Empowering SaaS Customers with a Customer Self-Service Analytics Dashboard
The Challenge
In a fragmented luxury industry with countless customizable products, the traditional purchase process relied heavily on high-touch, in-person sales cycles. However, consumer behavior was shifting, and there was a growing demand for online product information before and after retail visits. This consumer behavior change increased the complexity and number of touch points within the marketing funnel and shopping journey. .To address this shift, a subscription-based SaaS platform was developed, combining a Product Information Management (PIM) system with a Digital Asset Management (DAM) solution for product makers to promote theie wares within a consumer-facing marketplace. While the marketplace gained traction, SaaS customers were eager to measure the return on their monthly subscription marketing investment. . Because purchase transaction continued to take place within brick & mortar retail shops, traditional attribution models based on tracking eCommerce purchases were inadequate.
The Approach
We synthesized site traffic and user activity data to address these challenges and conducted qualitative research with makers. This comprehensive approach allowed us to identify two key marketplace site actions that were predictors of purchase conversion and pre-cursor predictive actions. Leveraging this insight, we developed a minimum viable product (MVP) performance dashboard that provided SaaS customers with the necessary analytics to optimize their product assortment and content. Simultaneously, we implemented new customer service training to ensure makers could effectively utilize the dashboard and leverage the insights gained.
The Result
Through discovery, ideation, wireframe development, MVP product launch, and data strategy and analytics, we empowered SaaS customers with a customer self-service analytics dashboard. This solution enabled customers to measure the impact of their financial and human capital investments, even within a multiple touchpoint marketing funnel and shopping journey.By leveraging predictive actions and providing actionable insights, the performance dashboard equipped makers with the tools to optimize their product assortment and content, ultimately driving greater conversions and success in the marketplace. The data-driven approach and improved customer service training enhanced the overall value proposition of the SaaS platform as a marketing platform, solidifying its position as a trusted partner for makers in the luxury industry.
