Exasol – CRM Analytics Automation Solution

Oct 2019 • High‑Performance In‑Memory Analytics

Automated CRM retention metric computation leveraging Exasol’s in‑memory MPP engine—eliminating spreadsheet bottlenecks and enabling fast multi‑dimension filtering across brands, regions & time.

45→4 min report turnaround
98% manual effort reduction
Real-time retention metrics
Full automation

Overview

Developed an automated analytics solution using Exasol's high-performance, in-memory MPP database to deliver CRM insights and calculate consumer retention rates across brands, regions, and time periods. Exasol is a high-performance, in-memory massively parallel processing (MPP) database specifically designed for analytics. More info: https://www.exasol.com.

Description

The Digital Brand Commerce, Analytics & Operations team required accurate and repeatable CRM metrics to measure consumer retention across multiple channels and time granularities (month, quarter, half‑year, year). The legacy process relied on a mix of SQL scripts and Excel‑based aggregations, causing inefficiency and inconsistent reporting. The new solution streamlined this analysis within Exasol through complete automation.

Data Flow Visual

Exasol platform illustration

Key Challenges

  • Multiple disparate SQL scripts and spreadsheets needed for a single report.
  • High manual effort to change filters (time period, region, brand).
  • Heavy data files consuming large server space.
  • Complex calculations increasing process time and error risk.

Solution

To eliminate manual tasks and optimize performance, I designed and deployed automated Lua scripts within Exasol. The scripts:

  • Process consumer data from multiple channels and sources.
  • Apply data quality rules and perform aggregation by business logic.
  • Segment consumers into groups based on defined parameters.
  • Calculate key CRM metrics, including retention rates, in real time.

Reports are now generated in a few clicks by simply entering the desired filters—significantly improving ease of use and execution speed.

Key Benefits

  • Reduced turnaround time from 45 minutes to 4 minutes.
  • Decreased manual intervention by up to 98%.
  • Optimized process and resource utilization.
  • Lowered ongoing operations cost through full automation.

Tech Stack

  • Exasol in‑memory MPP database
  • Lua scripting for automation
  • SQL aggregation & filtering
  • Automated retention metric pipeline