Outdated marketing data and the power of data transformation
The customer:
The customer is a world-class technology company, creating user-friendly collaboration tools for businesses of all sizes. With a market capitalization in the tens of billions (with a B!) dollars, our customer leads the workforce collaboration space, bringing teammates together to share and build on each other’s work - think software for documenting progress, sharing priorities, and storing knowledge gained during projects.
The challenge:
The customer made a strategic decision to begin providing “editions”, or tiers, of their product suite - for example, a Free or Premium edition. This posed a massive challenge to the marketing organization, whose data, reporting, and infrastructure were not equipped to measure marketing efforts or retention in this new context. Edition data would be vital for understanding monetization, upgrade, downgrade and churn activities across the entire self-serve customer base.
The free wave
The inclusion of a free tier would bring a step change in product signups, and make monetization efforts essential.
The ingredients:
The marketing team, in collaboration with engineering, already had a robust pipeline of data available for teams to use. Data sets existed for marketing activities, website behavior, user / web / conversion ID mappings, licenses, and active usage.
Engineering and product teams introduced new, siloed data sets for editions at the conversion and license levels only
Solving the challenge:
A scalable, programmatic solution was needed for the customer’s changing business model.
Stakeholder interviews revealed that edition reporting was critical to marketing campaign
optimization and monetization efforts
Legacy data before the introduction of editions required flexible transformations and
reporting in the absence of edition data
Data modeling consisted of merging and transforming data sources for an enriched data set, with fields introduced for edition upgrades, downgrades, and purchase cycles. Summary tables were created for historical editions movements by customer and license
Legacy Tableau reporting was enhanced with revised edition data, and net new dashboards brought insight to customer upgrade and downgrade behavior
The results:
The result was a transformative understanding of the client’s new business model - leadership could monitor customer take rates by edition, and flows by which a customer upgraded or downgraded. This work also unlocked monetization and churn reduction efforts, by powering the segmentation and analytics for targeted messaging and in-product nudges. Leadership and marketing teams could monitor the efforts of targeting free or standard edition customers, by showing them the value that a higher edition could create for the customer.
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