The Customer
Founded in 2018, Authority Brands is North America’s premier home service franchisor. With more than $1.5 billion in revenue, they offer their growing network of 1,200+ franchise owners across the USA and Canada marketing services, cutting-edge technology, best-in-class training, and strong operational support. Their family of home service franchise brands are industry leaders who provide customers world class home services from the property line to the roof line.
The Opportunity
The Authority Brands marketing team wanted to objectively measure the experience of their customers and the effectiveness of customer-centric marketing campaigns. To achieve this goal, they used various tools and third-party applications including CallCap, which offers a range of monitoring tools for tracking calls.
Authority Brands uses unique phone numbers in their marketing campaigns to track campaign effectiveness. When a customer or prospect calls a franchised location, the dialed number is captured and can be traced to a specific campaign. A third-party call tracking provider, CallCap, live dispositions each call to verify if it resulted in a successful conversion. This provides data on not only successful bookings, but on non-booked calls and allows the marketing team to identify areas by which the call taker (at a call center or in a specific franchised location) could have handled a call differently. Authority Brands integrates CallCap’s tools with other data sources within their system, such as franchisee data and overall budgets, to gain additional insight into the effectiveness of marketing campaigns.
Integration of Third-party Call Data for Improved Analytics
Authority Brands approached dbSeer to integrate CallCap’s data with other richer data sets to deliver superior analytics for managing their business. The challenges they faced were two-pronged:
- The amount of time it took to upload, export and share large data files was inefficient, and the operations team received updates only on a weekly basis, which hindered timely decision-making.
- There was a need to create and track advanced metrics, such as “calls answered,” “bookable calls,” “calls booked,” and “calls converted,” while comparing franchisee performance across different campaigns and various time periods.
The Solutions
Although CallCap provides an API interface to retrieve daily call center information and metadata related to each call (campaign and location/ franchisee), dbSeer architected a sophisticated platform that brings current and historical CallCap call monitoring and tracking data into a data warehouse. As such, Authority Brands can now access detailed analytics–such as, historical trends, franchisee performance, comparisons of marketing campaign bookings/conversions–to make data-driven business decisions. What’s noteworthy about dbSeer’s solution is that it:
- Uses serverless architecture for data transformation–this scalable solution requires no infrastructure management and bills only for resources used while running
- Enables use of Amazon Web Services (AWS) glue technology to harness APIs and store the results into data lakes
- Applies data transformation before saving results into Redshift DW for easy reporting
Secure, Cost-effective, Extensible, and Timely Analytics
dbSeer’s targeted solution was carefully devised to achieve the following measurable goals:
- Secure and cost-effective retrieval and storage of near real-time and historical data
- dbSeer designed a well-architected, server-less data pipeline with AWS Cloud, which enables Authority Brands to only pay based on the volume of data used.
- Data is securely stored in Authority Brands’ data repository and accessible by advanced analytics tools and authorized users.
- Extensible solution
- Data mart is available for advanced analytics consumption with Microsoft PowerBI and future analytics tools.
- Timely data analytics
- CallCap current and historic data is routinely validated for integrity and integrated with existing franchisee data into dashboard reports. Local operations teams can view key performance metrics, quickly assess campaign effectiveness, identify trends and patterns, evaluate how results compare to other franchisees, and make operational decisions based on timely data.
We were happy with how the entire project went. dbSeer was able to figure things out on their own, which made things a lot easier. We were surprised at how much the team was able to do on their own, without our involvement or hand-holding. They used existing information to derive how it would be pulled in through the API and put into reports.
~Christa Nebbeling, VP of Marketing Operations
The Results
As a result of dbSeer’s carefully engineered solutions, Authority Brands can now:
- Allocate more time to analyzing near real-time data and managing the business rather than manually compiling reports that are outdated by the time they are published
- View top KPIs at-a-glance (such as, bookable calls, booked calls, conversion rate, and cancellation rate) and monitor over 17 different metrics through our Microsoft PowerBI powered advanced analytics solution
- Slice and dice data points across time periods for different brands, locations and campaigns to thoroughly evaluate each franchisee and stimulate immediate operations-related decisions. Examples include:
- Directly access data – to identify limited capacity phases and take proactive actions to avoid a drop in bookings or increase in abandonment rate; marketing can tailor activities to optimize return on investment based on demand and capacity.
- Pinpoint opportunities – for training at specific franchise locations.
- Identify issues – such as shortage of technicians, and empower local franchisees to make better staffing decisions to maximize revenue and profits.
