The Evolution of Data Platform at CellphoneS

Data Stack

• Destination: BigQuery
• Data sources: 20+ connectors, including PostgreSQL, MySQL, Microsoft SQL Server, MongoDB, Facebook Ads.

Business Overview

CellphoneS is one of the biggest electronic retailers in Vietnam with over 100 stores nationwide and a thriving e-commerce platform. The company offers a wide range of products, including the latest smartphones, laptops, home appliances, and entertainment systems. With thousands of daily transactions across multiple channels, CellphoneS needed a robust data integration and analytics solution to stay competitive.

The need for easier, more reliable ETL tool

To centralize data from various systems, including CRM, ERP, online sales platforms, and in-store point-of-sale (POS) systems, it would take at least a year based on engineering team estimation. Moreover, other concerns were quality issues due to limited resources that lead to inconsistent data formats and missing data that might hamper the ability to derive accurate insights.

Thus, for the analytics team to generate comprehensive and timely insights was challenging. This limited the ability to make data-driven decisions quickly, affecting marketing strategies, and overall operational efficiency.

A robust, reliable alternative

With the help from Elton Data, the team has been able to connect all data from those systems within a few months which enable decisions making across the business reliable, up-to-date data. Furthermore, the ease of use offered by Elton Data also takes time-consuming tasks away from engineers, freeing them up resources for higher value projects, improving overall productivity. Data is now always present at the data warehouse, stored in BigQuery, and analyzed in Power BI. Not only did Elton Data enable CellphoneS to centralize data quickly and reliably, Elton Data also provides reverse ETL for the company to sync back aggregated data from BigQuery to other systems.

Besides data integration, Elton Data also empowers the analytics team creating hundreds of data models using the Transformation feature.

The implementation of Elton Data at CellphoneS has transformed the company’s approach to data management and analytics. By integrating disparate data sources into a cohesive system, automating data processes, and ensuring data quality, CellphoneS has significantly improved its operational efficiency and decision-making capabilities. This case study underscores the importance of robust data integration solutions in driving business success in the retail sector.