Case Study
How Vattenfall used real-time data to drive 16% more conversions and scale experimentation with Piano Analytics
Future-proofing a 125-year-old bank with powerful, compliant and user-friendly analytics
Case Study
How Vattenfall used real-time data to drive 16% more conversions and scale experimentation with Piano Analytics
Future-proofing a 125-year-old bank with powerful, compliant and user-friendly analytics
Case Study
How Vattenfall used real-time data to drive 16% more conversions and scale experimentation with Piano Analytics
Future-proofing a 125-year-old bank with powerful, compliant and user-friendly analytics
Key Results
Key Results
Key Results
120+
120+
120+
employees trained
60+
60+
60+
boards created
100+
100+
100+
online experiments run
32
32
32
hours per month saved
2000+
2000+
2000+
campaign codes tracked and measured per month
Founded in 1909, Vattenfall is one of Europe’s leading energy companies, headquartered in Stockholm, Sweden. Operating in Sweden, Germany, the Netherlands, Denmark, and the UK, the company employs over 21,000 people dedicated to enabling fossil‑free living. In the Netherlands, Vattenfall’s digital teams are reimagining what data can do – using analytics not just to report performance but to continuously improve customer experience.
Founded in 1909, Vattenfall is one of Europe’s leading energy companies, headquartered in Stockholm, Sweden. Operating in Sweden, Germany, the Netherlands, Denmark, and the UK, the company employs over 21,000 people dedicated to enabling fossil‑free living. In the Netherlands, Vattenfall’s digital teams are reimagining what data can do – using analytics not just to report performance but to continuously improve customer experience.
Founded in 1909, Vattenfall is one of Europe’s leading energy companies, headquartered in Stockholm, Sweden. Operating in Sweden, Germany, the Netherlands, Denmark, and the UK, the company employs over 21,000 people dedicated to enabling fossil‑free living. In the Netherlands, Vattenfall’s digital teams are reimagining what data can do – using analytics not just to report performance but to continuously improve customer experience.
The team at Vattenfall wanted to build an experiment-led culture to improve customer conversion – but struggled with fragmented, delayed, and inconsistent data. Every team had their own way of measuring results, which made it hard to get a reliable view of performance. Experiments were recorded with different names and tracking parameters, and data was scattered across Google Analytics, Airtable, and other tools.
To implement a CXO (Customer Experience Optimization) culture that allowed experiments to be fast, consistent, and at scale, Vattenfall needed a different solution.
Additionally, Vattenfall was in the middle of moving from Google Analytics 3 to GA4 when new GDPR rulings across Europe raised doubts about using Google’s analytics tools. This led Vattenfall to reassess its analytics strategy and look for alternatives.
Challenge
The team at Vattenfall wanted to build an experiment-led culture to improve customer conversion – but struggled with fragmented, delayed, and inconsistent data. Every team had their own way of measuring results, which made it hard to get a reliable view of performance. Experiments were recorded with different names and tracking parameters, and data was scattered across Google Analytics, Airtable, and other tools.
To implement a CXO (Customer Experience Optimization) culture that allowed experiments to be fast, consistent, and at scale, Vattenfall needed a different solution.
Additionally, Vattenfall was in the middle of moving from Google Analytics 3 to GA4 when new GDPR rulings across Europe raised doubts about using Google’s analytics tools. This led Vattenfall to reassess its analytics strategy and look for alternatives.
Challenge
Challenge
The team at Vattenfall wanted to build an experiment-led culture to improve customer conversion – but struggled with fragmented, delayed, and inconsistent data. Every team had their own way of measuring results, which made it hard to get a reliable view of performance. Experiments were recorded with different names and tracking parameters, and data was scattered across Google Analytics, Airtable, and other tools.
To implement a CXO (Customer Experience Optimization) culture that allowed experiments to be fast, consistent, and at scale, Vattenfall needed a different solution.
Additionally, Vattenfall was in the middle of moving from Google Analytics 3 to GA4 when new GDPR rulings across Europe raised doubts about using Google’s analytics tools. This led Vattenfall to reassess its analytics strategy and look for alternatives.
Vattenfall compared multiple solutions including Piwik Pro and Google Analytics, to find one that was GDPR-compliant, unified data in one tool and in real-time, and had a user-friendly interface.
