Outreach Data Model and Engagement Dashboards

• Tech Stack: SQL Server, SSRS, CRM Analytics, Azure Data Factory
• Github URL: Project Link

Background: As a part of a company-wide goal to shift our narrative on engagement, I worked on a project to consolidate engagement data into a comprehensive and scalable data model, as well as reporting tools to aid internal and external conversations for the engagement transformation. Reporting tools for this initiative would need to provide historical and future context on how well different tactics work to engage members into 2 main categories of services. For historical context, we needed to set up the ability generate on-the-fly benchmarks that client, sales and marketing teams could use to establish different marketing strategies with clients.

Outreach Data Model: Engagement tactic data live in a multitude of data sources. I first worked with Engagement Directors, Client team managers, Marketing Directors and Call Center Managers to establish a repository of all the different ways we do outreach for our client members. After generating a repository of tactic types, I worked with SMEs for each tactic type to better understand the data that’s been tracked. Given the large repository of tactic types and variation in data tracking, I established a data quality evaluation methodology to prioritize which tactics could be added to the outreach data model. For tactics with the lowest scores, I worked the engaged SMEs and development teams to establish better workflows to improve reporting and benchmarking feasibility.

Reporting Tools:

• Engagement Index: an interactive dashboard where users can select different engagement tactics and visualize the historical outcomes from a mix of tactics for 2 main KPI. Users can build their own segment analysis by dynamically grouping and filtering down subpopulations tactic data
• Report Card: a client-facing report that summarizes client engagement and conversion. The report card provides overtime trends specific to the client, benchmarks against like clients, demographic details, data gaps, and effectiveness of marketing for different tactics.