Momentary Ink - 173tech

Data Launcher

Driving eCommerce sales with one source of truth

Objective

Bridge the analytical gaps left by Shopify Analytics to empower smarter, faster business decisions.

Obstacle

Integrating multiple siloed data sources into a unified, reliable reporting framework.

Outcome

A single source of truth activated through custom-built dashboards.

Background

Momentary Ink is the world’s leading brand for temporary and semi-permanent tattoos. As the company grew rapidly, so did the need for deeper insights into customer behavior, marketing effectiveness, and product performance.

However, the limitations of Shopify Analytics soon became a major bottleneck, restricting visibility and hindering data-driven growth.

Challenges

Gaps: Shopify’s native analytics lacked the advanced capabilities required to answer critical questions. The team struggled to identify high-value customer segments, uncover repeat purchase drivers, and optimise marketing campaigns. Without a comprehensive analytics solution, Momentary Ink was missing key opportunities for personalisation and long-term customer engagement.

Versions Of The Truth: Multiple Shopify accounts for different locations presented data that was inconsistent with metrics from Google Analytics and other marketing tools, leading to discrepancies in key performance indicators such as traffic, conversions, and revenue attribution. These mismatches created a fragmented and unclear picture of business performance, making it challenging for the team to determine the true effectiveness of their marketing efforts and overall operations.

Solution

Experience: With extensive experience in the eCommerce space, we had a deep understanding of the key performance indicators (KPIs) and growth levers that would be critical to Momentary Ink’s success. Drawing on this expertise, we were able to anticipate their analytical needs and identify the metrics that would drive actionable insights, such as customer lifetime value, repeat purchase rates, and conversion funnel performance.

The Right Tools: In addition to knowing what to measure, we also had a clear vision of the tools and technologies that would scale seamlessly with their business. By leveraging proven, scalable solutions, we ensured that their data infrastructure could grow alongside their operations, supporting their evolving needs and enabling long-term success.

Impact

Source Of Truth: We developed a bespoke data pipeline that centralised every data stream into a single, reliable ecosystem. This gave Momentary Ink complete flexibility in how they processed and visualised data, far beyond what off-the-shelf tools could offer. With full control over their data, the team could uncover deep insights into customer journeys, identify underperforming products, and act on opportunities with confidence.

Cost-Effective: We designed and implemented this solution in a cost-effective manner, ensuring the investment delivered maximum value without unnecessary expenses. Importantly, the implementation process was seamless, with minimal disruption to their day-to-day operations. This allowed the Momentary Ink team to continue focusing on their core business activities while we handled the technical complexities, delivering a robust data infrastructure that was ready to support their growth ambitions.

Data Models: We built 43 tailored data models aligned with key business areas, from customer cohorts and retention analysis to channel performance and product profitability. These models empowered the team to monitor evolving trends, forecast demand, and optimise marketing spend with precision, leading to a 42% CAC reduction on Google Ads.