Data Crafts

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of analytics at Equifax, a credit bureau. We are mainly a B2B business, but we also have a B2C component. I’m in charge of some analytics platforms and digital analytics on the B2C side.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Data Crafts?

We didn’t have the in-house staff capacity or skills to improve our analytics. We needed consultants with knowledge of a tag management system and the ability to transform business requirements into technical aspects of analytics tracking. We were looking to improve our use of Adobe Analytics.

SOLUTION

What was the scope of their involvement?

The teammate from Data Crafts was a technical and business consultant who improved our analytics and tracking capabilities. They identified pain points on their own, validating the pain points I had identified separately. Beyond that, they helped me understand the technical aspects of what was wrong. They also described some cultural issues that we had; they were informative on several levels. 

They wrote technical specifications for business requirements. For example, if we had a new page on our site and wanted to track how much revenue an action on that page created, Data Crafts would take our requirements and turn them into specifications. They also made recommendations to improve our IT structure and site auditing. 

Data Crafts made a video series explaining the answers to our top 10 questions about our migration from Google Analytics to Adobe Analytics. I plan to share this with my colleagues to help us navigate this year-long transition; it won’t be as pertinent once we’ve removed the old platform.

What is the team composition?

We worked with one Data Crafts teammate and 3–4 teammates from the other vendor involved in the joint venture. 

How did you come to work with Data Crafts?

The joint venture company sourced Lluis (Founder) from Data Crafts as a subcontractor. I didn’t know him before working with him.

What is the status of this engagement?

We worked with Data Crafts from January–December 2022.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Our metric of success was the ability to track whatever we requested. Data Crafts helped us track increased signups for our service and ensure that we complied with government requirements.

Our team expected our technology to work, so the results of our partnership with Data Crafts weren’t extraordinary. I will say that our team really liked Lluis because he was so great to work with. He was originally temporarily replacing a member of another vendor’s team who was away; however, we liked him so much that we decided to keep him on once our other vendor’s teammate returned.

How did Data Crafts perform from a project management standpoint?

Lluis was one of the best people I’ve ever worked with. He was a great communicator, even across time zones; He was in Europe, and I was in the US. He would be available until 1 p.m. or 2 p.m. Eastern Standard Time. We communicated mostly via Google Meet, as well as phone calls and emails.

To manage the project, we used Smartsheets and Jira, which Lluis had minimal access to. We budgeted 10 hours of his time per week for one year, and he always beat our time constraints. Sometimes I would wake up, and he would have completed our requests. He was very thorough; I couldn’t say enough good things about him.

What did you find most impressive about them?

Lluis had an air of confidence about him while remaining humble. I didn’t have to do the thinking for him; I could trust his ideas and solutions, and he wasn’t afraid to tell me if he didn’t know the answer. He was a pleasure to work with.

Also, Lluis said he didn’t like public speaking, but I think he was a great public speaker.

Are there any areas they could improve?

No, I’m completely satisfied. If I were to redo the project, I would apportion more hours to Lluis. It would have been nice to meet in person sometimes, but this didn’t impact our work at all. The time difference prevented us from doing work between 2 p.m.–6 p.m., but this was not his fault; we dealt with it, and it wasn’t a big deal.

Do you have any advice for potential customers?

Use Lluis’s expertise as much as possible because he’s great. Be very specific about your goals so he can help you achieve them. When you’re working with excellent vendors, explain your issue — don’t tell them how to solve it.