amaysim is a leading Australian online-led Mobile Services Provider (MSP) that has grown from a startup to the fourth largest independent MSP in Australia by number of subscribers. The company sought a solution to empower non-technical business users of all skill levels to make data-driven decisions in real-time. Today at amaysim, business leaders and users have regular meetings to look at sales trends, renewal rates, port outs and other key metrics that drive the business. Using Tableau, amaysim was able to visualise critical business data to support senior decision making, improve workforce productivity and reduce time to insight.
700,000+ customers and 10 billion records
With a business model built on innovative technology, amaysim has garnered over 700,000 subscribers in less than five years. Such fast growth presented challenges as the organisation moved to analyse and obtain insights from all the data it collected. "Data driven decision-making is one of the pillars of our business strategy,” says Julian Dell, amaysim IT Director. amaysim has over 10 billion call data records, and this number grows by more than 20 million call data records daily. The data it stores is complex and comes from multiple sources including Livechat, Zendesk, call data records, Google Analytics and more. amaysim’s previous BI methodology required coding which could not easily scale to business users. Insights could only be sought by one or two individuals within the organisation, so business gains were limited by resources and the time-intensive process. “Due to the backlog of requests, if any executive asked a question, it could take the analysts weeks to get the data before they even could visualise it. Scalability wasn’t where it needed to be,” says Dell. Leaders recognised the bottom line value that amaysim could access by analysing its data, but the low productivity levels of the current solution stopped the team from fully realising this value. Decision makers set out to find a solution to help amaysim transform data into insight and use analytics to drive business performance.
Making the right call
Adrian Loong joined amaysim in 2014 and was tasked with developing a BI strategy that suited amaysim and its needs. “The company wanted to stop looking back and start predicting the future,” said Loong, “To encourage users across the organisation to embrace and get value from the technology, it was also important that the solution was visual and easy to use.” He sought a solution that could provide senior executives with the ability to make data-driven decisions with real-time intelligence. It also needed to enable other business people in the organisation to seek data insights, rather than rely on highly skilled technicians to do all of the analysis. Having used Tableau at two previous organisations, it was easy for Loong to recommend Tableau. “I introduced amaysim to Tableau in my first month at the company. I had tested other solutions but they were too slow, too expensive, or simply didn’t meet the brief. I’d had a great experience using Tableau in the past and knew it could deliver what amaysim was looking for,” said Loong. Loong just had to demonstrate that capability to senior management. With one Tableau Desktop license, Loong did short proof of concepts (POC) with the new tools based on current business pain points. As an example, Loong used technology from Alteryx to combine disparate data sources before using Tableau to visualize the results in a dashboard to management. Tableau has enabled amaysim to speed up the traditional requirements gathering process. Today we focus on helping business users ask the right questions and getting insights from Tableau dashboards By continuously delivering results and insights to the management team, it was a straightforward decision for amaysim to adopt the Tableau solution. amaysim undertook an end-to-end replacement of their technology stack and now uses Amazon Redshift as their database, Alteryx to combine the data, and Tableau to visualise it. With Loong’s experience using Tableau, it was a fast and simple process of introducing amaysim to the technology and rolling it out across the company. “Initially it was only myself and a few directors using Tableau,” said Loong. “I offered informal training and the users picked it up very quickly.” amaysim uses Tableau Desktop to visually analyse its data and Tableau Server for publishing and sharing finished work. “We introduced Tableau Server with collaboration in mind— to share dashboards and insights— while Tableau Desktop was intended for extensive slicing and dicing,” said Loong.