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