Analytical Market Insight Dashboard— Product Manager Perspective
Product Overview
DigiPulse is an advanced analytics SaaS-based product backed by over 30 million telecommunication data points from the True ecosystem. The dashboard leverages a vast amount of data to generate consumers’ digital behavior including engagement level, marketshare, switching, and users interests.
Websites and applications on DigiPulse spans over 16 industries inclusive of banking, insurance, logistics and more. These are then broken down into 30+ unique pre-defined categories such as mobile banking, food delivery, online shopping and etc. The main objective of this tool is to transform Business Intelligence data into Descriptive Analysis. The insights from DigiPulse enables businesses to make data-driven decisions based on competitor benchmarking in the digital world.
Key Features
- Provides insights for the benchmark app as well as strategic insights on competitors’ activity for better diagnostic of the digital landscape
- Weekly refreshed data to accompany performance evaluation of application’s marketing, customer engagement and loyalty programs
- Refined visualization which provides an at-a-glance view of key performance indicators and insights
- Advanced filtering capability to customize the sample space including demographic features, locations features, mobile features, interests and customer segmentation
- Custom competitive set where users can choose applications to create their own set of applications to compare performance
Data
The data used to represent each application on DigiPulse roots from True Corporation’s substantial customer base, which includes data across multiple platform. Usage behavior, online activities and location data to name a few. Sensitive data are anonymized via a hashing algorithm and are used to create unique consumer insights through Big Data Analytics. The analysis will allow for better engagement with current & potential customers, drive acquisition, plan strategic marketing and retain loyal customers.
High-Level Architecture
The data fed into DigiPulse comes from multiple sources that are updated either daily, weekly or monthly. Some data are preprocessed and stored to share between other analytics products while some are raw data. These data are then consolidated to a master table which is then transformed and prepared for ingestion to BigQuery on cloud. DigiPulse then pull these weekly updated tables to visualize on the application.
Responsibilities as the PO of DigiPulse
- Translating product strategies to tasks for development including the upgrade to Version 2.0 with features including weekly updated data as well as customer filtering
- Managing and prioritizing the product backlog — including creation of epics and user stories breakdown for timely feature delivery based on product strategic direction
- Arranging 2-weeks sprints and product releases with release notes ensuing consistent value delivery to end-users
- Directing daily scrums, sprint retrospective and also backlog grooming while working closely with the development team — elaborating on user stories reasoning to keep the team aligned
- Requirement gathering from end-users as well as sales team to iterate on product as well as introduce new features
With the movement to online world exacerbated by Covid-19 and the fourth industrial revolution, there is greater digital footprint than ever before. This leads to an expanding market for data based product, however there are challenges and hurdles to overcome.
Challenges
- Each feature development has a cost concern since millions of data points has to be processed on BigQuery and recalculated to visualize values
- Analytics product have not been widely understood and adopted yet so a lot of effort is required to push the product into the market
- A strict timeline was given form the management team to change DigiPulse V1.0 which was updated monthly to a weekly update V2.0
Type: Web application
Company: True Digital Group
Website Link: https://www.truedigital.com/true-analytics