Angry Beards

Starting point

Angry Beards have been working with us since March 2025. At the start, they had a data platform that collected data from many systems, but every output took a long time to arrive. A complete and consistent picture of the whole company from a single place was missing.

One data foundation

We began by learning how the company works internally. We then took the platform over and rebuilt it into a modular system that cleans and combines data from all the systems Angry Beards use. For the first time, the company could see its entire data picture from one central place.

Analytics for working with customers

On this foundation we launched analytics. A detailed RFM analysis opened the way to working effectively with returning customers. It was followed by product combination analysis and customer profiling by discounts, gifts and other parameters. We connected the outputs directly to retention tools, namely email marketing and performance tools. Angry Beards could then focus specifically on customers at risk of leaving. The analytical layer was gradually extended with forecasting and a range of reports the company uses to evaluate its own decisions.

Tailored solutions

Some of the solutions were built for a specific need. As part of brand management, we prepared a review of the product portfolio: a strategic analysis with several dozen metrics for segmenting products by their value to the business and to the customer. For the Christmas season, we built a report at very short notice that refreshed every 15 minutes. Right in its marketing “war room”, the team could see the impact of every decision immediately and steer performance based on data. During this period we also brought concrete ideas for new campaigns and website changes. According to the client, these changes increased conversions.

The platform in day-to-day operation

Today the platform serves as both the reporting layer and the context for AI agents, and every day it sends data updates to Angry Beards’ systems. It is the data foundation for websites built on Shoptet and feeds audiences into PPC campaigns on Meta and Google, including creating and excluding them automatically. According to Angry Beards, this has made paid acquisition noticeably more efficient. Because everything sits on a unified data context, new outputs, such as contact lists for targeted outreach, are produced within hours.

AI agents

The latest phase of our work together is AI. The agents have clearly defined roles: translation for foreign markets that preserves the brand’s distinctive language full of double meanings, and copywriting for the Czech market that saves the marketing team time. At the top sits the “AI CEO”, an agent designed primarily for the chief executive. It sees all the data in the data cube and can answer almost any question. All agents work on a single, clean data layer and therefore with the same company context.

Data & technology used