Massive Insights Inc.

BACKGROUND

Please describe your company and position.

I am the Director, IT of a manufacturer company

Describe what your company does in a single sentence.

We're a leading branded manufacturer, distributor, and marketer of high-quality natural health products. Established in 1922, our brand is Canada's #1 vitamins, minerals and supplements (“VMS”) brand. Our youtheory brand, acquired in 2022, is an established and growing lifestyle brand in the U.S. Combined, these global brands are available in more than 50 countries worldwide. We also offer a variety of innovative VMS products as well as sports nutrition products to consumers in Canada with our Progressive, Smart Solutions, Iron Vegan and Precision brands. We are a participant of the United Nations Global Compact and adhere to its principles-based approach to responsible business.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Massive Insights Inc. to accomplish?

• Integrate SAP data for Tableau reporting
• Maintain high services levels for BI reporting environment
• Implement various BI reporting dashboards

SOLUTION

How did you find Massive Insights Inc.?

Referral

Why did you select Massive Insights Inc. over others?

• Close to my geographic location
• Great culture fit
• Referred to me
• Clear expertise in their area

How many teammates from Massive Insights Inc. were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

1. Project Kickoff and Requirements Gathering:
·       Kickoff Meeting Presentation: A slide deck introducing project objectives, stakeholders, timelines, and initial scope, shared with all participants.

·       Stakeholder Interview Summaries: Concise summaries documenting input from business users, analysts, IT, and executive sponsors.

·       Requirements Document: A comprehensive outline of functional and non-functional requirements, including key metrics, data sources, user personas, reporting frequencies, and access needs.

·       Data Inventory: A catalog of all available and potential data sources relevant to the Tableau reporting environment.

2. Data Preparation and ETL Deliverables:
·       Data Source Mapping: Diagrams or spreadsheets detailing relationships between raw data sources, staging areas, and Tableau data extracts.

·       Data Quality Assessment Report: Documentation of data validation, cleansing steps, identified data gaps, and recommendations for remediation.

·       ETL Workflow Documentation: Step-by-step explanation of extraction, transformation, and loading logic (including SQL scripts and automation tools).

·       Data Dictionary: A centralized reference of field names, data types, business definitions, and calculation logic used in Tableau workbooks.

3. Tableau Dashboard and Report Development:
·       Wireframes and Design Prototypes: Visual layouts of dashboards and reports created using design tools or Tableau itself, reviewed with key stakeholders before development.

·       Dashboard Specification Sheets: Detailed documents listing all charts, KPIs, filters, and interactivity requirements for each report or dashboard.

·       Tableau Workbooks (Initial Drafts): First-pass versions of Tableau dashboards and reports, shared for stakeholder feedback and user acceptance testing.

·       Iterative Development Logs: A log or changelog tracking modifications based on stakeholder reviews, usability testing, and quality assurance feedback.

·       Visual Standards Guide: Guidelines and templates ensuring consistency in color schemes, fonts, layouts, and branding across all Tableau deliverables.

4. User Testing and Quality Assurance:
·       Test Case Repository: A list of test cases validating dashboard functionality, data accuracy, and performance benchmarks.

·       User Acceptance Testing (UAT) Results: Documented feedback from end-users detailing issues encountered, enhancement requests, and test outcomes.

·       Defect and Resolution Log: Tracking of bugs, glitches, or errors discovered during QA/UAT and their resolutions.

·       Performance Optimization Report: Analysis of Tableau workbook speed, data refresh intervals, and recommendations for improving efficiency.

5. Deployment and Rollout Materials:
·       Deployment Plan: Step-by-step guide for publishing dashboards and reports to Tableau Server or Tableau Online, including permission settings and scheduling refreshes.

·       Release Notes: Summary of new features, fixes, and enhancements included in each release cycle.

·       User Communication Plan: Outline of how users will be informed about new Tableau reports, access instructions, and training opportunities.

·       Backup and Recovery Procedures: Documentation ensuring the safety and recoverability of Tableau assets in case of failures or data loss.

6. End-User Training and Documentation:
·       User Manuals and Quick Reference Guides: Step-by-step instructions with annotated screenshots for navigating and interpreting Tableau dashboards.

