Audience Analytics Project

About the Company

Insider is a digital experience delivery platform for marketers.

Accessible from a unified data engine, Insider enables marketers to leverage personalization, predictive segmentation, and real-time technologies to boost loyalty and digital growth.

Insider is a technology company with offices in London, Moscow, Singapore, Dubai, Warsaw, Istanbul, Kuala Lumpur and Jakarta. Insider was listed as one of Europe’s 100 Hottest Startups in 2016 by WIRED Magazine, featuring European startups that are having an impact.

Helping the world’s leading brands grow beyond the speed of customer expectations, Insider is trusted by over 200 businesses across various industries.

Project/Feature Definition

Marketers often struggle to effectively understand their audience segments in Insider currently. We have collected and stored numerous valuable customer data in our dynamo DB but as of right now, we cannot give the right visualizations and computations to make those raw data insightful.

Marketers would like to be able to answer some of the following questions related to the segment they are creating:

1. How valuable is this specific segment? Is this segment healthy?
2. Are we over-communicating messages to this specific segment?
3. What is the proportion of users per device, channels, known vs unknown in this segment?
4. What are the top actions people are taking in this segment?
5. How does this segment compare to other segments?

Success Overview

Launched the Audience Analytics page, realizing the MVP adoption success, having 5 active enterprises getting to use the page, contributing Insider a $50K MRR deal average.

Potential Deal sign-offs: $300K/yr for +10 Businesses.

Designs