Building a Complex Business Intelligence Platform Using Big Data
DigitalMara developed a custom analytics tool that provides the client with meaningful insights extracted from big data.
About the client
The client’s sales team actively communicates with visitors to the company’s website through chats. And while they seamlessly accompanied prospects down the sales funnel in the past, converting them into customers, true business intelligence had yet to be implemented.
When the company was ready to take its online sales to the next level, they drew upon the customer communication history accumulated through years of doing business. The sheer amount of data was extensive, and had to be carefully stored, ordered, and analyzed in detail to effectively enhance the sales process.
We tackled this complex business intelligence project by building a module that accumulates meaningful analytical data and presents it in user-friendly reports. Every touch preceding a purchase, including all dialogs, can now be tracked and analyzed, which allows evaluating the performance of the entire sales funnel down to a more granular level.
The all-around chat statistics show which sales agents have been the most productive throughout any given time period. When assessing the efficiency of a particular script, a sales manager can use full-text search across all chats and identify opportunities for improvement.
We introduced conversations as a separate entity, which includes and isolates information about agent/customer interactions. By doing so, a new sales agent can easily meet a customer halfway, and better assist that customer’s path to purchase.
Approach
We began by helping the client answer a specific set of questions about the prospective business intelligence solution. The team then processed their responses and began converting them into technical specifications. Once the specs were approved, we dove right in.
The client assigned a product owner on their side to direct our team. She actively participated in the development process by providing feedback in response to our weekly reports, and pitching in at daily stand-ups and retrospective meetings. This helped ensure that we were leveraging complex business intelligence technologies in the most efficient manner possible.
As is often the case when working with overseas clients, they were quite surprised at how seamlessly our team adjusted to their business hours.
Key features
- Analytical data collection in one place
- Website analytics reports in graphical form
- Sales funnel KPI calculations
- Conversations as a separate entity
- Chat statistics
- Linking particular conversations with successful conversions
- Full-text chat search and language-specific search
- Chat transcript storage space and tools
Results
- The company’s managers are now provided with a complete picture of sales performance, allowing for improvement strategies and accurate forecasts.
- Customer relations can now be tracked every step of the way, analyzed as needed, and implemented as useful training examples.
- Managers can identify the most productive sales reps and present their success stories as best practices within the company.
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