Numan - 173tech

Data Launcher

From zero to scalable analytics in 12 weeks, lasting 5+ years

Objective

Build a complete analytics function, including people, technology, and processes, to support rapid growth.

Obstacle

Valuable data spread across multiple systems with no way to turn it into decisions.

Outcome

In 12 weeks, Numan had 30 core business models, 8 data sources unified, and automated reporting that’s still running 5+ years later.

Background

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

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

Challenges

Raw, Unusable Data: A large portion of operational data sat in raw, unstructured formats that could not be used for reporting or decision-making. Before any insights were possible, this data needed to be cleaned, transformed, and aligned with key business concepts.

PII Compliance: With sensitive health data at the core of the business, privacy and compliance were non-negotiable. Any analytics solution had to protect personally identifiable information (PII) at every stage, from ingestion through to reporting, without sacrificing data utility.

Scalability: Numan was scaling rapidly, and any new data infrastructure had to grow with it. A solution that worked today but buckled under tomorrow’s data volumes would only create more problems down the line.

Solution

Understanding the Business:
We worked closely with teams across Numan to understand their goals, challenges, and priorities before writing a single line of code. This ensured the data strategy addressed real pain points and was shaped around measurable business outcomes from the start.

Early Value Delivery: We prioritised high-impact areas first, delivering self-serve dashboards that gave Numan quick wins within weeks. These early results built internal confidence and momentum for the broader data transformation.

Team Enablement: Numan needed the right people in place to own the infrastructure long-term. By hiring alongside our build, we matched the team’s skillset to the tools we were putting in place, so Numan could skip months of setup and focus straight on business impact.

Impact

PII Compliance:Automated hashing was built directly into the pipeline, ensuring PII was protected at every stage from ingestion through to reporting. Numan got full compliance without compromising the data’s usefulness for analytics.

Data Modelling: We developed 30 core business models, unifying data across eight sources including Postgres, Medex, Xplenty, Google Ads, Meta Ads, Bing Ads, Zendesk, and Google Sheets. For the first time, every team at Numan was looking at the same numbers.

One Source Of Truth: The integrated warehouse broke down silos across marketing, operations, and customer experience, giving every team access to reliable, timely insights. Decisions that previously took days of manual work could now be made in minutes.