• Dashboards

    3

  • Integrations

    Google Analytics, Google AdWords, Google Sheets, Facebook, Twitter, Mailchimp, Instagram, Youtube

  • Objective

    Live displays and monitoring of key metrics

Diggerland USA is a construction themed adventure park in New Jersey, USA, where children and their families can drive, ride, and operate real, diesel powered, full size pieces of construction equipment. Each machine has undergone advanced engineering modifications which make them safe for the public, allowing children to operate them with little to no instruction.

Challenge

Chris and his marketing team at Diggerland are responsible for driving online purchases of tickets for their theme parks. Whilst the team had well defined key metrics they knew that they were reacting too slowly to big changes in metrics because of their existing tracking solutions.

Their procedure for monitoring key metrics involved entering several different systems to dig out data from previous periods, compare it with the current period and then put it together in spreadsheets which they shared.

Not only was this process time consuming, it also meant that they were reacting too slowly to key opportunities and threats in the metrics as they weren’t front and center all the time. Chris wanted a TV dashboard showing live key metrics visible to everyone all the time.

Solution

Chris reviewed an Enterprise Business Intelligence tool but felt it wasn’t the right fit for two reasons.

Firstly, it would be time consuming and expensive to set up with the need for consultants to get a working solution. Secondly, the tool was designed for analysts to do deep-dive analysis with complex visualizations, which he didn’t believe would work for his team when displayed on a TV. He also considered building his own solution, but felt the cost of hosting, setup and ongoing maintenance would be a big tax on his team.

Chris turned to Geckoboard and felt it was a simple and quick-to-set-up solution with actionable live visualizations the whole team could identify with. They found it so simple that they got a dashboard live on the first day.

Diggerland are heavy users of different Google tools such as Google Analytics, Google AdWords and Google Sheets. For this reason, Geckoboard was a perfect fit for getting this data up on the wall due to simple out-of-the-box integrations with these tools.

In Diggerland HQ, each person has a TV screen above their desk and because Geckoboard is so simple to use, everyone can take ownership of getting their own data visualized.

Diggerland_Office-1

By having key metrics on TV screens, there is a shared focus for the team on improving the metrics which matter most to the business. Seeing it live also allows people to instantly identify when things aren’t going well and to come up with a solution.

The team has a dashboard displaying a macro picture of company performance. This is supported by more dashboards which display metrics that are a leading indicator of company growth. Here are some of the things the team keep an eye on through their dashboards, although Chris emphasizes that the dashboards are constantly evolving and KPIs change:

*Attendance *Demographics *Individual product sales *Revenue by day / week on week / year on year *Conversion rate *Unique web traffic

The last one is of particular importance since the majority of the park entry tickets are purchased online. If that number goes down, the team work hard to identify the reason and quickly get it moving back in the right direction.

Diggerland_Geckboard This dashboard contains sample data

Geckoboard is mainly consumed via the wall dashboards but the mobile app also comes in handy. When staff are on the move, the data goes from the wall into their pockets.

Result

Chris and his marketing team use Geckoboard to provide focus on their key metrics. Chris feels his team now prioritise work quickly and effectively because they are always working to improve the metrics above their desk.

They are also able to directly quantify the impact of PR on site traffic. When a film crew goes on site, they see the resulting spikes on their dashboard as it happens.

For a period, the team were focused heavily on increasing conversion rate on the website. As a direct result of being able to keep a close eye on related metrics to conversion rate and see their impact on the dashboards, they improved their conversion rate by 33% in just 6 months.

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