Context and Objectives

A leading real estate developer's marketing team struggled to understand their website visitors' behavior. They couldn't track where visitors came from or determine if website engagement led to sales. This lack of insight made it difficult to make data-driven decisions and created a risk of missed opportunities. The stakes were high — continuing to invest in marketing without measuring its effectiveness meant potentially wasting resources and losing revenue.

For that purpose, we created a dynamic dashboard with visuals, such as a comprehensive sales funnel, to analyze the customer journey. The goal is to share reports with team members who will then be able to take relevant actions.

By fulfilling these objectives, we aim to enhance data visualization capabilities for the client's marketing team, enabling them to track prospects and customers more effectively.

Approach

In the initial stage, we captured and comprehended the client's requirements and data. We identified the source tables in the CRM application and validated both the data definition and scope. This can be quite challenging due to the large amount of data, its complexity, and the need to ensure its quality and relevance.

Then, we performed comprehensive data quality checks to identify any problems or irregularities that could impact the data's accuracy and integrity.

Finally, an iterative process that involves regular feedback and requests from the client has been implemented. This has ensured that their evolving needs are met effectively.

In addition, the sales and marketing team expressed their requirements with the assistance of our data experts. We provided them with training on how to use and maintain dashboards in Power BI, and we created a report in Power BI that serves as a foundation for future enhancements.

Results

By implementing the newly developed dashboards, the marketing team gained critical insights into their customer interactions. They were able to pinpoint where website traffic originated and how it correlated with sales outcomes, leading to more informed marketing strategies.

Key outcomes included:

• Increased Visibility: the marketing team can now track customer journeys effectively, leading to enhanced understanding of marketing effectiveness.

• Improved Decision-Making: With access to real-time data and visualizations, BPI was equipped to make strategic decisions based on concrete evidence rather than assumptions.

• Enhanced Collaboration: The project fostered better communication between business and IT stakeholders, establishing a framework for ongoing collaboration.

Overall, Agilytic's intervention not only addressed our client’s immediate challenges but also positioned them for future success by equipping them with the tools and insights necessary to navigate their marketing landscape effectively.