Full-Funnel Analytics Solution for India's leading diagnostics company

Background

A leading diagnostics provider in India, operates 190+ laboratories and 4000+ collection centers nationwide. With over 100,000 daily inquiries and 10,000 daily blood test reports, the brand generates vast amounts of marketing and sales data. This includes data from online marketing channels, call center logs, and offline collection center transactions.

Challenges

Previously, faced several issues:

• Lack of Centralized Reporting: Different teams created separate reports, leading to mismatched attributions and incorrect team reports.
• Budget Spillovers: Inefficient data handling resulted in overspending.
• Incorrect Targeting: Misaligned reports affected marketing targeting.
• Manual Reporting: Reporting was time-consuming and resource-intensive.

Solution

We conducted a comprehensive audit of the brand's reporting system and implemented a full-funnel analytics solution to streamline and centralize reporting.

1. Data Collection: Gathered data from multiple sources: Google Ads | Meta Ads | Google Analytics | Brand’s LMS |Call Center Logs | Collection Center POS Data
2. Data Preparation: a) Data was sanitized and prepared using Python and Pandas. b) Stored in Google Cloud for efficient access and processing.
3. Reporting and Analytics: a ) Visualization: Connected Google Cloud to Google Looker Studio. b) Reports Created: Generated comprehensive reports covering: Channel performance | City and demographic insights | Marketing effectiveness | Sales performance | Overall analytics. c) Report Types: Included both graphical and tabular data representations.
4. Automation: a) Data Handling: Automated the process of fetching, preparing, synchronizing, and representing data using cloud servers. b) Reporting: Automated report generation and scheduled daily update emails to stakeholders.

Outcome

The new full-funnel analytics solution provides a single-window view for all the departments, eliminating the previous issues of mismatched reports, budget spillovers, and incorrect targeting. The automated system saves time and resources, ensuring stakeholders receive timely and accurate updates.

This solution enhances data-driven decision-making and optimizes marketing and sales strategies for the brand.