Data Profiling Enables Insight into Consumer Behavior
Sagence’s structured data profiling approach enabled a major online payment systems company to evaluate the customer data tracking capabilities of its legacy and new platforms yielding improved customer behavior insights.
Our client is a leading payment services company that operates globally, with a presence in over 190 markets and 25 currencies around the world. To reduce costs and to enhance their customer behavioral tracking capabilities, the company built its own first party tracking infrastructure (FPTI) to replace their current client-side, third party solution. Although the new platform boasted an ability to collect more robust customer information, many stakeholders across the organization voiced concerns about its impact to current reporting processes. With over 500,000 web pages in production and over 2.0 billion page impressions per month, any impact to existing reporting needs would likely cause inconvenient disruptions to the business that may not outweigh the additional customer information gained from the new platform.
The Sagence team worked closely with the client’s key stakeholders, which included multiple analytics groups across the company, to understand the adoption requirements of the new platform. We performed an audit and profiled data in both platforms to establish a comparison methodology. By matching algorithm and multiple sampling techniques, Sagence identified numerous differences between the datasets. Some of the differences represented errors in the new platform (which were then promptly triaged) while others represented different, and often, improved tracking techniques. We worked closely with the client’s development groups to replicate standard reports that were impacted to measure customer acquisition, activation and conversation rate metrics. Lastly, we held numerous work sessions with the stakeholders to ensure successful adoption of the new, critical data source.
Our client was able to gain broad support for adopting the new platform, which is projected to save the firm more than $2 million annually in licensing fees. Additionally, the firm now leverages the new platform to gather deeper insights into customer behavior across its active user base of 100 million accounts.