dbSeer Advanced Analytics and Data Integration Platform Helps Authority Brands Make Better, More Timely Decisions

Authority Brands enlisted dbSeer to integrate their customer experience and customer-centric marketing campaign data with other richer data sets to deliver superior analytics for managing their business. dbSeer’s team of engineers architected a sophisticated platform to bring current and historical third-party calls monitored and tracked data into a data warehouse so Authority Brands can access detailed analytics.

The Authority Brands marketing team measures the experience of their customers and the effectiveness of their customer-centric marketing campaigns by using 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.

CallCap monitors live calls and assigns call dispositions that identify whether calls resulted in successful opportunity conversion. Disposition data identifies successful bookings as well as non-booked calls. The marketing team can use this data to identify opportunities the call takers (at call centers or in specific franchised locations) could have pursued to derive more successful call outcomes. 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.

Authority Brands approached dbSeer, an AWS Partner to integrate CallCap data with other richer data sets to deliver more advanced 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. Also, they were limited in being able to create and track enhanced metrics, such as "calls answered," "bookable calls," "calls booked," and "calls converted," while comparing franchisee performance across different campaigns and various time periods.

dbSeer architected a server-less data pipeline with Amazon Web Services (AWS) to meet Authority Brands needs. 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.

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 all of the current and historical CallCap monitoring and tracking data into a data warehouse. This platform uses AWS Glue technology to harness APIs and store the results into data lakes. It applies data transformation before saving results into an Amazon Redshift data warehouse for easy reporting. As such, Authority Brands can access detailed analytics--such as, historical trends, franchisee performance, comparisons of marketing campaign bookings/conversions—to make data-driven business decisions. 

dbSeer's targeted solution was carefully devised to achieve the following measurable goals: 

• Secure, Cost-effective Retrieval and Storage of Near Real-time and Historical Data: dbSeer’s use of AWS enables Authority Brands to only pay based on the volume of data used. Data is also securely stored in Authority Brands' data repository, accessible only by advanced analytics tools and authorized users. 

• Timely Data Analysis: 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. 

• Proactive Decision Making: Marketing can directly access data to identify limited capacity phases and take proactive actions to avoid a drop-in bookings or increase in abandonment rate. They can also tailor activities to optimize return on investment based on demand and capacity. Managers can 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. Users can 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. 

• Better Staffing and Planning: Authority Brands can 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. 

• Extensibility: The data mart is available for advanced analytics consumption with Microsoft PowerBI and future analytics tools.
  

As a result of dbSeer's carefully engineered solutions, Authority Brands can 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.