Fixing the Funnel:
A Data Strategy
That Boosted Retention & Growth
Story
Allermi, a healthcare e-commerce company, set out to improve its customer journey by refining email funnels and increasing engagement across its web-based health platform. Partnering with LazyAnalyst, they’ve transformed from having no data infrastructure to running a scalable, end-to-end analytics system.
We built the foundation with AWS Redshift and evolved it into a robust Databricks setup as the business grew. Key data – from email platforms like Klaviyo and Iterable to e-commerce activity in Shopify and Recharge and dynamic medical questionnaires – is now funneled through automated pipelines and visualized in Domo for real-time insights.
Our work tracks the full customer lifecycle, from first touch to account activation and health questionnaire completion, allowing Allermi to continuously optimize onboarding, personalize email flows, and improve retention with data-driven precision.
Challenges
Allermi, a rapidly growing e-commerce healthcare brand, needed visibility into their customer funnel, from email engagement to medical onboarding completion. Initially, they had no centralized data infrastructure, making it difficult to track performance or identify drop-off points.
Early attempts to solve this hit roadblocks: Klaviyo’s API didn’t play well with AWS Redshift, budget constraints ruled out Fivetran, and a cheaper alternative introduced bugs within months. Supermetrics was considered (with a 50% discount secured), but technical limitations and the growing data complexity slowing down our Looker Studio dashboards made it clear: they needed a more flexible, scalable, and future-proof setup.
Solutions
LazyAnalyst guided Allermi in developing a data strategy and selecting the right architecture. Originally, we designed and implemented an end-to-end data pipeline, integrating Klaviyo email marketing data through Hevo into an AWS Redshift data warehouse. We transformed the data to ensure it was actionable and connected it to Looker Studio for real-time analysis.
Within 9 months, it became clear that our original counsel to the CMO about not getting a simple CDP was more than justified. The marketing department’s data architecture was not enough anymore to scale with the data volume coming from sales, finance, and ops. We migrated to a more robust data warehouse called Databricks, introduced two more advanced extractions tools for Klaviyo and Shopify data, and eventually migrated from Klaviyo to Iterable. Looker Studio was replaced by Domo.
In addition to the technical implementation, we conducted a thorough analysis of customer interactions, tracking key stages such as account activation and medical questionnaire completion. These efforts provided Allermi with deeper insights into their funnel performance and user behavior. Following several project phases, we have remained on retainer as Allermi’s external data team to expand the data architecture and maintain the systems to ensure ongoing performance and scalability.
Value
With the custom-built data pipeline and strategic guidance, Allermi is now positioned to improve onboarding conversion rates, enhance the user experience, and execute more effective customer engagement strategies. The solution not only stabilized their data infrastructure but also allowed them to track and respond more efficiently to customer behaviors. Early results show improvements in the customer journey, laying the foundation for measurable gains in conversion rates in the coming months. By staying on retainer, LazyAnalyst continues to support system maintenance and expands the architecture as Allermi’s needs evolve.
Testimonial
The new insights we have are quite eye-opening for all of us.
Working with Corinna has been a game-changer. She helped spearhead the development of a comprehensive data pipeline and built custom dashboards, providing us with deeper insights into our customer journey and essential touchpoints for testing and optimization. Her exceptional data expertise and commitment to our business goals have made her an invaluable partner. I’m excited to continue collaborating with her as we transform into a truly data-driven organization!
– Christian, CMO
I’m happy to have you just call a meeting when you need one or have something to say, because I think you’re making great progress. You guys manage yourselves very well. I don’t need to waste time on some periodic basis [to check in with you].
– David, CTO
Skills
Data Strategy · Business Intelligence (BI) · Marketing Analytics · Data Project Management · Process Analysis · Klaviyo · Amazon Redshift · PostgreSQL · Looker Studio · Hevo · Domo · Databricks · Iterable · Fivetran · SurveyJS · Integrate