After months of evaluation, Vattenfall selected Piano Analytics — the GDPR ready platform designed to handle enterprise scale data. Compliance-aside, the decision came down to three strengths:
Faster decision-making
Piano helped Vattenfall unify their data and track experiments in one place, which significantly sped up experimentation across teams. Using Catalogs, the team created a consistent internal structure for how A/B tests were labeled, tracked, and compared –without needing to change their data collection setup. Insights were suddenly easier to uncover, with one experiment leading Vattenfall to deliver a 16% conversion uplift and a six figure ROI.
Solution & Results
Vattenfall compared multiple solutions including Piwik Pro and Google Analytics, to find one that was GDPR-compliant, unified data in one tool and in real-time, and had a user-friendly interface.
After months of evaluation, Vattenfall selected Piano Analytics — the GDPR ready platform designed to handle enterprise scale data. Compliance-aside, the decision came down to three strengths:
Faster decision-making
Piano helped Vattenfall unify their data and track experiments in one place, which significantly sped up experimentation across teams. Using Catalogs, the team created a consistent internal structure for how A/B tests were labeled, tracked, and compared –without needing to change their data collection setup. Insights were suddenly easier to uncover, with one experiment leading Vattenfall to deliver a 16% conversion uplift and a six figure ROI.
Solution & Results
Solution & Results
Vattenfall compared multiple solutions including Piwik Pro and Google Analytics, to find one that was GDPR-compliant, unified data in one tool and in real-time, and had a user-friendly interface.
After months of evaluation, Vattenfall selected Piano Analytics — the GDPR ready platform designed to handle enterprise scale data. Compliance-aside, the decision came down to three strengths:
Faster decision-making
Piano helped Vattenfall unify their data and track experiments in one place, which significantly sped up experimentation across teams. Using Catalogs, the team created a consistent internal structure for how A/B tests were labeled, tracked, and compared –without needing to change their data collection setup. Insights were suddenly easier to uncover, with one experiment leading Vattenfall to deliver a 16% conversion uplift and a six figure ROI.
"
With a lot of emphasis and visibility on our CXO program, it was important to us to have a tool that connects with external sources seamlessly to improve our work processes. Piano Analytics has enabled us to accelerate our A/B testing and drive a lot of business value from this”
"
—
Anthony Derrick
"
With a lot of emphasis and visibility on our CXO program, it was important to us to have a tool that connects with external sources seamlessly to improve our work processes. Piano Analytics has enabled us to accelerate our A/B testing and drive a lot of business value from this”
"
—
Anthony Derrick
"
With a lot of emphasis and visibility on our CXO program, it was important to us to have a tool that connects with external sources seamlessly to improve our work processes. Piano Analytics has enabled us to accelerate our A/B testing and drive a lot of business value from this”
"
—
Anthony Derrick
Saved time and resources
Reports that once took days to export and analyze in Big Query became visible in one tool almost instantly, which allowed teams to focus on using the experimentation results to inform business decisions, instead of doing operational work.
"Real-time or near real-time was really a big plus to us as opposed to the exports that were available via Google's BigQuery." — Jean-Paul de Rooij
Deepened insights
Vattenfall’s marketing, product, and data analytics teams can now see the entire user journey: how they move between app and web, which journeys convert best, and where friction occurs. Piano's custom properties allow teams to get in-depth insights by channel, brand, or region.
User-friendly for all teams
Piano’s intuitive interface allowed teams to explore data and make more decisions independently, freeing analysts to focus on more complex research.
"What we fell in love with was the UI of Piano Analytics – how straightforward it was to understand the data model and define the data you wanted in the tool." — John Tran
The adoption grew quickly, with more than 120 employees trained on Piano Analytics.
"The questions from the organization have gotten more advanced… so you can focus on more complex analysis and delivering value rather than simply reporting." — Jean-Paul de Rooij
Teams now build and share dashboards in sprint meetings, campaign reviews, and product stand ups, making data a natural part of daily decision making rather than a task only analysts could handle.
"What we see is a lot of people using Piano Analytics in reports. In monthly sprint calls, we see screenshots of dashboards — it goes to show how easy it is to use and adopt in daily practice." — Anthony Derrick
Saved time and resources
Reports that once took days to export and analyze in Big Query became visible in one tool almost instantly, which allowed teams to focus on using the experimentation results to inform business decisions, instead of doing operational work.
"Real-time or near real-time was really a big plus to us as opposed to the exports that were available via Google's BigQuery." — Jean-Paul de Rooij
Deepened insights
Vattenfall’s marketing, product, and data analytics teams can now see the entire user journey: how they move between app and web, which journeys convert best, and where friction occurs. Piano's custom properties allow teams to get in-depth insights by channel, brand, or region.
