Table of Contents
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. They used various tools and third-party applications including CallCap, which offers a range of monitoring tools for tracking calls and live dispositions each call to verify if it resulted in a successful conversion.
While this provided valuable data on successful bookings and non-booked calls, Authority Brands faced significant challenges in leveraging this information effectively:
The challenges they faced were two-pronged:
- Manual Data Processing: 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.
- Limited Analytics Capabilities: 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.
Authority Brands approached dbSeer to integrate CallCap’s data with other richer data sets to deliver superior analytics for managing their business. They needed a solution that could process large volumes of call data in near real-time and integrate it with existing franchisee data to provide comprehensive business insights.
This was an opportunity for dbSeer to help Authority Brands transform their data processing capabilities and unlock the value hidden in their call analytics.
The Solution
At dbSeer we believe that technology is intended to serve you and help bring you closer to your impact. We use cutting-edge technologies to help you get to that goal.
We decided to do just that with Authority Brands. 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 comprehensive data warehouse.
AWS Glue became the cornerstone of our data integration strategy, enabling Authority Brands to harness APIs and seamlessly store the results into data lakes for flexible analytics and reporting.
The solution leveraged AWS Glue’s powerful ETL capabilities to automatically connect with CallCap’s API and extract call data on scheduled intervals. AWS Glue ETL jobs were designed to handle the complex task of processing large volumes of call data, applying necessary transformations, and preparing the data for both immediate analysis and historical trending.
AWS Glue’s serverless architecture proved essential for this use case – this scalable solution requires no infrastructure management and bills only for resources used while running. As call volumes fluctuated across different campaigns and franchise locations, Glue automatically scaled to handle the varying data loads without any manual intervention.
The AWS Glue Data Catalog maintained comprehensive metadata about call data structures, campaign information, and franchisee details, creating a unified repository that could handle the complexity of multi-brand, multi-location call analytics.
AWS Glue Workflows orchestrated the entire data pipeline, ensuring that raw call data was processed, validated for integrity, transformed according to business rules, and then loaded into an Amazon Redshift data warehouse for easy reporting and analysis. This enabled Authority Brands to access detailed analytics such as historical trends, franchisee performance, and comparisons of marketing campaign bookings and conversions.
The clean, standardized data from the Glue pipeline was then integrated with existing franchisee data and made available through Microsoft PowerBI for advanced analytics and dashboard reporting, giving both the marketing team and franchise owners access to near real-time insights.
Authority Brands Architecture Diagrams
The Results
By leveraging the power of AWS Glue and intelligent data architecture, we transformed Authority Brands’ ability to understand and optimize their call analytics and franchise performance.
AWS Glue’s automated data processing capabilities successfully eliminated the weekly manual data compilation process, replacing it with near real-time data integration that keeps insights current and actionable.
The impact was immediate and substantial across multiple business areas:
Operational Efficiency: 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.
Advanced Analytics: The marketing team can now view top KPIs at-a-glance (such as bookable calls, booked calls, conversion rate, and cancellation rate) and monitor over 17 different metrics through the Microsoft PowerBI powered advanced analytics solution.
Cost-Effective Scalability: The AWS Glue serverless architecture enables Authority Brands to only pay based on the volume of data used, providing a cost-effective solution that scales with their business growth.
Authority Brands emphasized the transformational impact: “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.” ~Christa Nebbeling, VP of Marketing Operations
Let data drive your franchise success. Connect with dbSeer today to transform your call analytics and unlock operational insights—just like Authority Brands did with AWS Glue.
