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Monitor performance in real-time in order to improve responsiveness
We’re a tech-enabled company and believe easy access to data is crucial. We’ve got very high standards for product, marketing and customer experience and in order to maintain those high standards, responsiveness is paramount to the teams. Geckoboard is a fundamental tool that we use to monitor long-term and short-term performance in order to guide our teams on a daily basis in real-time and make the results of their efforts visible to everyone.Romain Ogilea, Data Analyst, Casper
Based in New York City, Casper launched in April 2014, and has received $15 million from venture capital and angel investors, including rapper Nas and tech-fanatic Ashton Kutcher. Casper is the mattress company that believes everyone deserves a great night’s sleep, and according to Business Insider, they’re “making mattresses sexy”. It looks like the beauty sleepers agree because, in its first month, Casper saw $1 million in sales.
Casper is an ecommerce company with very high standards for product, marketing and customer experience. In order to maintain those high standards, responsiveness is paramount to the teams.
Given the nature of the product, Casper is dealing with much longer sales cycles than most consumer businesses. The product itself takes longer to produce and the decision to purchase is more complex. Monitoring leading indicators was important as it helped with anticipating these cycles and reacting to trends, however, they were struggling to get visibility into this data.
As fans of transparency, Casper currently has eight public dashboards, two of which are displayed on big TVs in the office. With this data immediately available, the teams can quickly identify opportunities to improve performance.
Initially, the dashboards provided the teams with a high-level view of sales and operations performance. However, six months later, the dashboards have become more specialized and granular, delivering data insights to various teams at a deeper level.
Casper’s approach to data can be divided into two different aspects: short term and long term. For the long term, they’re using data to develop the way they operate and to improve their process.
On a daily basis, they monitor and analyze the company performance in different timeframes – hourly, daily, weekly – in order to make sure that operations are running smoothly. An ecommerce startup typically faces unexpected and urgent challenges, and data helps the team tackle these on a daily basis. When it happens, the team has to be responsive and quickly able to assess the situation and make a decision.
For example, by having access to their data, the team can see the live effects of PR efforts such as TV appearances or articles in TechCrunch, Mashable and other publications. This means their Customer Experience team can, anticipate that the higher traffic to the website will result in more live chats, calls, emails and tweets and take the right resourcing actions to ensure that the customer experience is still great.
Recently, the dashboards were put to the test as reality TV star Kylie Jenner posted a picture to her Instagram. In the photo, she’s standing next to her Casper box in her new house, and as a result, Casper experienced a huge spike in traffic coming to the site, an increased amount of live chats, calls and tweeters enquiring about the mattress.
Thanks to the live dashboard monitoring, the team understood the value of what was happening as it was happening and could act accordingly.
The dashboards are a fundamental tool that Casper use to monitor the performance of the company live and communicate data to the whole team. This has enabled them to be more responsive and improve performance across all teams, which has ultimately increased sales.