E-commerce data warehouse: four platforms, one source of truth.

The challenge

Avea Life is a consumer health and longevity brand selling direct to customers across Europe. Their business data lived in four places at once: Shopify held orders and products, Meta held ad spend and campaign performance, Google Analytics held acquisition behaviour, and Klaviyo held email and retention.

Answering a question that spanned any two of them meant exporting, pasting and reconciling by hand. Reporting was spreadsheet work, and it aged the moment it was finished. The harder problem was that questions like customer acquisition cost and lifetime value require joining those sources reliably, and nobody could be confident the join was right.

Our approach

We started by identifying every source that mattered and what each was the authority for, then designed the ETL architecture around those boundaries rather than around the tools.

Google Cloud Platform was selected for the infrastructure, with the whole stack containerised so it could be maintained and extended without specialist deployment knowledge. Reporting requirements were defined before pipelines were built, so the warehouse schema served the questions the business actually asked.

Throughout, the CAC, LTV and inventory calculations were validated with the Avea team on a near-daily basis. For metrics that drive spending decisions, agreeing the definition matters as much as computing it.