Numan - 173tech

Data Launcher

Powering Numan’s analytics for 5+ years

Objective

Establish a high-performing analytics function; including people, technology, and processes.

Obstacle

Fragmented data and no centralised analytics infrastructure or definitions.

Outcome

In just 12 weeks, Numan gained a scalable, compliant, and future-ready data pipeline supporting rapid business expansion.

Background

Numan is a rapidly growing eCommerce brand focused on men’s health. With diverse operational systems generating valuable data, the company faced a common challenge: an abundance of information but no infrastructure to turn it into insight.

To sustain its growth and comply with privacy regulations, Numan needed a modern data stack that could centralise, transform, and secure data, while enabling its teams to make faster, smarter decisions.

Challenges

Unstructured Data: A large portion of the operational data required transformation to become meaningful for business use. This data, often in unstructured formats, needed to be aligned with key business concepts to drive insights and decision-making.

PII Compliance: With sensitive health-related data at the core of its business, privacy and compliance were non-negotiable. We implemented robust automated hashing techniques to protect personally identifiable information (PII), ensuring full compliance while maintaining data utility.

Scalability: As Numan scaled rapidly, its data infrastructure needed to grow with it. The new system was designed to handle expanding data volumes and complexity, ensuring reliable performance and flexibility for future needs.

Solution

Understanding the Business:
Collaboration was central to our approach. We worked closely with teams across Numan to deeply understand their goals, challenges, and priorities. This ensured the data strategy addressed critical pain points and was tailored to drive measurable business outcomes.

Early Value Delivery: Our phased implementation focused on prioritising high-impact areas of analysis through self-serve dashboards, enabling quick wins for Numan. This approach demonstrated immediate benefits and built momentum for the broader data transformation initiative.

Team Enablement: To manage the new data infrastructure effectively, Numan required a skilled and empowered team. Hiring in conjunction with our work enabled us to find the right skillset to match the tools we put in place and meant Numan did not spend months setting up infrastructure and could instead focus on business impact.

Impact

PII Compliance: Automated hashing techniques were built directly into the data pipeline, ensuring privacy and compliance from ingestion through to reporting. This proactive approach maintained data integrity while protecting user confidentiality.

Data Modelling: We developed 30 core business models, unifying data across eight distinct sources; including Postgres, Medex, Xplenty, Google Ads, Meta Ads, Bing Ads, Zendesk, and Google Sheets. These models created a single, consistent view of business performance.

One Source Of Truth: The integrated warehouse established a single source of truth, breaking down silos and enabling cross-functional teams to access reliable, timely insights, powering data-driven decisions across marketing, operations, and customer experience.