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.