Analytics Transformation: The White Willow's Journey to Data Excellence

Data Analytics


White Willow, a premium pillow and comfort brand hailing from New Delhi, India, has been making waves in the market with its extensive range of products. Offering nearly 500 unique SKUs, White Willow caters to a wide audience through its website and various e-commerce platforms such as Amazon, Flipkart, and Myntra. As their business witnessed exponential growth, the need for data-driven decision-making became paramount.

The Data Challenge

With year-on-year expansion, White Willow was faced with the challenge of effectively monitoring revenue streams, stock levels, and their marketing and e-commerce activities. To innovate and refine their business strategies, they recognized the importance of data analysis. However, they lacked an in-house analytics team or sophisticated tools to harness their data. Their reliance on Excel sheets and basic built-in analytics within e-commerce platforms like Amazon Seller Central was proving insufficient for the complexity of their operations.

What White Willow urgently required was a centralized and coherent view of their data, one that was organized and automated for swift decision-making. Moreover, they needed a solution capable of handling the intricacies of e-commerce data, including:

  • Tracking sales and returns across all direct-to-consumer (D2C) and offline channels (Shopify, Amazon, B2B sales, etc.).
  • Monitoring logistics status and taking action on aging inventory.
  • Optimizing underperforming and high-performing Sponsored Ad campaigns.

The Partnership with Fornax

In their pursuit of data-driven excellence, White Willow joined forces with Fornax, a company already experienced in solving analytic challenges for Indian D2C brands using modern data stack solutions. Fornax began by aligning their approach with White Willow's e-commerce objectives and key performance indicators, which included metrics like revenue, ACOS, Attributed Revenue, and Net In Hand etc .

The solution Fornax implemented was built on a modular and flexible foundation utilizing AWS cloud, data warehousing, and data analytics technologies such as:

  • Google BigQuery
  • Power BI
  • AWS
  • dbt (Data Build Tool)

Fornax seamlessly connected White Willow's diverse data sources using Daton, stored the data in Google BigQuery, and employed dbt to standardize and transform these sources into a structured and optimized model capable of answering critical business questions.

Adapting to the Evolution

One of the strengths of Fornax's solution lay in its adaptability. As White Willow's data needs evolved, Fornax effortlessly integrated new data sources and features. Furthermore, they provided guidance on structuring White Willow's in-house data team to effectively manage their analytical deliverables.


Following the deployment of Fornax's analytical solutions, White Willow experienced remarkable improvements. Their attributed sales surged by an impressive 30%, and they achieved a 45% reduction in human effort dedicated to report creation. Moreover, the turnaround time for making crucial decisions was significantly reduced.

Streamling Analysis with Chic Dashboards

White Willow now conducts in-depth analyses of their daily performance, focusing on various critical aspects like revenue, inventory movements, advertising efficiency, and distribution. This process, vital for strategic decision-making, once required extensive manual effort. Thanks to the new data-driven approach, White Willow can effortlessly amalgamate data from diverse sources, including :

  • Amazon seller central
  • Amazon Vendor Central
  • Shopify
  • EasyEcom
  • Amazon Sponsored Ads
  • Google Ads
  • Meta Ads
  • Returns Prime

In conclusion, White Willow's journey towards data-driven growth stands as a testament to the transformative power of analytics. By partnering with Fornax and embracing modern data technologies, they have not only achieved impressive business results but have also positioned themselves for continued success in the dynamic world of e-commerce.

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