How Sparkline visualises Conversion Trends with BigQuery

 

You have so much data at your fingertips.  Hundreds of customers actions on your site, masses of data to wade through, and so much to understand beyond just acquisition.  This was the issue faced by our Airline client when they asked us to help them better use their data to understand and visualise conversion trends.

Using BigQuery our client had access to an interactive dashboard that could track a typical 100 customers’ full journey from when they visited the site.  More importantly it allowed our airline client to start to understand how customers were dropping off before converting.  With this tool we were able to dive deeper by date, device and marketing channels.

This was important for our client as it helped them to optimise conversions.  What it really allowed them to do was assess in a practical and quick way user’s engagement beyond acquisition to know where to improve quality and help decision making across teams.

And in an industry that relies on fast moving segments, it allowed our client to solve problems fast. This was mainly through quick access to where users drop off and use different segments to come up with hypotheses for testing, especially when launching a new site.  Report time was reduced from 3 hours manual work to 0 hours increasing efficiency ten fold. This toll ultimately helped the airline’s teams locate problem areas faster and then run deeper analyses to identify root causes. Now that’s the kind of data you want to get your hands on.

15 hours saved with Sparkline’s Innovative Consulting

 

How tired are you of preparing dashboards, manually pushing through reams of data, and trying to get buy in from those who are making the decisions based on your analysis?  You’re not alone. It was these moments of everyday fail, that led Sparkline to help a leading FMCG brand to change the way they were working and use cloud based solutions to better optimise their e-commerce

The goal was threefold. We wanted the FMCG to drive decision- making across e-commerce brands and geographies, reduce dashboard preparation time and make analysis more efficient through automation using Google Cloud Platform and Data Studio

How did we do that?  The Sparkline way of course. Our team of specialists used  scripts to automatically extract data from the data files, transform them into the appropriate data structure, and load the processed data into a BigQuery warehouse. The extracted data was then visualised in a Data Studio aligned to business objectives of the visualisation.

 

What happens when you take a fairly manual and time pushed company and revolutionise the way they use their data?  Preparation time was reduce from 16 hours to under 1 hour. (Read that again until it sinks in) 15 hours saved. Real time data is now available for analysis and manual data analysis has all but disappeared.  Why is this important? The less manual a process, the less error prone it is, making the data analysis more accurate. And the best thing? This solution is completely scalable.

Sparkline listens, finds the solutions and makes sure that the effect has an impact on your business.