Revenue in 9 Markets Was Easy to See. Profit Wasn't. Until Now.
How Altisport learned which countries, channels and products actually make money after marketing, delivery and returns, and why its team now builds its own AI reports on top of those numbers.
9
European markets steered from one profit view
9–10k
Active SKUs judged by product-level profitability
Daily
Cleaned, validated data refresh
30 min
Manual morning report replaced by a self-built AI app
The Challenge
Growing Fast Without a Profit Compass
Altisport is a Czech sportswear and outdoor retailer, founded in 1995, with its own brands (ALTISPORT, KIXMI) and its own production in the Czech Republic. It runs a highly seasonal business: quiet spring months, a pick-up from late summer and a sharp peak around Black Friday and Christmas. It sells through its own web shops in a growing list of countries and on marketplaces such as Allegro and Pepita.
Every new market adds data: another web shop, another currency, another set of ad accounts, other returns patterns. Revenue was easy to see. Whether each country, channel and product actually made money after marketing, delivery and returns was not. Reports lived in separate tools, and the numbers did not always agree.
In short: the business was expanding faster than its ability to see where the profit came from.
The Solution
RAS as the Profit Layer Under Every Decision
Altisport runs on RAS, Stratodata's Retail Analytics System: margin, contribution margin and stock in one model, refreshed daily. RAS connects the ERP, web analytics and every paid channel into a single view per country, channel and product. Stratodata keeps that data clean, so the team can trust it without checking it again.
What Was Built
Sales, returns and margin data from the Vario ERP joined with web analytics and ad spend across Google Ads, Meta and Bing
Contribution margin as the headline steering metric, per country, channel and product
Correct handling of new markets from day one, including country sites with no prior-year history
Ongoing data-quality work: campaign naming normalisation, a single brand layer, clean stock levels
RAS data available directly in Claude, so the team can query it and build their own tools on top
Technology stack
The Breakthrough: Building on a Foundation You Can Trust
Vojtěch, the COO who oversees data and performance marketing at Altisport, starts his day at 4 a.m. He used to spend the first 30 minutes rebuilding the daily sales and margin report by hand. Now he builds his own apps on top of RAS with AI: a daily view of order value and gross margin against the same day last year, split by country, shared with the team every morning.
That only works because the foundation underneath is solid. Anyone can vibe-code a dashboard. The value of RAS is the building material: data that is prepared, cleaned and kept reliable every day, so whatever he builds on top of it gives the right answer.
The Results
Steering the Portfolio on Profit
Altisport now steers its whole portfolio of countries on contribution margin, not on revenue. As it keeps adding markets and channels, each new one joins the same profit view instead of becoming another blind spot.
What changed
- Decisions grounded in data that did not exist in one place before
- Every country, channel and product is judged by the profit it brings, not by revenue. On a daily basis.
- New markets enter the same model straight away, so expansion does not dilute visibility
- The team builds its own AI tools on RAS data, with Stratodata keeping the foundation reliable
- A long-term partnership: Altisport is continuing the cooperation as it plans to enter additional markets and scale the business further
"Thanks to RAS, we can finally run the business on data. We steer our whole portfolio of countries on contribution margin, and every new market we add goes straight into the same view. What we value most is that Stratodata prepares the data, cleans it and keeps it reliable, so our team can build its own tools on top of it and trust the answers. I personally like the fact that I can build what I need on top of the solid data foundation in RAS which I can rely on."
Vojtěch Titlbach
COO, Altisport
Why It Matters
Vibe-Coding Needs Solid Ground
AI makes it easy for anyone in a retail business to build their own reports and apps. That is a real shift, and Altisport is proof of it. But AI tools are only as good as the data under them. If the numbers are wrong, the app just shows a wrong answer faster.
RAS is the part you should not have to build yourself: a retail data model that knows about returns, margins, multiple countries and channels, and is kept clean every day. Build whatever you want on top. If you like to vibe-code your own business apps, data and context are the building blocks. And RAS keeps it reliable for you.
If that sounds familiar, we are worth a conversation.