·       Training Decks and Videos: Educational materials designed to be delivered live or asynchronously, covering key Tableau features and best practices.

·       Frequently Asked Questions (FAQ): A living document answering common queries about the dashboards, data definitions, and tool functionality.

·       Support Contacts List: Names and info for helpdesk, Tableau champions, and report owners available for ongoing support.

7. Maintenance and Continuous Improvement:
·       Maintenance Schedule: Timetable for periodic dashboard reviews, data source validations, and performance checks.

·       Enhancement Backlog: List of requested improvements, prioritized by business value and feasibility.

·       Version Control Records: Archive of workbook versions, including dates, authors, and summary of changes for audit and rollback purposes.

·       Usage Analytics Reports: Tableau usage dashboards monitoring user engagement, most-viewed reports, and areas for optimization.

8. Project Closeout and Final Review:
·       Project Completion Checklist: Confirmation that all deliverables, documentation, and user sign-offs have been completed.

·       Lessons Learned Summary: Analysis of successes, challenges, and recommendations for future Tableau reporting projects.

·       Final Project Report: Comprehensive overview of objectives, deliverables, outcomes, and value delivered to the organization.

·       Archival Documentation: Secure storage of all project artifacts, source files, and reference materials for compliance and knowledge retention.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

Projects delviered on time. 
Budget needed to be adjusted to accomodate internal challenges with specific data elements

Describe their project management. Did they deliver items on time? How did they respond to your needs?

A skilled project manager can make all the difference, and this has truly been the case for our BI projects. With remarkable clarity and unwavering commitment, our project manager guided the team through complex challenges and shifting requirements, always keeping us focused on delivering value. Their ability to communicate vision, coordinate efforts, and ensure every stakeholder’s needs were addressed led to a seamless and successful rollout. Thanks to their expertise and leadership, our BI projects not only met but exceeded expectations, empowering better decision-making across the organization.

What was your primary form of communication with Massive Insights Inc.?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Massive Insights has a very strong bench of skilled professionals that can be deployed to any data related proejct that our organization needs. We find their ability to select the right person for the job to be a real time saver. 

Are there any areas for improvement or something Massive Insights Inc. could have done differently?

N/A

BACKGROUND

Please describe your company and position.

 I am the Chief Experience & Operations Officer of a financial services company 

Describe what your company does in a single sentence.

Our team provides comprehensive financial services and solutions to its members, focusing on enhancing their financial well-being and supporting community growth.

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Massive Insights Inc. to accomplish?

• Utilize a pilot to showcase the value of data-driven marketing & personalization.
• Work with internal teams to advance their journey towards data-driven decision making.
• Provide key learning documents and process improvements to allow internal teams to utilize these techniques in future campaigns
• Utilize a test & learn approach to improve an understanding of members

SOLUTION

How did you find Massive Insights Inc.?

Referral

Why did you select Massive Insights Inc. over others?

• Close to my geographic location
• Pricing fit our budget
• Referred to me
• Expertise

How many teammates from Massive Insights Inc. were assigned to this project?

6-10 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Massive Insights partnered with us to execute a personalized marketing pilot targeting existing members for new mortgages. The pilot provided us with a complete personalized marketing framework, campaign execution, performance insights, and strategic guidance for scaling future marketing automation initiatives. The project was delivery over 4 phases:
Discovery & Design
The project began with comprehensive planning and foundation-setting activities. Massive Insights worked closely with our teams to establish a master work-back schedule, while conducting deep-dive sessions to map customer journeys and develop campaign strategies. This phase focused on understanding our member base, defining data requirements, and creating the frameworks needed for successful campaign execution, including briefing templates and dashboard specifications that would guide the entire initiative.
Development
With the foundation established, the team moved into building the technical and strategic components of the campaign. This involved conducting pre-pilot analysis to understand member segments and create business logic for targeting rules. The development phase centered on configuring our system with the designed segments and customer journeys, while establishing comprehensive measurement plans and testing protocols. Guidance was provided on data governance, system integration, and future data improvements.
Deployment
The deployment phase focused on bringing the campaign to life through careful implementation and execution. This involved configuring creative assets within our system, conducting thorough QA testing, and launching the mortgage pilot campaign across up to three waves. Throughout deployment, the team provided ongoing advisory support to optimize messaging between waves, implement test-and-learn scenarios, and make real-time adjustments to customer journeys based on performance data and strategic insights.
Post-Deployment
The final phase emphasized learning capture and strategic planning for future initiatives. After Wave 2, the team delivered mid-campaign performance insights, followed by a comprehensive post-campaign analysis covering all waves. This phase focused on extracting organizational learnings that could be applied to future marketing automation efforts, while providing strategic recommendations to guide our next campaign planning and development activities.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

