The marketplaces sector (multi-vendor e-commerce, service platforms, comparison shopping, online booking…) is faced with growing complexity: diversity of offers, multiplicity of sellers, high customer expectations in terms of user experience and dependence on increasingly costly acquisition channels (Google Ads, Meta, affiliation, retargeting…).

Despite widespread adoption of tools such as Tableau/ Power BI/ Looker Studio for reporting, teams still have to resort to complex Excel logic to explain variations in performance (e.g. subscriptions, conversion rates, revenues). This results in high maintenance costs and poor responsiveness when it comes to updating indicators. What’s more, business logic is often difficult to transpose in a traditional database, and certain essential visualizations are impossible to reproduce in data viz tools.

What’s more, despite the vast amount of data available, business teams struggle to effectively cross-reference information to understand actual performance. Analysis quickly becomes a hindrance: conversion variations that are difficult to explain, fragmented purchase tunnels, heterogeneous user behaviors, data compartmentalized by salesperson, product type or channel. The result: hours wasted producing reports with little actionable value, with a heavy reliance on data teams.

To address this complexity, Datama offers an integrated, actionable approach: directly integrated as an extension to Tableau, Power BI, Qlik, Looker Studio etc., teams can analyze revenue or subscription dynamics through powerful, visual comparisons. By connecting directly to BigQuery, Piano, Google Analytics, Google sheet, etc., the platform automatically receives daily performance alerts. The result: reactive, automated analysis, fully integrated into the existing environment of marketing, e-commerce or data teams.

Market place experience

Datama was not built on theoretical case studies, but on concrete projects with major players in the marketplace sector, such as La Centrale, Thefork, Happn, Lingoda and Click & Boat.

Thanks to these collaborations, Datama has been able to take on analytical challenges that are more comprehensible than traditional BI solutions or standard dashboards.

In addition to traditional analyses, Datama meets the very specific business needs of marketplaces, such as :

• • Identify the reasons for a drop in conversion rate for a category or seller

• • Understand the impact of promotions or dynamic pricing on overall sales

• • Monitor the performance of third-party vendors, products or brands

• • Break down sales by product type, acquisition channel or average basket

• • Analyze the impact of a bug or UX change on a key stage of the tunnel

• • Compare performance between different devices, apps, OS or browsers

• • Identify the combined effects of traffic, inventory, delivery costs and performance

• • Track net or gross margin by vendor or category

• • Identify buyer preference trends

• • Identify sensitive periods (e.g. sales, sales campaigns) or gaps between supply and demand

Customer use cases

We had the pleasure of collaborating with industry players and letting them testify to their use of Datama. Here are a few articles to discover:

• • Lingoda: Datama is combined with Tableau parameters to create a true self-service auto-insights system. Users can physically select variables in Tableau, and Datama automatically generates explanatory analyses – complex comparisons, trend breaks, and recommendations – without analyst intervention.
    👉This automates comparisons, streamlines insight generation, and reinforces a data-driven decision-making culture, all integrated directly into the Tableau environment (see more).

• • TheFork (Tripadvisor) uses Datama as a Tableau extension to automate weekly monitoring of its business for executive committees. Each week, a report compares actual revenues with budgets, automatically explains variations (by channel, region, segment, etc.) and highlights key performance factors.
    👉 This automation enables teams to move from tedious manual analysis to insights-driven presentation, making bi-weekly meetings more efficient, decision-oriented and updated in just a few minutes. (read more)

• • Happn : This dating app uses Datama to automate the monitoring of its key subscription metrics. Every week, the platform analyzes variations in key metrics (new subscriptions, retention rate, conversion rate, churn, etc.) and automatically identifies the explanatory factors (source of acquisition, user path, geographical segment, etc.).
    👉 As a result, the team gains in responsiveness, anticipates performance drifts and can rapidly adjust its marketing actions to maximize growth.(see more)

Do you work in a product or service marketplace and want to manage your performance more effectively?
Contact us to talk to a Datama expert specialized in marketplace analysis and multi-channel conversion tunnel optimization.