategic Business Planning - Advertising Performance Analytics - Threat Intelligence Analysis - Secure Data Management - Operational Efficiency Review - Fraud Detection Systems - Campaign ROI Analysis - Privacy Compliance Audits - Market Expansion Strategies - Content Security Management - Programmatic Buying Strategies - Crisis Response Planning - Brand Safety Enforcement