• Improved Member Intelligence: Implemented identity linkage and householding processes to better group members and improve precision.
• Structured Segmentation: Developed member segmentation framework enabling more personalized messaging based on financial behavior and demographics.
• Enhanced Project Processes: Identified gaps in project management and business analysis workflows, providing recommendations for better requirements translation to technical teams.
• Performance Measurement Approach: Provided key engagement metrics, conversion rates, and campaign performance to provide improved visibility into results.
• Test & Learn Framework: Created testing scenarios based on segment analysis and email best practices to support ongoing optimization efforts.
• Knowledge Transfer: Conducted training sessions with internal teams to build analytics skills and promote data-driven decision making practices.
• Foundation for Future Campaigns: Established internal marketing automation capabilities including configured Salesforce Marketing Cloud setup with reusable templates, documented workflows and procedures, and hands-on team experience that provides a stronger foundation for executing future personalized marketing initiatives while continuing to build internal expertise.

This groundwork gave our team a stronger foundation for executing future personalized marketing initiatives while continuing to build internal expertise.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Massive Insights demonstrated strong project management throughout the engagement, consistently delivering milestones on schedule and within budget. They maintained proactive communication with our internal project team, providing regular updates and identifying potential risks early to ensure successful milestone completion.

What distinguished their approach was their ability to highlight areas where additional internal capacity or focus was needed, helping us allocate resources more effectively. Rather than simply executing tasks, they took a consultative approach by flagging dependencies and capacity constraints that could impact project success.

Their project management style was collaborative and transparent, keeping us informed of progress while providing strategic guidance on how to optimize our internal processes and resource allocation.

What was your primary form of communication with Massive Insights Inc.?

• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

What impressed me most about Massive Insights was their genuine commitment to understanding our business and operational challenges before proposing solutions. Rather than applying a standard approach, they invested time to learn about our unique context and member base.

Their collaborative style stood out - they recognized our internal team's deep member knowledge and incorporated our insights, creating a true partnership. They also pushed our team beyond our comfort zone, always advocating for what was right rather than what was easy. They identified process friction points and provided relevant industry best practices, helping us move beyond just institutional knowledge to an evidence-based, hypothesis-driven approach. 

The result was a pilot that truly felt like a joint success. We have leveled up our understanding of what it means to be truly data-driven and we're now armed with an organizational capability we can apply going forward.

Are there any areas for improvement or something Massive Insights Inc. could have done differently?

Change management can be challenging, particularly for organizations with long-established, legacy processes and thinking. While Massive Insights did an excellent job working with employees to manage change, there may have been further opportunity to enhance this to ensure project timelines are feasible and establish greater buy-in. This is provided with full recognition that effective change management is a shared responsibility between our organizations.

BACKGROUND

Please describe your company and position.

I am the Marketing Group Leader of Intuit

Describe what your company does in a single sentence.

Intuit is a leading fin tech solutions company. The ProTax group provides professional tax preparers with tax preparation software solutions .

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Massive Insights Inc. to accomplish?

• Develop a holistic methodology to calculate marketing ROI across channels, products, and teams
• Quantify marketing's true contribution to acquisition and retention
• Evaluate channel and product performance based on complete data
• Generate actionable insights to optimize marketing investments

SOLUTION

How did you find Massive Insights Inc.?

Referral

Why did you select Massive Insights Inc. over others?

• Great culture fit
• Good value for cost
• Expertise

How many teammates from Massive Insights Inc. were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

Massive Insights conducted a comprehensive Marketing ROI Assessment that consolidated disparate data sources and developed a robust methodology for calculating true marketing contribution.

