Hi, I’m Andy Pickup, Head of Systems and Data at SayHiya. I’ve spent over a decade working in the finance sector, building data systems and solving complex problems. Today, I want to share my journey at SayHiya, the challenges we’ve faced, and how The Data Refinery has been instrumental in helping us overcome them.

Meeting a Critical Need at SayHiya

At SayHiya, our mission is clear: we’re here to help underserved customers who often struggle to access credit. In the UK, 9.5 million people can't afford to replace essential technology like TVs, fridges, or washing machines. We offer pay-weekly rental options to families, ensuring they can access what they need, even when traditional financing isn’t available.

This mission is incredibly rewarding, but it also comes with significant challenges, particularly when it comes to harnessing data to ensure we’re reaching and assisting those who need it most.

My Journey in Data Management

I’ve been working in data management for quite a while now, primarily in the finance sector. My career began in an era where SQL databases and Kimball-based warehouses were the norm. Back then, we focused heavily on building structured, on-premise data warehouses to support business intelligence. It was a different world, one where the tools and strategies were much more rigid.

Around 2012, I started noticing a shift as more platforms moved online, leveraging APIs and cloud technologies. The traditional tools just didn’t support these new needs without massive customisation. It was clear that the data landscape was changing rapidly, and I knew I had to adapt.

When I joined SayHiya, I was determined not to rely on the old ways of doing things. We needed a solution that could handle a wide variety of data types—structured, unstructured, and third-party—and do so in a way that was both scalable and cost-effective.

Balancing Innovation with Practicality

One of the biggest challenges I faced was balancing the need for a robust data architecture with the limited resources available. Initially, we considered hiring a team to build a custom solution, but that would have cost at least £500,000—a figure that just wasn’t feasible for a start-up like ours.

With only one person on the team—myself—I knew it was crucial to find a cost-effective solution that allowed us to quickly derive insights and drive profitability. My experience had taught me that the key to success lay in leveraging modern data tools without overcomplicating the tech stack. I’d seen how easy it was to get bogged down in building overly complex systems in previous roles, and I was determined to keep things lean and focused at SayHiya.

The Search for the Right Tool

One of the significant challenges we faced was ingesting and modelling data from various marketing channels—Meta, Google Ads, and Google Analytics—into our CRM. We initially tried using HEVO, but the way the platform manipulated the raw data wasn’t helpful at all, I was still spending time referencing vendor API documentation to understand the structure. We needed a tool that could standardise the process without adding unnecessary complexity.

This search eventually led us to The DataRefinery, which has been a game-changer for us.

Why The Data Refinery Was the Right Choice

The Data Refinery addressed several of our key challenges right out of the gate. First and foremost, it helped us reduce costs by over 20%, replacing HEVO and lowering our Snowflake processing costs. Beyond just saving money, The Data Refinery drastically reduced the time I spent on data ingestion, freeing me up to focus on analytics and adding value where it really matters. In fact, it saved me about 90% of the time I would have otherwise spent on the project.

But the benefits didn’t stop there.

More Than Just Cost and Time Savings

The support and consultancy offered by TheData Refinery team have been invaluable. They brought in best practices from working with multiple clients, which helped us avoid common pitfalls. The platform also came with a suite of dashboards and reports right out of the box, which made it incredibly easy for us to get up and running quickly.

One of the standout features for me has been the audience builder and reverse ETL capabilities. These features are vital for our marketing efforts, enabling our teams to self-serve without relying heavily on IT. It’s exactly the kind of flexibility we needed.

Ensuring Security and Accuracy

Security and accuracy are top priorities for me, and I’m pleased to say that The Data Refinery met all our security requirements. The platform’s accuracy was equally impressive—during my reconciliation testing, it achieved 99% parity in the matching algorithm. The 1% disparity was easily explained by data changes and differences in extraction from Google, so I’m very confident in the results we’re seeing.

Would I Recommend The Data Refinery?

Absolutely. If you’re in marketing, operations, or a technical role, The Data Refinery is the right team to work with. They’ve transformed the way we handle data at SayHiya, allowing us to focus on our core mission—helping those who need it most.

Final Thoughts

My journey at SayHiya has highlighted just how critical effective data management is in modern business, especially for start-ups. With the right tools, even the most challenging data landscapes can be navigated effectively, driving insights that lead to real-world impact. For us, The Data Refinery has been that tool, enabling us to continue our mission with greater efficiency and insight.

 If you'd like to read more about how we have done it, find Say Hiya's Case Study here.