Musely - 173tech

Data Launcher

Identified $45k annual savings on Musely’s tool stack

Objective

Create powerful benchmarking dashboards to track company-wide performance and enable faster decision-making.

Obstacle

Legacy systems were slow, costly, and inflexible, creating a barrier to insight and limiting Musely’s ability to measure and act on performance trends.

Outcome

Delivered a modern analytics framework that identified $45K in annual savings on Musely’s existing tool stack while improving speed to insight.

Background

Musely is transforming skincare through its telemedicine platform, connecting patients directly with board-certified dermatologists for personalised, affordable treatments. As the company scaled rapidly, its growing volume of customer and marketing data created both opportunity and complexity.

To sustain growth and improve profitability, Musely partnered with 173tech to modernise its data infrastructure, enabling smarter acquisition, more accurate LTV modelling, and a clearer view of marketing funnel performance across every channel.

Challenges

Scalability Issues: Whilst the company’s existing reporting processes were functional, they relied heavily on manual efforts and required significant engineering resources to maintain. These processes were not built to scale with Musely’s rapid growth, making it increasingly difficult to extract meaningful insights efficiently. Musely wanted to implement a data stack but wanted to ensure they chose the right tools for this.

No Modelling: Musely lacked robust data modelling, which meant it was slow for them to get answers to key business questions. One key missing metric was lifetime value (LTV), which is crucial for accurate revenue forecasting. Without these predictive models, the company faced difficulties in anticipating customer behavior, optimising acquisition costs, and making strategic investment decisions.

Solution

Customer Journey: To gain a deep understanding of customer interactions, 173tech conducted interviews with key stakeholders across Musely’s teams. These discussions helped map out the entire customer journey, from initial awareness to conversion and post-purchase engagement and provided a framework for later development.

Tool Audit: To future-proof Musely’s analytics capabilities, 173tech conducted an extensive review of available technology solutions. They evaluated various data warehousing, ETL (Extract, Transform, Load) tools, and business intelligence platforms, recommending the best-fit solutions tailored to Musely’s growth ambitions. This approach ensured that the new data stack was scalable, cost-effective, and easy to maintain.

Impact

Data Roadmap: A strategic roadmap was developed to ensure that Musely could derive value from its data initiatives quickly. The roadmap outlined short-term wins to drive immediate impact, along with long-term strategies for continuous improvement. It also identified more than $45k of annual savings on tool costs.

Phased Implementation: The Phased Reporting Implementation approach adopted by Musely involved addressing reporting needs incrementally, ensuring both manageable costs and realistic timelines. Instead of overhauling the entire system at once, the process began by automating core reports and establishing a centralised data foundation. As the project progressed, more advanced capabilities were introduced, such as cross-channel performance analytics and predictive models for customer behavior and revenue forecasting.