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on February 26, 2021 (last modified on October 14, 2022) • 6 minute read
Between selling across multiple platforms and advertising across search and social media, ecommerce and subscription companies generate a lot of data. That’s data they can use to improve the business—but only if they can wrangle it.
That was one of the primary challenges facing Raddish, a cooking club and subscription box that provides kids 4-14+ with monthly recipes, kitchen tools, and activities.
After growing at a rapid 100% year-over-year clip in 2020—to over 70,000 members—the Raddish team knew they needed a solution to help simplify and visualize all the data they were generating.
To learn more about how Raddish uses Databox to automate reporting, build custom metrics, and visualize performance, we talked with Jack Fowler, Growth Marketing Manager for the company.
Before finding Databox, Jack and the team spent a lot of their time pulling data. From their multiple shopping carts to their subscription tool to advertising channels like Facebook and Google, Jack estimates spending up to 50% of their time on manual reporting.
Even once all that data was wrangled, the team ended up with a giant spreadsheet full of numbers—not the most useful cross-functional reporting software.
As they continued to grow, Jack knew that needed to change. They needed to find a solution that would simplify and automate their reporting, save time, and turn raw data into more useful insights for the whole team.
Here are the challenges Raddish faced:
“When I’m pulling data,” Jack said, “I would have to pull all my data from my shop and then all my data from my charges and all my data from Facebook and all my data from Google and put them all together in this big ugly spreadsheet.”
“One goal was to simplify reporting, have everything in one place, automated. The second was to have the graphs and visual context in order to be able to gain insight into how things were performing,” Jack added.
As Jack explained, “The way our system is set up, we have 2 shopping carts. We have a Shopify cart where we sell one-off kits, aprons, and accessories. And then we have our subscription shopping cart which processes our memberships, which is run on Chargify and ReCharge and our single store is run off of Shopify. Those 2 don’t talk to each other.”
According to Jack, everything changed when they found Databox.
“When I found Databox,” Jack said, “it was like, ‘Oh, this is the solution I’ve been looking for!’ It aggregates all of my data into one place and makes beautiful graphs.”
Jack and the team quickly went all-in with Databox, building business dashboards, adding custom metrics, and setting up daily Scorecards and alerts. They connected Twitter, Zapier, Shopify, Facebook Pages, Bing Ads, Klaviyo, Google Analytics, Google Ads, and Facebook Ads.
By plugging all of their data into one tool, the Raddish team was able to get a holistic view of performance and to calculate custom metrics—like cost per acquisition (CPA)—comprehensively.
Here are the solutions Raddish found with Databox:
“It gives us that quick daily insight—we get those daily Scorecard reports and know right away how we’re doing in terms of performance,” Jack noted. “We have that done by 8 AM now—whereas before, I probably wouldn’t get that done until 11 or 12 every day. It was the first thing I did every day and now I don’t have to worry about that.”
“It gives insight into the performance that the team didn’t have before,” Jack said simply. “I had everything on a big, giant spreadsheet that I encouraged people to go look at. Now, giving them the visual representation is so quick and easy. I can post a link to our weekly KPI dashboards and then talk it over in a meeting. It has really given insights to everybody, that we didn’t have before.”
“We’ve been really enjoying the ease of use and how easy it was to set up. Everything was really easily connected and it’s seamless. It connects with both our Chargify and our Shopify, and I can aggregate those two together in a custom metric. I can create all these custom metrics, which I used to have to tabulate before on my own, by hand.”
“We’ve seen significant improvements in money saved and money spent. It gives us the ability to make decisions quickly and optimize faster. It’s given us quite a boost,” Jack told us.
According to Jack, the difference Raddish has seen since implementing Databox is huge. Not only does Jack spend way less time on reporting, but that same reporting is even more valuable to the team as a whole. Jack estimates spending about 80% less time on reporting these days.
As the company has grown rapidly, the insight and time savings have been invaluable.
Overall, the team spends less time and ends up with accurate, real-time, and—in Jack’s words—beautiful data visualizations that make it easy to spot trends and gain a deeper sense of performance.
Here are the results Raddish saw using Databox:
“It saves me so much time,” Jack said. “Before, I would’ve spent 50% of my time reporting. Now I only spend about 20% of my time doing reporting. It opened me up to work on other things.”
“Being able to see everything in those graphs and combined in those charts has been exactly what we wanted,” Jack told us. “We have the ability for us to make intelligent decisions based on the data we have—immediately and accurately.”
“I calculate a combined metric of all of our spend and divide it by a combined metric of all of our conversion and that gives us our overall CPA goal,” Jack explained. “That in itself is a really complex custom metric because it’s adding together 10 different sources. It’s really useful—that’s our bottom line right there. It’s the number that matters.”
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