| Tools | GA4, Amplitude, Looker Studio |
| Key Challenges | Fragmented tracking, lack of subscription KPI design, absence of product analytics |
| Industry | Retail (Major Japanese lifestyle company, new business division) |
| Timeline | From July 2023 (approx. 9 months) |
| Scope | Data architecture design and LTV visualization infrastructure |
Background
A major enterprise launched a new subscription-based e-commerce business with a fully custom-built system.
While the architecture allowed flexibility, there was no function bridging product development and marketing from a measurement perspective.
As a result, even close to launch, the team lacked visibility into:
- which activities were driving revenue
- which users were likely to retain
The business was operating without a reliable foundation for decision making.
Objectives
- Integrate the custom EC system with analytics platforms (GA4, Amplitude)
- Define and visualize subscription metrics such as LTV, retention, and churn
- Establish a data-driven operating model for investment and product decisions
Challenges
- Disconnection between revenue and behavior dataMarketing performance could not be evaluated in terms of actual revenue contribution
- Lack of subscription-oriented KPIsMetrics were not designed around recurring revenue and lifecycle value
- No behavior-driven optimization loopThe team lacked visibility into actions influencing retention and churn
- Delayed decision makingHeavy reliance on manual data aggregation slowed down evaluation and execution
Approach
Rather than focusing only on tracking implementation,
we designed a data structure and operating model that connects user behavior to revenue outcomes.
- Data architecture designUnified transactional and behavioral data to enable LTV-level analysis
- Product analytics implementation (Amplitude)Identified behavioral patterns driving retention
- KPI alignment across teamsEstablished shared metrics (LTV, retention) across marketing, product, and management
Outcomes
- Shift to LTV-based investment decisionsMarketing allocation optimized based on long-term revenue, not just acquisition cost
- Identification of high-retention acquisition channelsChannel performance evaluated based on downstream revenue impact
- Faster product iterationUX improvements prioritized based on behavioral insights tied to retention
- Real-time decision makingIntegrated dashboards enabled immediate visibility into business performance
Core Value
This project delivered more than a data infrastructure.
It established a system where every activity can be evaluated in terms of its impact on revenue and LTV.
As a result, the business was able to operate from day one with
a consistent, data-driven approach to growth and investment decisions.
Applicable Scenarios
- New subscription or e-commerce business launches
- Organizations with custom-built systems and fragmented data
- Teams seeking to shift from acquisition-based to LTV-driven decision making
