In the first few years of setting up a business, there are so many things for a fledgling company to think about – hiring, managing cashflow, growing sales to name a few. The notion of analysing their customer data from the outset by making sure they have the right measurement tools and processes in place can appear just too daunting or is unlikely to register as a priority. However, taking steps at this early stage in a company’s development to get data analytics right can pay dividends and avoid a lot of headaches further down the line.
As a start business, GoBear had the foresight and engaged the technical and analytical support from analytics consultancy Sparkline, to enable them to get it right from the outset.
Sparkline helped GoBear in building dashboards and setting up Google Analytics Premium to gain deeper insights on user behaviour on the GoBear website.
Launched in early 2015, GoBear is an insurance search engine that allows users to browse for car, travel and health insurance via price and usage. It does not sell insurance directly – users are automatically transferred to the insurer’s or agent’s website to make their purchases. GoBear is headquartered in Singapore and its team has been chosen based on experience, knowledge and ambition to actively transform the process of online shopping by offering a fast, concise and coherent comparison of car and travel insurance plans.
Headed by Andre Hesselink, this free service compares hundreds of insurance policies, providing users with a transparent and unbiased comparison of prices, coverage and other policy features in just a few seconds.
GoBear realised that Singaporeans were not just interested in the cheapest plan, but the plan that represented the best value for their needs. This, coupled with a user-friendly site (both on mobile and desktop), is the heartbeat of GoBear’s vision and strategy. The mobile and tablet-friendly GoBear platform allows users to compare the car and travel insurance offerings of a variety of companies and then purchase the chosen plan, all on a single platform. Some of the insurers on GoBear’s platform include Citibank, UOI, MSIG, QBE, NTUC Income and Great Eastern to name a few.
Having worked in previous online ventures for many years, Hesselink was already aware of the importance of data analytics to the growth of the GoBear business.
However, there was a recognition that greater customization of their analytics capabilities was necessary to ensure a positive online experience for customers from the outset, particularly as purchasing insurance online is still a new concept for many Singaporeans used to buying insurance through a physical broker.
To help them develop the level of customization required, GoBear brought in the team at Sparkline. Sparkline implemented Google Analytics Premium as the central analytics platform to provide a greater understanding of customer behaviour and preference. The implementation was customised to align with GoBear’s key business objectives.
Sparkline then created a customized dashboard for GoBear, built on top of the Google Analytics Premium (GAP) API, simplifying the monitoring process and enabling the team to analyze customer behaviour as they navigate through the site.
The dashboard provides a visualization of how users are interacting with the GoBear website and which areas of the user experience require attention.
What began as an engagement for Sparkline helping GoBear to implement Google Analytics Premium, grew into a consultancy which helped GoBear leverage actionable insights from the data to improve customer and business intelligence.
As a result of having access to Google Analytics data and dashboards, GoBear now has insights into how users are interacting with the site, thereby offering GoBear users an even more enriched experience.
The dashboard provides the GoBear team an overview of the key metrics, with presentation customised to their business model, that has helped in quicker and more relevant decision making.
As a company that’s based online, understanding user data is a key component in our business in order to get insight into what our users want, and how we can improve to help them even more efficiently. Sparkline has been integral in supporting our growth.
Andre Hesselink, CEO