Lenskart
- 50% decrease
in Analytics
licensing fees
We helped Lenskart reduce their enterprise marketing tools’ licensing fees by 50%.
Industry
eCommerce
Location
India
Solutions
- Adobe Analytics
Results
- 2x reduction in licensing cost by optimising analytics implementation
- 6+ 3rd party data sources integrated
- 5x less time for Adobe Analytics ramp-up.
BACKROUND
OBJECTIVE
Improving data accuracy in Adobe Analytics to boast confidence in data.
The Problem
They wanted to setup accurate measurement for all the product categories to understand how customers are interacting with their products and services.
Apart from owned website and App, Lenskart also works with multiple third party marketing companies to acquire customers. They were looking for a solution to provide a centralized view of all the marketing and sales activities.
Lenskart’s being a fast paced start-up expanded marketing and category teams frequently, they were struggling with ramping up new teams on Adobe Analytics. They wanted to reduce the time new users take to get familiar with Business Dashboards.
What We Did
Prior to Dexata, Lenskart were paying almost twice the actual licensing fee due to wrong implementation.
We helped them to cut licensing fee down by almost 50%.
We started with conducting a GAP analysis for Lenskart. With clear data requirements we came to realise that they are sending lot of extra data into Adobe Analytics. Our consultants migrated the implementation framework to datalayer approach to fix data related issues.
After implementation we conducted multiple workshops for Product, Marketing and Senior Stakeholders to understand the dashboarding requirements. This led to streamlining of requirements and we were able to trim down the number of dashboards consumed by Lenskart team.
In parallel our created custom solutions to integrate various data sources for Paid Media, Targeting, Email, Push Notification and App Acquisitions.
Solutions
- Adobe Analytics
Prior to Dexata, Lenskart were paying almost twice of actual licensing fee due to wrong implementation.
Dhruv Wali
Senior Product Manager, Lenskart
- Utilising the data for internal meetings and reviews
- Optimised positioning of products and services on website
- Create ramp-up documents
- Create a centralised document
RESULT
But we didn’t just stop there…
Post implementation we started seeing good data accuracy and team started utilising the data for internal meetings and reviews. While implementing we also reduced number of server calls which helped them save around 50% of the licensing cost.
Dexata consultants created business dashboards which enabled Lenskart to understand the customers in better way. This led to lot of changes in the way they positioned the products and services on the website.
We also helped them in mapping Adobe Analytics to Business friendly terminology and at the same time created ramp-up documents for the new teams. These changes helped us to bring down the ramp up time to 2 days which was around 2 weeks previously.
Another important area for Lenskart was to create a centralised data source, we created custom integrations for Lenskart to integrate data from various sources. As of now we have around 5+ custom data sources and still working on adding more.
STRENGTH IN NUMBERS
Business Impact
Since partnering with Dexata, Lenskart has experienced a 200% reduction in licensing costs by optimising their analytics implementation.
Reduction in licensing cost by optimising analytics implementation.
3rd party data sources integrated.