From scattered reports to one reliable data platform

The LEGO Group needed a clear, reliable picture of e-commerce performance across dozens of retail partners and markets. Data from Google Universal Analytics and GA4 was available — but in different formats, at different levels of detail and with no central system to bring it together. Teams were spending significant time on manual processing just to make the data partially usable for strategic decisions. We developed a BI platform that automatically collects, cleans, standardises and visualises that data — giving performance managers one dependable source to base their strategy on.

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Fragmented data, inconsistent formats and strict privacy constraints

LEGO's retail partners delivered reports and exports in different formats, at different intervals and with varying levels of detail — making performance comparisons across e-shops and markets complicated and time-consuming. There was no unified data model, no automation and no secure way to share data that guaranteed everyone was working from the same reliable numbers.

There was also a fundamental privacy constraint: retailers couldn't give LEGO open access to their analytics, because doing so would expose commercially sensitive data about competitor products sold alongside LEGO's own range. Any solution had to collect exactly the right data — and nothing more.

Automated, unified and secure — by design

We designed the BI platform as the central data layer for LEGO's e-commerce operation — from collecting data across retail partners all the way through to visualising the results.

We developed algorithms for secure data transfer that don't require sharing login credentials, along with a custom validation and transformation system that automatically cleans diverse inputs and converts them into one standardised format ready for analysis.

Security and access control were built into the architecture from the start. The platform uses multi-level user permissions and encryption, so each partner shares only data relating to LEGO product sales — nothing more. LEGO in turn has the assurance that no one is manually manipulating the data at any point in the pipeline.

On top of this unified data layer, we built a suite of dashboards where performance and regional managers can see key metrics at a glance, compare markets and partners side by side and always have what they need for strategic decisions — without waiting for a report to be compiled.

Time-consuming manual reporting completely replaced by instant access to reliable data

Once the platform was live, managers had standardised, ready-to-use data available immediately — no manual downloading, cleaning or piecing together of reports. That freed up the equivalent of one full-time role's worth of manual work and removed the cost of the external agency that had previously handled part of that process.

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The platform today integrates e-commerce data from more than 50 major e-shops and marketplaces worldwide. It saves the client approximately CZK 300,000 per month directly, while each connected retail partner saves around CZK 32,000 — bringing the total combined monthly saving to approximately CZK 1,900,000. LEGO now has a stable, trustworthy data foundation to build its performance management and growth planning on.

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What the platform saves every month

• Client monthly savings: CZK 300,000 (approx. €12,000)
• 50+ e-shops and marketplaces connected
• Partner monthly savings: CZK 32,000 per partner (approx. €1,280)
• Total monthly savings CZK 1,900,000 (approx. €76,000)