Freecharge is one of India’s most popular platforms for online recharge, bill payment, investment, and other financial services. The digital payments company is a subsidiary of Axis Bank which is the third largest private sector bank in India.
In December 2019, Freecharge and Axis Bank created the Digital Business And Transformation team (DBAT) to lead innovation initiatives for both organizations and transform Freecharge into a digital bank. The team has achieved a number of major milestones including the launch of LEAP, a fully digital savings account and Axis Bank’s first application to be hosted completely on the cloud.
The DBAT team has also set up a data lab to derive value from the massive amount of data created by LEAP and other new digital products. Tableau makes it easy for product owners and other business users to extract actionable insights from the data, ultimately helping them improve product performance and customer satisfaction.
Move to the cloud improves efficiency of data analytics
DBAT’s data lab has brought together its data science and data engineering teams so they can better collaborate on data initiatives. Their first priority was to set up a data platform that would speed up data analytics and help them quickly push insights out to the business. “We previously pushed our data from the cloud into on-premise systems to analyze and share it with the business and there were always challenges with the data flow. So we thought why not find a solution that would allow us to do everything on the cloud and that’s where our story with Tableau started,” said Sanjay Jain, Chief Technology & Product Officer - DBAT, Freecharge.
Tableau has now become a single source of truth for all stakeholders, replacing spreadsheets with near real-time data they can access directly to inform decisions. Tableau connects directly with Amazon DocumentDB to ingest the data needed to create and refresh dashboards. The key dashboards established to date provide insights into the performance and adoption of Freecharge and Axis Bank products. Access to dashboards is governed using role-based access control, ensuring that data is protected and only available to those who need it.