Discovery-Design 
• Conducted stakeholder interviews and artifact assessment
• Assessed current attribution methods and measurement challenges
• Documented the end-to-end customer journey and marketing touchpoints
• Created a framework for ROI measurement incorporating value, cost, marketing recognition, and data infrastructure

Development
• Evaluated multiple attribution methodologies
• Designed an LTV-based approach to capture the full 3-year value of new customers
• Created algorithms to reallocate "unknown" channel revenue to known marketing channels
• Developed a comprehensive cost aggregation methodology
• Built a data model to calculate ROI across multiple dimensions

Deployment
• Presented findings and insights to the marketing leadership team
• Delivered documentation and onboarding on the ROI methodology

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Repeatable Methodology: The team now has a sustainable approach to measure marketing ROI that can be applied consistently going forward.

2. Enhanced Decision-Making: Marketing leadership can make more confident decisions based on comprehensive data rather than incomplete views.

3. Improved Budget Justification: The marketing team can better articulate their impact on the business with quantifiable metrics, showcasing a 3x ROI of marketing investments over 3 years. 

4. Foundation for Advanced Analytics: The work established a foundation for future enhancements including seasonality analysis, marketing process development, and a comprehensive marketing comprehension tool.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

Massive Insights delivered the project on time and on budget. They were responsive to our feedback and request for changes, accomodating and ingesting incremental asks to meet our needs. They also proactively communicated any risks to the project, working collaboratively to get a final outcome that met the objectives. 

What was your primary form of communication with Massive Insights Inc.?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

Massive Insights Inc. takes the time to understand our business and our unique challenges. Their deep discovery process draws out all of the potential edge cases so the analysis is comprehensive and business case is bullet-proof. I appreciate how meticulous they are in performing analyses to ensure accuracy and precision. They really have a unique ability to cut and visualize the data in different ways, drawing out new insights for the business we haven't seen before. And they take it to the next level by highlighting the 'so what' and 'what's next' for our leadership team.

Are there any areas for improvement or something Massive Insights Inc. could have done differently?

None 

BACKGROUND

Please describe your company and position.

I am the Head of Business Intelligence & Data Science of Sickkids Foundation

Describe what your company does in a single sentence.

SickKids Foundation is the not for profit arm for the Hospital for Sick Children.  

OPPORTUNITY / CHALLENGE

What specific goals or objectives did you hire Massive Insights Inc. to accomplish?

• 2. Develop machine learning models to predict donation patterns based on macro-economic indicators
• 3. Provide demographic insights to inform targeted marketing strategies
• 4. Establish a data foundation for ongoing analytics capabilities
• 1. Identify the key macroeconomic factors influencing the foundation's donation revenue

SOLUTION

How did you find Massive Insights Inc.?

Referral

Why did you select Massive Insights Inc. over others?

• Great culture fit
• Good value for cost
• Company values aligned

How many teammates from Massive Insights Inc. were assigned to this project?

2-5 Employees

Describe the scope of work in detail. Please include a summary of key deliverables.

With a view to informing executive marketing and donor engagement strategies, Massive Insights conducted a multi-phase project that consisted of the development of advanced algorithms to understand the impact of macro-economic factors on donation revenue.  In addition, demographic analysis was required to better understand the immigration trends and untapped geographic/demographic opportunities. They delivered the following:

1. Time-Lag Analysis: Incorporated time-lag effects to capture delayed impacts of economic changes on donation behavior.

2. Multi-Algorithm Approach: Applied 6 different machine learning algorithms for market segment to identify the most accurate predictive models.

3. Feature Engineering: Created 1,385 variables from 277 unique macroeconomic indicators to capture complex relationships across different time periods.

4. Demographic Integration: Combined immigration and demographic data with donation patterns to identify emerging opportunities.

5. Strategic Consultation: Translated analytical findings into actionable strategies in a PowerPoint executive presentation.

RESULTS & FEEDBACK

What were the measurable outcomes from the project that demonstrate progress or success?

1. Developed highly accurate predictive models (achieving up to 92% accuracy) identifying key macro-economic indicators affecting donation patterns to inform strategic planning, revenue forecasting, and donor engagement strategies.

