Driving Client Retention with 3 KPI-Driven Reports from 1.5B+ Rows of Data
Verisk Marketing Solutions (VMS, formerly Jornaya) had very little published in terms of product analytics available for their external clients, as well as internal stakeholders, that satisfied the key questions they had about the products. Additionally, VMS knew they were sitting on a gold mine of consumer insight data that, if leveraged properly, could truly illustrate the uniqueness and power of its data to help drive thought leadership conversations that could lead to sales.
Challenges
How can we create external analytics that answer key client questions and keep them engaged?
What can we do with our untapped data to display the uniqueness of our product within the market and drive thought leadership content?
Key Results
Created 3 visual reports that (1) are regularly distributed via weekly emails, (2) power thought leadership content, and (3) are available in a web application to 100+ B2B clients.
Designed and implemented 3 individual ETLs of 1.5+ billion lines of data to create previously missing critical insights for customer success, sales empowerment, and product monitoring.
Created business-user enablement materials, recorded demos, and technical documentation for complete, smooth transition.
Value to Business
Customer success managers and the sales staff were now utilizing the analytics to drive their conversations with existing customers and leads, to help them understand how they could obtain the most out of VMS’s data products. Time spent conducting custom analysis requests was dramatically reduced, and both external and internal stakeholders were analyzing the product success in the same way.
Through talking with the stakeholders, we identified the 2 most critical products that could benefit from analytics, and worked with the teams to determine what were the true “KPIs” externally and internally, and ideas for how they could utilize their data to display unique “industry insights”. For each project, we developed ETLs scalably and flexibly aggregating billions of rows of data, enabling future changes to the data for the reports as desired. Each of the resulting datasets were built into reports displaying around 50 KPIs across each report, and each report was distributed to clients on a regular basis through subscriptions, thought pieces, and/or the company web application.