New In-Depth Reporting Fuels Marketing Funnel InitiativesReporting on user engagement for the first time creates opportunity for new outreach programs and more efficient campaign optimization.
A machine learning and artificial intelligence app capable of identifying 96% of all plant species on Earth, PlantSnap is the leading application for plant identification. Available in over 30 languages, PlantSnap has amassed millions of users around the globe in just a few short years.
Despite such a sizable user database, PlantSnap had poor visibility into user profiles and behaviors. While enjoying rapid growth at scale, their behavioral tracking tools and data analytics schema weren’t designed to offer enough granularity for a global population of users. Despite having previously set up Mixpanel, the way the data was formatted in the tool made it impossible to answer business and user engagement questions. And their revenue generating ad campaigns within their Freemium model didn’t connect to user behavior data, meaning they could review campaign statistics but couldn’t determine behaviors that led to engagement. As a result customer growth, retention and even revenue was challenging to manage.
With their talented engineering team heavily focused on building their product, PlantSnap turned to Mammoth Growth to amplify their internal team’s resources and resolve their data issues to surface better analytics.
“We didn’t have much clarity around what our users were doing before collaborating with Mammoth Growth. After rewriting our data schema and setting us up with new user tracking tools we now have strong dashboard reports to rally around,” explains Eric Ralls, Founder/CEO.
Moving away from MixPanel offered PlantSnap two key benefits. First their new tool was more affordable given the large volume of data PlantSnap collects from its global community. Secondly, it offers marketing communication tools within its platform. These communication tools allow PlantSnap to communicate directly with users through push notifications and emails, without leaving the platform.
With access to better user based analytics, PlantSnap made some surprising discoveries that have impacted how they drive their marketing funnel. For instance the percentage of users taking Snaps was lower than expected. And a surprising number of both freemium and paying users neglected to complete their registration. Armed with new insights PlantSnap has launched a series of new initiatives to improve user onboarding, increase user engagement and convert trial users to subscribers.
With the success of the user engagement initiative, PlantSnap invited Mammoth Growth to create a BI dashboard that unified all their ad campaign data into one place. This involved designing and building a new data warehouse, data pipelines and integrations, data ETLs and a BI environment to support the dashboards requested. The result? For the first time PlantSnap would be able to easily see the performance of their ad programs centralized into a single dashboard that tied to user engagement.
“We needed a world-class BI dashboard on a budget,” shares Ralls. “There was no SaaS solution on the market that was able to link together marketing spend, attribution, and revenue… so Mammoth Growth custom built one that has paid for itself several times over.”
Mammoth Growth delivered a cutting edge, low cost data warehouse that pulled together data from multiple advertising platforms – no small feat given the complexity and scale of the data. This new BI dashboard has become a critical tool for optimizing ad performance.
The overall results have been significant. Not only does PlantSnap now have clear visibility into their own advertising initiatives, but they have transparency into the performance of their marketing partners. This new BI dashboard has already started re-shaping how campaign budgets are spent and how each campaign’s effectiveness is evaluated. The cost savings alone have easily paid for the data warehouse build and will continue to pay dividends as PlantSnap continues to grow.