Synopsis
Fastloop’s long-term partnership with Co-operators focuses around marketing analytics, helping shape the company’s marketing strategy and operations empowered by quality data.
Highlights
16,000 person-hours saved annually
Accomplished by simplifying data acquisition and reporting.
Quicker, data-driven decisions
With increased understanding of customer journeys and marketing channels, the team is able to take a more agile response.
Enhanced data security
Customized dashboard access gave Co-operators enterprise governance & management capability based on user roles.
Challenges
The Co-operators’ Digital Marketing team faced inefficiencies in accessing and analyzing Google Analytics data.
Core challenges include:
Without standardized reports, the company relied heavily on manual data compilation that took extensive time that pulled employees away from other high-value tasks.
The need to involve other departments in pulling necessary data reports led to delays that made it challenging to monitor conversion rates and campaign performance.
Without automated systems in place, there was a lack of insights being generated based on data. Systems that produce these could augment the existing strategic work of the marketing team.
Solution
Fastloop’s solution provided the Co-operators marketing team with self-serve, real-time access to data through interactive Looker dashboards, centralizing reports and eliminating the need for manual data processing.
Key components of the solution:
- Fastloop developed an automated and optimized data integration between Co-Operators’ data across Google Ads, Google Analytics, and Google Search Ads 360 and Google Cloud Platform’s BigQuery.
- Data modelling and dashboard creation is powered by Looker, providing key metrics at a glance, so that the marketing team could independently monitor campaign performance and website engagement.
- By pulling all data into one centralized place, campaign and organization-wide reports can also be created without the need for manual processing.
Tied marketing data and KPIs to core business KPIs
Adopted a hierarchical marketing KPI framework using first-party data and models to create insight-driven segments, aligning channel-level marketing analytics with core marketing KPIs and executive-level KPIs.
Enabled self-serve, funnel-level analytics
Dashboards were created in Looker for Google Analytics 4 and Google Search Console with tailored audience metrics to deliver granular performance insights.
Unlocked advanced analytics with machine learning
Implemented churn prediction and propensity models to drive behavioural forecasting and decision-making.
17 users trained
Provided hands-on user training for seamless handovers.
Results and Impact
Fastloop delivered a self-serve analytics solution that significantly reduces their reliance on manual data handling and cross-departmental assistance.
After working with Fastloop, Co-operators now have immediate access to data-driven insights and enhanced marketing effectiveness that led to more informed strategies and improved customer experiences.
The Fastloop team’s been fantastic at meeting our needs. They’ve been very accommodating and they’re really good at following up. I really appreciate them and the work that they do.
– Xiaobo Liu, Digital Analytics Manager, Co-operators
Why Fastloop.ai?
Fastloop stood out in the sales process for three key reasons.
Data expertise and mastery of the Google Cloud platform
After being initially recommended by Google, Fastloop was able to showcase their history and experience with the technical challenges at hand. This quickly built trust.
Deep understanding of client challenges and use cases
With part of the working process being a collaborative assessment and prioritization of business needs, Fastloop was able to ensure that they were providing tailored solutions for unique business needs.
Delivering a proof-of-concept
By initially focusing on a smaller-scale proof-of-concept build, Fastloop made sure that the solution actually worked and provided value before taking up more time and resources.
Future Outlook
The success of the proof-of-concept and initial phase of the project paved the way for Fastloop to continue guiding Co-operators along the path to data maturity as part of a continuous service model.
Through this ongoing engagement, Fastloop is helping create an omnichannel experience across the marketing department, call centers, and sales teams at franchises using the benefits of the Google Cloud Platform. This continues to bring more diverse data sources into dashboards to improve the holistic understanding of the sales process.