SaaS company selling online courses KPI tracking improved decision making with 6x ROI
Industry
SaaS, E-commerce
Function
Sales, Marketing, Operations
Technology
Location
United States
Company Overview
Our client, a California-based e-learning platform, offers a diverse range of online courses to a global audience. They sought to transition from intuition-based decisions to data-driven strategies to foster business growth.
The Challenges
The client faced several challenges:
- Fragmented Data Sources: Data was dispersed across marketing platforms (Google Analytics, Facebook Ads, Google Ads, Bing Ads) and operational systems (CRM databases, payment processors), hindering comprehensive analysis.
- Lack of KPI Tracking: Without clear key performance indicators (KPIs), measuring success and identifying growth opportunities was difficult.
- Data Integration Issues: Combining various data sources into a unified data warehouse posed significant technical challenges.
Our Approach
SR Analytics implemented a comprehensive solution:
- Data Audit and Integration:
- Assessed existing data sources against business requirements.
- Consolidated data into Microsoft SQL Server, establishing relationships to reflect the complete customer journey from brand awareness to product engagement.
- KPI Development and Visualization:
- Collaborated with the client to define essential KPIs.
- Utilized Microsoft Power BI to create interactive dashboards for real-time monitoring of critical metrics.
- Strategic Recommendations:
- Product Life Cycle Analysis: Identified courses with declining engagement, recommending targeted discount campaigns to rejuvenate interest.
- Course Quality Assessment: Analyzed student interactions to pinpoint courses with low engagement, guiding content improvement efforts.
- Product Bundling Insights: Examined purchase patterns to suggest effective course bundles, enhancing value for students and increasing sales.
The Results
- Significant ROI Increase:Achieved a sixfold return on investment through data-driven decision-making.
- Improved Course Performance:Enhanced course offerings based on data insights led to higher student satisfaction and retention.
- Optimized Marketing Strategies:Data integration enabled more effective marketing campaigns, improving customer acquisition and retention.
