KraftKart — D2C Analytics & Growth Platform

🚩 Revenue Without Clarity

KraftKart had strong product-market fit — ₹18 Lakhs/month in GMV — but their growth was entirely intuition-driven. The founder's process: post on Instagram, boost the post, check "did orders come in?" The marketing team had no attribution window, no cohort analysis, and no idea which of their 4 ad accounts was profitable.

The financial reality was stark: their blended ROAS was 1.8x — meaning for every ₹1 spent on ads, they made ₹1.80 back. After COGS, shipping, and platform fees, they were losing money on 40% of their paid acquisition while believing they were growing.

📊 Data Infrastructure Build

Step 1: The Data Warehouse

We built a Google BigQuery data warehouse with a Python-based ETL pipeline (orchestrated via Apache Airflow) that ingested data from 5 sources every 6 hours:

• Shopify Orders API — SKU-level revenue, refunds, shipping zones
• Meta Ads API — campaign/adset/ad level spend, impressions, clicks
• Google Ads API — keyword-level performance, ROAS, CPC
• Klaviyo — email open rates, click-through, revenue attributed
• WhatsApp Business API — message delivery, response, conversion events

Step 2: Attribution Model

Implemented a data-driven attribution model (linear decay, 7-day window) within BigQuery using SQL transformation views. Every order was tagged with the touchpoints that contributed to it — across all 5 channels — giving a true ROAS per channel, per product category, and per customer cohort.

Step 3: The Analytics Dashboard

A React + Chart.js dashboard was built on top of BigQuery views showing:

• LTV Cohort Analysis — Revenue per customer by acquisition month
• ROAS Heatmap — Performance by product × channel × week
• CAC Trend — Customer acquisition cost tracked daily per channel
• Abandonment Funnel — Where customers drop off in the purchase journey

Step 4: Automated Recovery Flows

Cart abandonment flows were built using Klaviyo + WhatsApp Business API. Abandoned carts triggered a 3-step sequence: WhatsApp at T+1hr, Email at T+4hr, WhatsApp offer at T+24hr (dynamic 5% discount for high-value carts). Recovery rate went from ~4% (manual) to 28% (automated).

📈 75-Day Business Impact