Creating a Big Data Analytics Tool to Optimize Decision Making for True Analytics’ Business Customers

The Wizeline team is very professional. I handed over the requirements, and they broke down all of the tasks and ran the sprints. All the team members knew their responsibilities and highlighted things that I may have missed. I fully trusted the team that I worked with.”

Ampatcha Yu

Senior Product Manager, True Digital

Executive Summary

True Analytics is a division of True Corporation, one of the leading telecommunications companies in Thailand. True Analytics utilizes metrics from its substantial consumer base to create unique consumer insights. The company transforms, anonymizes, and visualizes the data in powerful ways for its business customers to better engage with consumers and prospects.

True Analytics worked with Wizeline to design and develop a SaaS-based visual analytics tool called Digipulse. This market insight solution shows consumers’ digital behavior such as engagement level, application switches, and other insights across multiple websites and applications. Using the product, business customers can get accurate information about the impact of their digital campaigns and their competition.

Read more to see how the design and engineering teams at Wizeline used lean product development principles to help True Analytics bring Digipulse to market rapidly.

The opportunity

True Corporation has a substantial consumer base across multiple platforms and industries such as social media, chat/messaging, banking, automotive, food/grocery delivery, online travel booking platforms, digital advertising, insurance, and real estate. The competitive dataset includes high-accuracy data-point categories such as the number of active users, usage behavior, user engagement data, and so on from reliable data sources.

In early 2019, True approached Wizeline to develop a cloud-based analytics tool, leveraging the data in their organization to create products of value for their business customers. Wizeline’s charter was to create a product that would enable True Analytics to create lightweight, flexible, and easily accessible visualizations for internal and external use.

We conducted a workshop with Wizeline for a week where we studied the product landscape to identify what was missing from the tool. For example, we analyzed a lot of tools on the market like AppAnnie. These tools did not highlight the real usage of the application itself. Many of the available products highlight only the downloads, but True Digital data allows us to see the actual usage.”

Ampatcha Yu

Senior Product Manager, True Digital

The Challenge

Though True Analytics had access to massive amounts of consumer data, they were not fully utilizing its potential. Wizeline had to cleanse, transform, and model this immense amount of data visually, enabling business users to intuitively make data-driven decisions and draw deep insights to understand the organization’s growth and performance.

MVP Release

Wizeline got to work, and by mid-2019, the product’s MVP version, AppInsight, was released. AppInsight was a pure frontend application used to visualize and create charts from uploaded CSV files. The user uploads CSV files, and the application transforms the CSV data into meaningful charts.

True Analytics was very pleased with the MVP release and that the product’s features were exactly what they requested. The company asked Wizeline to fully implement all of the app’s functionalities, including the back-end integration and the data analytics from the big data source.

Phase 1 Release

From uploading CSVs to using Google BigQuery, Wizeline proposed and implemented the app’s solution according to the client’s needs. The SaaS-based application was built on the Firebase Authentication Platform and hosted on Google Cloud. The real-time usage data is sourced from the True Analytics platform and fed to the BigQuery database to be processed, transformed, and modeled. The application then retrieves the refined data from the BigQuery database and processes this refined data to create competitive sets and visualizations.

Building on the success of AppInsights, Wizeline renamed the improved product Digipulse and released it in Phase 1 to True Analytics’ customers. Digipulse:

  • Uses consumer data to come up with deep insights about the current performance and growth of a business and its consumer applications
  • Can give industry-specific insights for the performance of an application against competitors. These insights not only help the organization make concrete, data-driven decisions but also enable the organization to invest resources in profitable business ideas
  • Enhances the experience for users by presenting the usage of data across industries and applications
  • Leverages modern product development methods and cloud-based technologies to create a robust, intuitive, and scalable product

The Solution

Working very closely with True Corporation, Wizeline developed the following SaaS-based application hosted on Google Cloud.

Digipulse is built on the Firebase Authentication Platform. The real-time usage data is sourced from the True Analytics platform. This data is then fed to the BigQuery database after it is processed, transformed, and modeled. Digipulse then retrieves the refined data from the BigQuery database and processes this refined data to create Competitive Sets and Visualizations.

Digipulse Product: Visualization for user transition within an app
Digipulse Product: Visualization for user transition within an app
Digipulse: Visualization of user behavior by date, time, and application
Digipulse: Visualization of user behavior by date, time, and application
Digipulse: Persona 360 visualization for app demographics
Digipulse: Persona 360 visualization for app demographics

Most of the tools in the data market highlight a new or churned customer, but they don’t know the customer journey. Digipulse can show the path of movement for our True customers, including how users are switching between apps.”

Ampatcha Yu

Senior Product Manager, True Digital

Gaining Positive Feedback and Planning for the Next Stage of Development

The Digipulse prototype and V1 received positive feedback from early users, and the team is now mapping out the next phase of work to add functionality based on customer insights. Digipulse expects to capture more of the market after the next stage of development.

"We are adding more competitive datasets to the product. We plan to update the data every week rather than every month and add functionality to filter by customer segmentation, like 'new customer only,' or behaviors like 'high engagement.' In addition, we plan to fully utilize the ‘Customer 360’ feature in the underlying layer to allow users to build their insights based on personas. We will work with Wizeline to build these updates."

Ampatcha Yu

Senior Product Manager, True Digital


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