Marketing activities ROI measuring automated system – “ROI 2”
Pkt.pl, Piotr Dębski – CMO
Da Vinci Studio Felski i Polak sp.j.
1 month analysis
6 months construction
2 months testing / amendments
still – tools development
Pkt.pl was during the change of ownership. Therefore, their were in the following position:
1. A lot of tools and technology solutions, including those to which, because of the change of the ownership, customers no longer have access.
2. One of the solutions, which has already been functioning, was system ROI 1. It was far from perfect tool, but working. It was showing the value to sales department and the customers. The solution was becoming increasingly important from a business perspective.
After analyzing and creating a list of requirements, it turned out that the development of the current tool from the technology and cost point of view, did not make sense. A decision was made to create ROI 2.
“A tool for measuring the effectiveness of the solutions, that we offered to our customers, has exhausted its potential and there was no possibility of its further development. Therefore, we started looking for a company that would create a satisfying solution. Thanks to the referrals from the market, we have found a software house – Da Vinci Studio – it was a very important partner in this project” – Peter Dębski.
Migration and development of a bespoke search, data aggregation, data presentation engines, etc.
Pkt.pl operates on the IT market. Supports its customers also in marketing activities by increasing their online “visibility”. Therefore, needed a tool to measure the effectiveness of operations of the Pkt.pl for their customers. Therefore a tool to gather information about the effectiveness of marketing campaigns and business efficiency.
“The tool generates data that for me as a manager are of great importance. I get holistic information for specific customers, markets and industries. Thanks to efficient data processing, and transparent form of their presentation we can effectively modify our offer to ensure maximum satisfaction of our customers.” – Peter Dębski
“The customer is introduced to an search engine on-line (www.pkt.pl) along with information about his business. When someone is looking for information for a product or service, our customer is presented in the search results. By creating ROI 2, it was not only about collecting analytical data but, above all, to see the effects of the investment in search engine www.pkt.pl. From our dealers’ perspective, it was important to monitor the actual performance of a client’s announcement so optimization of the marketing activities for the entire period of the cooperation is possible. Example: if we talk to a carpenter, the average transaction: 800 PLN, margin of 50%, of these 800 PLN is 400 PLN earned. After entering these data and analysis of sales campaigns, we calculate the magnitude of potential business can do with us. Calculated conversions are based on current data and research conducted on our users by Gemius. According to the results customers of our customers buy, in 50%, after visiting our website, and conversion of the business investments repeatedly exceeds the value of the investment in advertising solutions. ROI 2, shows a number of useful data: Advanced statistics, keywords’ analysis, shows the position of the competition.
Moreover, the tool integrates data not only from pkt.pl but also from website statistics, PPC campaigns, and Google Analytics. Seller can generate a personalized report and present to the client.” – Peter Dębski
What interesting UX solutions and technology have been used by the DVS?
“The project for PKT was preceded by a long functional analysis. Analysts at Da Vinci Studio spent nearly 50 hours on interviews with the client’s employees, conducted several teleconferences regarding technical arrangements and spent hundreds of hours on creating functional mock-ups.
To integrate have been given a lot of internal databases and data from Gemius, SEO extracts and Analityc’s data.
Such large number of data necessitated a very thoughtful and ergonomic interface. As the main users were low-skilled consultants and telemarketers, a group of high rotation factor with a small amount of internal training, we have been forced to give up some of the more difficult to interpret charts, eg. radar and more sophisticated financial indicators.
After initial functional mockups we started putting together graphical templates – three different proposals were created. After the approval of one of them, the designers drew up more than 30 page designs for individual parts of the system.
To this day, this project is the largest and most complex database interface which was built in DVS “
Maciej Felski – UX GUI- Graphic user interface.
“The team at its peak had 8 members of the development team, and with SCRUM we were able to effectively manage time, keep track of the progress of the production, respond to requested changes and maintain the high quality of the code. SCRUM also facilitated the work and reduced the number of meetings and discussions needed to minimum.
All the database queries (and in fact already processed results derived from this data) are being cached using Redis. We have a sophisticated system of cache validation that we have developed. All users’ actions are logged (we use Elasticsearch). We are integrated with LDAP used by PKT, so the administration team can manage the system user accounts easier.
Database – MS SQL; on one hand, it has been imposed on us by the client, on the other hand, MS SQL is working well with a large amount of data, which in this project we have plenty. Every month we import to the system gigabytes of data. MS SQL provides a quick and efficient processing of these data.
Backend – PHP + Symfony 2 – Symfony as the leading PHP framework has given us the freedom and flexibility in building the application, the center of which was the domain of the client. Share with it libraries allow quick building of a REST API and its architecture is conducive to tests writing. Thanks to that we have significantly reduced the number of errors detected in the production system.
Frontend – AngularJS, Grunt, SASS – on the front-end we have used AngularJS framework to build a SPA (Single Page Application). Due to the very large amount of information presented in the application, this model proved to be great. Consultants receive the most important information first, and lower priority data are being reloaded in the background.”
Maciej Grajcarek – Technology
The role of Da Vinci Studio.
Understanding the business needs and creating optimal, in their implementation, tool. Additionally database integration and creation of a graphical presentation. Currently, DVS maintains and develops the tool.
What convinced Peter Dębski to cooperate?
“Competence, experience and guarantee to deliver the solutions within the given time frame, while maintaining the quality. Personal charm. Decent price. We were moving in a project triangle: price, quality, time. Da Vinci Studio inscribed in the triangle with the maximum efficiency.
For me it was also important to have a partnership relation. Simply speaking, “they have grown into our work culture.” I think it was a guarantee of the success of this project.” – Peter Dębski