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How DogBuddy Uses Looker to Unleash Their Data
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Consumer Goods
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
- Supply Chain Visibility
Services
- Data Science Services
The Challenge
DogBuddy, an online dog-sitting and home dog boarding community, generates a torrent of data about the parties on both sides of the transaction—owners and sitters—as well as particulars about the dogs. Add to that the enormous amount of clickstream data coming from the website, the app, and online ad campaigns, and you’ll find a potential business intelligence headache as well as a rich lode of potential insights. The marketing team struggled to make sense of reports from disparate data sources that couldn’t always be combined, often with different metrics for each data source. This created a barrier to building consensus about what was or wasn’t working well in ad campaigns. Delays in getting the data also impacted the team, because they often had to wait for the technical team to assist in building reports for them, and because the reports came in fixed, manual formats like Excel, it was hard to share data in meaningful ways.
About The Customer
DogBuddy is Europe’s leading online dog-sitting and home dog boarding community. Founded in 2013 in London by CEO Richard Setterwall, this AirBnB-style marketplace puts approximately 600,000 dog owners in touch with more than 30,000 trusted, reliable dog sitters in the U.K, Spain, Italy, France, Germany, Sweden, and Norway. Whether an owner is going to be out for an afternoon or traveling for weeks, DogBuddy can fill the gap with everything from dog walking to home dog boarding. Owners use a web browser or a mobile app to schedule, book, and pay for services, which include liability and veterinary insurance for sitters along with a 24/7 emergency veterinary care line for expert advice. In addition, free photo, video, and GPS-tracked “walkies” of a dog’s activities are available to reassure fond owners that their canine companions are not just in good hands, but actually having fun.
The Solution
DogBuddy implemented Looker to transform their marketing team's approach to data. Looker provided a single source of reliable data that was easy for non-technical team members to use, with drill-down access to essential details. The platform allowed the team to view data from multiple sources, providing insights that were previously unavailable. Automated reporting removed latencies from the process, allowing the team to be much more agile. The marketing team was able to use dashboards, ask innovative questions, and drill down to get the details they need. The implementation of Looker also led to a cultural shift from data confusion to data confidence.
Operational Impact
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