2. Delivered demographic insights that uncovered significant opportunities among immigrant communities, informing donor outreach strategies such as micro-segmentation and geographic targeting

3. Established a data foundation framework to guide strategic planning and donor acquisition efforts in the future.

Describe their project management. Did they deliver items on time? How did they respond to your needs?

We had some internal changes that required some unplanned stakeholder management and changes to the timelines -> Massive Insights was very flexible and accommodating.  Throughout the engagement, they flagged potential risks and budget impacts early and often, so there were no surprises. 

Massive Insights was very collaborative in providing early share-outs of key findings, giving us the opportunity for quick feedback and ensuring the final deliverables met our needs.  Their interative way of working and direct access to their experts made both the experience and the end product better.

What was your primary form of communication with Massive Insights Inc.?

• In-Person Meeting
• Virtual Meeting
• Email or Messaging App

What did you find most impressive or unique about this company?

I really appreciate how Massive Insights brings a fresh perspective on our data. 

Our strong internal team is typically bogged down with daily requirements, and we often lack the dedicated time and specialized expertise to do advanced analytics ML modeling/deep-dives.  

Their analysis opened our eyes to significant opportunities among donor segments that we hadn't fully recognized without leveraging 3rd party datasets.  Their team combines deep technical expertise with a genuine understanding of the philanthropic sector—a rare combination that has tremendous value. 

Massive Insights consistently thinks 'beyond the project', helping us to level-up and become more data-driven as a business.

Are there any areas for improvement or something Massive Insights Inc. could have done differently?

None that I can think of.

BACKGROUND

Introduce your business and what you do there.

I’m the director of architecture at TouchBistro. We offer a point-of-sale software solution that allows restaurants and bars to run an entire operation—from creating a menu to ordering off that menu to collecting payment.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Massive Insights Inc.?

Our system collects a lot of data to inform our reports to customers. We needed help in building out a formal data strategy to make use of it for our customers and ourselves.

SOLUTION

What was the scope of their involvement?

Massive Insights Inc. is helping us build our data infrastructure to allow us to leverage our data. Their team first recommended ways for us to take advantage of the opportunities we had in front of us to use this data. They also helped us analyze the information we already have and came back with some useful insights. 

Since that first analysis project, we’ve been working with Massive Insights Inc. for small, targeted engagement to maximize our value with minimal commitment. Our main goal is to set up structures for our in-house team to eventually take over this process. In the meantime, however, Massive Insights Inc. is giving templates for our team to follow and learn from. They’re also doing analysis and modeling work whenever we have an immediate business need.

What is the team composition?

I’m not sure how many people got involved in our initial analysis project—it brought in several people from different levels. To build out the infrastructure, we’re working with a maximum of five people with one primary point of contact.

How did you come to work with Massive Insights Inc.?

Massive Insights Inc. was brought in by someone else at the company as a recommendation. I got to know their team through the initial analysis project. Once it came time to do more data structuring work, it was a logical fit to keep working with Massive Insights Inc. They already knew what to do and had done a good job so far.

How much have you invested with them?

We’ve spent about $10,000–$25,000.

What is the status of this engagement?

The collaboration started in August 2019 and is ongoing.

RESULTS & FEEDBACK

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

Massive Insights Inc. has done well with what hasn’t been a straightforward project. We didn’t know from the outset how everything would fit together or what challenges we’d face. Massive Insights Inc. was flexible in responding to our changing requirements and working out a budget. They have hit every timeline they set for themselves, having predicted how long tasks would take with a great deal of accuracy. 

How did Massive Insights Inc. perform from a project management standpoint?

For every project, Massive Insights Inc. performs some upfront analysis in a kick-off session. They collect the information we need, explore a few paths, and create a proof of concept for the chosen one. They bake uncertainty into the project’s scope and deliverables. That discovery phase always encompasses the unknown in any project.

What did you find most impressive about them?

Massive Insights Inc. appreciates that we need to have capabilities like theirs in-house. Other agencies see that as a threat to their future business, but Massive Insights Inc. is truly investing in our success as a partner would, even when our working relationship will conclude.

Are there any areas they could improve?

