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 whether 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.

Approach

Our goal was to enhance data visualization capabilities for the client's marketing team, enabling them to track prospects and customers more effectively. We created a dynamic dashboard with visuals, including a comprehensive sales funnel, to analyze the customer journey. The reports can be shared with relevant team members to support data-driven decisions.

1. 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.

2. We then performed comprehensive data quality checks to identify any problems or irregularities that could impact the data's accuracy and integrity.

3. We also provided the sales and marketing teams with training on how to use and maintain data visualization dashboards in Power BI, and we created a report in that serves as a foundation for future enhancements.

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

Results

Improved visibility & decision-making

By implementing the newly developed dashboards, the marketing team gained critical insights into their customer interactions. They can now pinpoint where website traffic originates, how it correlates with sales outcomes, and make strategic decisions based on real-time data and visualizations rather than assumptions.

Enhanced collaboration

The data visualization project fostered better communication between business and IT stakeholders, establishing a framework for ongoing collaboration.

Overall, Agilytic's intervention not only addressed the client's immediate challenges but also set them up for long-term growth: by equipping them with the tools and insights necessary to navigate their marketing landscape effectively, they positioned them for future success.