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Remove Data Analytics Bottlenecks: Best Practices from zulily

Continue your marketing analytics journey in our Unifying your Marketing Data eBook.

Moving to self-service analytics with Tableau and Google BigQuery

Zulily is a $1.5B fast-growing e-commerce company obsessed with bringing women special finds every day. Zulily launches more than 9,000 product styles and 100 new events daily, converting thousands of customers and processing millions of user actions. To continue growing user acquisition and optimize the customer experience, Zulily’s marketing team needed to accelerate the time it took to move from data to decision to deliver the right message at the right time to every customer.

In order to achieve these goals, Zulily removed the bottlenecks from the data and analytics process by developing a self-service marketing analytics platform leveraging the Tableau integration with BigQuery. This platform creates a single view of the data across various marketing touchpoints including Facebook, Google Ad data, E-mail data, clickstream, product catalog, and order transaction in order to bring marketing analysis and data science to the forefront of daily business decisions.

This session will provide a comparison of BigQuery to traditional enterprise data warehousing platforms and show examples of machine learning enabled by Tableau and BigQuery. You will learn about how zulily marketing leverages data science and analytics to drive customer growth, Lifetime Value (LTV) and retention to positively impact marketing performance down to the bottom line, enabled by their their transition to self-service analytics. You will see demos of marketing analytics in use at Zulily and walk away with practical guidance and best practices for extending Tableau with BigQuery and the Google Cloud Platform.

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À propos des intervenants


Sasha Bartashnik

Marketing Analytics Manager, zulily

Sasha leads a team of analysts focused on optimizing $1.6B online retailer zulily’s multi-channel marketing strategy. She has helped develop and execute attribution of online and offline media and drive decisions through iterative testing. She has also enabled the marketing team to transition to self-service analytics using Tableau, enabling a shorter cycle between data and action, to help drive a 16% increase in active customers in 2017 – to 5.8M. Prior to zulily, Sasha worked at Memorial Sloan Kettering Cancer Center applying predictive modeling and visualization to solve strategic problems in healthcare. Sasha has taught data visualization via Tableau at the NYC Data Science Academy and the Pratt Institute. She volunteers with DataKind, using the power of data science to support mission-driven organizations. Sasha received her Masters in Management Science at the University of Cambridge and BA in Mathematics at Pomona College.


Riley Maris

Partner Marketing Manager

Riley is on the Partner Marketing team at Tableau, where he helps develop and drive the messaging, positioning and go-to-market strategy of Tableau and its technology partners. Prior to Product Marketing he worked in Presales at Tableau, and graduated from the University of Washington with a degree in finance.

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