One brand campaign. Many markets. A clearer picture.

When Notino reports on a vendor campaign, the answer needs to work across markets and for the brand behind it. Country-by-country campaign results make that hard to assemble. The team's BI reporting uses last-click attribution, while its vendor reviews also need to consider a 48-hour attribution window and results for specific brands.

Notino

Beauty e-commerce

Barbora Doležalová

CRM Vendor Team Leader, Notino

Notino uses SEINō to bring relevant sources into one reporting environment. The team can compare performance across markets, investigate individual campaigns and build the brand-specific views its partners need.

From country reports to a vendor view

Bloomreach provides Notino with campaign results separately for each country. To give a global brand partner a consolidated picture, the team needs to bring those results together and keep the detail available for follow-up questions.

In SEINō, Notino maintains a dashboard for each vendor that brings together its campaigns across markets. The team can move from the overall result to a particular country or campaign. Separate campaign dashboards combine metrics, visualisations and commentary for internal stakeholders and external brand managers.

That flexibility matters when the question changes. If a vendor asks about a specific market or customer segment, Notino’s team can explore the data, adjust the view and let the vendor use report filters to examine the results. According to Barbora Doležalová, CRM Vendor Team Leader, this reduces reliance on predefined reports and BI support, and shortens the time needed to answer reporting questions. No time saving has been quantified.

Looking beyond attributed revenue

Notino also compares mailing groups with control groups to assess the incremental impact of CRM campaigns. The team can calculate and visualise uplift metrics in SEINō, evaluate A/B tests and compare groups targeted with different calls to action.

In one vendor campaign, Barbora reports that customers exposed to the campaign had higher brand revenue and a stronger conversion rate than the control group. Notino used the finding to inform its view of the campaign strategy and support discussions about future vendor investment in CRM. The source does not provide the campaign, market, group design or figures, so the result should be read as a customer-reported observation rather than a verified causal estimate.

Reporting the team can shape itself

Barbora says business users can learn to build reports and explore data without advanced technical skills. As reporting questions evolve, Notino can adapt dashboards and metrics for its own teams and vendor partners. She also values the SEINō team’s responsiveness to improvement ideas and the improved documentation.

The practical change is a more useful conversation with each brand: see the combined result, investigate differences by market or audience, and decide what to examine or improve next.

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