The modern data stack, Case Wirepas

We were approached by Wirepas, a large IoT company that needed help with centralizing their data pertaining to marketing and sales. The problems that they faced were lack of oversight into marketing efforts as all platforms that were used had their own interface and lackluster possibilities for verifying and testing hypotheses. Furthermore, their sales division also lacked clear oversight and insights into how marketing affected sales efforts.

Centralizing data

Previously marketing had been reported through spreadsheets detailing KPI:s from various platforms. Sales had reports through some dashboards in their CRM system but still lacked depth. Even though some analytics were readily available all their systems lacked cohesive oversight and it was time consuming to retrieve necessary information in order to make informed decisions on where value was created.  We set out to create a centralized storage of data that became the single source of truth in the organization.

We started by creating data pipelines that would move all data from various third party vendors and internal systems into a cloud based database that would serve as the only access point needed in order to find out how efforts were going and make projections for the future. The database can be accessed by people needing information and used to construct specific datasets that will serve any purpose with regards to marketing, website, and sales data.

Consolidating data sources

After testing and making sure that the database was fully functioning and automatically being updated with new information we created a basis for analysing marketing and sales funnels. By creating an automatic flow of data transformation numbers were transformed into insights and KPI:s. The transformation in order to create a living source of truth that can be easily accessed and always shows up to date information. It resulted in 3 schemas that included information from when someone saw an ad until someone contacted sales and started a conversation with sales about product fit. The funnel consisted of marketing on a third party platform, that led to people going arriving on a website, contacting sales, and then establishing a conversation where they were being led through a process of finding product fit.

Creating a single source of truth

Through our efforts we created a knowledge base that changed insights from a few numbers in a spreadsheet to in depth analysis of the full customer journey where employees could filter by a variety of factors. This created an understanding of efforts that were nonexistent beforehand and gave employees the tools they needed to better understand what is happening and why. It also created a better understanding of regional differences in marketing and sales so that efforts could be tailored to fit specific customer needs. 

Furthermore, by combining the data retrieved with a rigid KPI framework targets and ways forward became more defined and the possibility to track them in real time every day of every week became possible.

We also know that dashboards are tools that are best served to C-level executives and for weekly meetings. In order to better serve the needs of the various stakeholders we also created augmented analytics that sends push notifications to various stakeholders when a certain criteria has been met. By doing so their marketing and sales team can quickly react to what their customers are currently interested in and better understand what is “hot” right now.

Let us know how we could help you on the journey on becoming truly data driven at hello@sthlmstratlab.se