Our initial handoff wasn’t very clean. I think that’s in part a reflection of our side; maybe we weren’t as knowledgeable as Massive Insights Inc.’s past clients. However, they brought in someone to figure out our challenges, and it went smoothly from there.

Any advice for potential customers?

Have some knowledge of data infrastructure in advance. I have that expertise, but some of our initial stakeholders didn’t grasp the size, importance, or money-making potential of data strategy. That’s caused some struggles.

BACKGROUND

Introduce your business and what you do there.

I’m the senior director of targeted direct marketing and strategy for a large financial institution.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Massive Insights Inc.?

We wanted them to assess us and identify opportunities for us to improve from a people-processing technology perspective.

SOLUTION

What was the scope of their involvement?

We hired them to provide us with recommendations on how to improve the quality of our processes. They collaborated with us to come up with three priority tiers for our organization. Some were simple and easy to implement immediately on our own; others required more complex changes like investments in new technology or new training solutions for our staff.

In order to generate and prioritize their recommendations, they conducted interviews with different members of our staff and reviewed all our processes and procedures. They also sat down with our staff to walk through the extent of our current technical capabilities.

What is the team composition?

We worked with a project manager, an account lead, and two other team members who came and interviewed our staff.

How did you come to work with Massive Insights Inc.?

We assessed different consulting companies to come up with an option to help with our end-to-end process. Massive Insights Inc. stood out by being far more engaged with us than their competitors. They held a couple of helpful working sessions with us even before the engagement began and took the time to understand both our needs and our operations. Not only that, their proposal was very strong and demonstrated that they fully understood what our problem was.

What is the status of this engagement?

The project lasted from May–June 2018.

RESULTS & FEEDBACK

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

The process itself had a positive impact on our employees. They appreciated the way the Massive Insights team engaged with them and seemed willing to listen. In terms of the recommendations they delivered, we’ve already implemented a number of the lower-tier ones, and we’re in the process of assessing the complex ones that might require additional funding. We’ve already seen an impact on our process, but there’s still a lot of opportunities to bring the rest of their recommendations to life and improve further.

How did Massive Insights Inc. perform from a project management standpoint?

They gave us strong people to work with. Everyone communicated very clearly and effectively with our executive team regarding the work that had been done. The project manager sent us regular status updates and responded very quickly anytime we had questions.

What did you find most impressive about them?

From the start, they brought in employees with the right expertise to work with us and who asked good questions about our business needs. This level of engagement carried on throughout the project, and it’s reflected in their final output.

Are there any areas they could improve?

There are no areas for improvement that I can think of.

Do you have any advice for potential customers?

I don’t think there was anything special required to make the engagement work.

BACKGROUND

Introduce your business and what you do there.

I am the former director of CRM and marketing analytics at The Home Depot Canada.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Massive Insights Inc.?

At the time of the engagement, The Home Depot Canada was very early in our marketing analytics and loyalty analytics journey. We hadn’t built an analytics department that we were definitely in need of to understand the loyalty program. We didn’t have the staff necessary to mine all of the data we collected, so we arranged a partnership with Massive Insights Inc. to provide those data analytics services.

SOLUTION

What was the scope of their involvement?

We worked with two primary datasets: data collected from our contractor loyalty program and data collected from The Home Depot Canada’s commercial credit card users. A third-party credit company analyzed the credit card data, but we relied on Massive Insights Inc. to evaluate the data for how different professionals used our loyalty program. That data and our relationship with those customers are extremely important, so we needed to leverage that data to serve customers better. We recognized that professional electricians and plumbers are not using the loyalty program in the same way. And because we had competitors with goals similar to ours, there was some urgency to this project.

We conducted a program impact study every six months to determine the ROI of our loyalty program. We also organized smaller campaign analyses more often to track our efforts over time. The Massive Insights Inc. team developed reports for specific customer groups that were the targets of these programs. The cumulative results were used to help us understand what worked and what didn’t work in the marketing activities of the loyalty program.

What is the team composition?

We worked with a project manager, a lead analyst, and a support analyst.

How did you come to work with Massive Insights Inc.?