User-friendly for all teams
Piano’s intuitive interface allowed teams to explore data and make more decisions independently, freeing analysts to focus on more complex research.
"What we fell in love with was the UI of Piano Analytics – how straightforward it was to understand the data model and define the data you wanted in the tool." — John Tran
The adoption grew quickly, with more than 120 employees trained on Piano Analytics.
"The questions from the organization have gotten more advanced… so you can focus on more complex analysis and delivering value rather than simply reporting." — Jean-Paul de Rooij
Teams now build and share dashboards in sprint meetings, campaign reviews, and product stand ups, making data a natural part of daily decision making rather than a task only analysts could handle.
"What we see is a lot of people using Piano Analytics in reports. In monthly sprint calls, we see screenshots of dashboards — it goes to show how easy it is to use and adopt in daily practice." — Anthony Derrick
Saved time and resources
Reports that once took days to export and analyze in Big Query became visible in one tool almost instantly, which allowed teams to focus on using the experimentation results to inform business decisions, instead of doing operational work.
"Real-time or near real-time was really a big plus to us as opposed to the exports that were available via Google's BigQuery." — Jean-Paul de Rooij
Deepened insights
Vattenfall’s marketing, product, and data analytics teams can now see the entire user journey: how they move between app and web, which journeys convert best, and where friction occurs. Piano's custom properties allow teams to get in-depth insights by channel, brand, or region.
User-friendly for all teams
Piano’s intuitive interface allowed teams to explore data and make more decisions independently, freeing analysts to focus on more complex research.
"What we fell in love with was the UI of Piano Analytics – how straightforward it was to understand the data model and define the data you wanted in the tool." — John Tran
The adoption grew quickly, with more than 120 employees trained on Piano Analytics.
"The questions from the organization have gotten more advanced… so you can focus on more complex analysis and delivering value rather than simply reporting." — Jean-Paul de Rooij
Teams now build and share dashboards in sprint meetings, campaign reviews, and product stand ups, making data a natural part of daily decision making rather than a task only analysts could handle.
"What we see is a lot of people using Piano Analytics in reports. In monthly sprint calls, we see screenshots of dashboards — it goes to show how easy it is to use and adopt in daily practice." — Anthony Derrick
What’s next for Vattenfall:
Adopting Piano AI and its natural language querying feature to make insights available even faster. Piano AI allows teams to find and act on data by asking natural-language questions (no SQL knowledge required) in the tool, regardless of their expertise. The feature is rolling out soon.
Connecting Piano dashboards to strategic KPIs to help every team see progress instantly
Continue to create more personalized customer experiences with guidance from Piano’s real-time data integration and custom filters.
Looking Ahead
What’s next for Vattenfall:
Adopting Piano AI and its natural language querying feature to make insights available even faster. Piano AI allows teams to find and act on data by asking natural-language questions (no SQL knowledge required) in the tool, regardless of their expertise. The feature is rolling out soon.
Connecting Piano dashboards to strategic KPIs to help every team see progress instantly
Continue to create more personalized customer experiences with guidance from Piano’s real-time data integration and custom filters.
Looking Ahead
Looking Ahead
What’s next for Vattenfall:
Adopting Piano AI and its natural language querying feature to make insights available even faster. Piano AI allows teams to find and act on data by asking natural-language questions (no SQL knowledge required) in the tool, regardless of their expertise. The feature is rolling out soon.
Connecting Piano dashboards to strategic KPIs to help every team see progress instantly
Continue to create more personalized customer experiences with guidance from Piano’s real-time data integration and custom filters.
"
Our ambition is to move beyond reporting and build a goal-driven culture — where Piano becomes the backbone for measuring success across marketing, product, and customer experience."
"
—
John Tran
"
Our ambition is to move beyond reporting and build a goal-driven culture — where Piano becomes the backbone for measuring success across marketing, product, and customer experience."
"
—
John Tran
"
Our ambition is to move beyond reporting and build a goal-driven culture — where Piano becomes the backbone for measuring success across marketing, product, and customer experience."
"
—
John Tran
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See how Piano Analytics can help your team turn data into everyday action.
Book a demo
See how Piano Analytics can help your team turn data into everyday action.
Book a demo
See how Piano Analytics can help your team turn data into everyday action.
組織全体に、顧客の行動を理解し導く力を。
Platform
組織全体に、顧客の行動を理解し導く力を。
Platform
組織全体に、顧客の行動を理解し導く力を。
Platform