I worked with David (Partner, Massive Insights Inc.) at another company, and he reached out to me as he was forming his business. He explained their mission, and it matched what our needs. In our discussions, it became clear that David and his team have a deep well of experience working with loyalty programs. They understood how to organize a program impact study, how to look at customer churn, and how to arrange the financial management of points. We lacked that knowledge at The Home Depot Canada.

How much have you invested with them?

We spent about $250,000 CAD ($186,000 USD) each year.

What is the status of this engagement?

The engagement spanned October 2012–March 2017.

RESULTS & FEEDBACK

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

Our finance department was understandably more comfortable managing the finances regarding products and in-store services, not a loyalty program and the complexities of the points liability. Massive Insights Inc. helped educate our CFO and finance team about how to do a proper financial accounting of point liability and point management.

Further, the data they helped us curate led to a greater understanding of our target audiences and identifying which industry a particular customer was in. For just over half of our database, we had certain members flagged in the CRM as a member of a specific sector.

How did Massive Insights Inc. perform from a project management standpoint?

Their documentation ability is a definite strength. We didn’t have any communication issues because they worked on-site quite often—whether it was to complete a quick task or to provide staff augmentation when I had a member of our staff leave. Massive Insights Inc.’s team was always available.

What did you find most impressive about them?

The value they provide is the most notable thing. We couldn’t have received as good of results anywhere else for the price that we paid. They were very cost effective.

Are there any areas they could improve?

I would encourage them to combine their strengths with data analytics with web behavior and research.

BACKGROUND

Introduce your business and what you do there.

I am the president of InfoMine, which provides software and big-data solutions for the mining and oil and gas industries.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Massive Insights Inc.?

When I first arrived in this role, I realized that all of our data was scattered. It was running on old technologies and was not connected to other sets. The overall goal was to streamline and modernize our backend data infrastructure.

SOLUTION

What was the scope of their involvement?

We had 11 databases, about 30 different applications, and a global presence of websites that all fed into the data or extracted from the data, but they didn’t talk to each other. We worked with Massive Insights to get everything to work together and operate within one cloud data lake system. That included migrating from on-site proprietary servers to an AWS system and incorporating our Microsoft Business Intelligence on top of all of our data so that we have a dashboard that reflects certain trends. The system also utilizes Google Analytics and DoubleClick for Publishers.

What is the team composition?

The total team size would vary from 5–6 people depending on where we were with the project. Their CEO worked as an executive lead, and a project manager oversaw the day-to-day operations. We also worked with a technical lead and two data scientists.

How did you come to work with Massive Insights Inc.?

With a previous employer, I worked with Massive Insights through a major CRM initiative. I experienced great success with them, and I believed they would be a worthwhile partner again.

How much have you invested with them?

We spent approximately $220,000.

What is the status of this engagement?

We worked together from September 2017–October 2018.

RESULTS & FEEDBACK

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

I can’t report any metrics yet because although the system is built, we’re still learning how to drive it. It was recently completed, and we’re now going through training sessions with our staff.

Going into 2019, we’ve incorporated this system into our business plan. We’re working through how we utilize the cloud data lake. We’re going to use the data to generate and nurture leads, and we’ll be using the algorithms from the data to stop attrition, or slow attrition, of customers leaving us. The whole business is set up next year to run off of this new data lake.

How did Massive Insights Inc. perform from a project management standpoint?

They didn’t miss a step. They’re always on call. They have a nice mix of digital communications as well as scheduled visits to our office. If anything, we could have done a better job of communicating with them because their team had to sometimes pause while waiting for our feedback. I joked with them that they had too much documentation, too much detail, but that also gives me a lot of confidence in them.

What did you find most impressive about them?

When you hire a vendor, you want to hire someone who is going to tell you what you don’t know. You don’t hire vendors who tell you what you already know. Massive Insights tells you what you don’t know, and you feel instantly ahead of the game.

Further, from a technical and data scientist standpoint, they are unbelievable. They lose me sometimes. They are so into the data and what they’re talking about. The quality and depth of their experience in a relatively new area is fascinating.

Are there any areas they could improve?

They’re very methodical, very detailed, but if they could find a way to condense a year-long project like what we just had into a six-month window, that would be great for them and great for the client.