90% more seller registrations with 36% less ad spend
Objective
Predict customer behaviour across the full journey, from acquisition through to churn, to drive smarter growth decisions.
Obstacle
No data infrastructure existed. Quarterly reporting alone took eight days, and there was no way to predict churn, measure LTV, or evaluate marketing ROI.
Outcome
85% savings on data stack, 35% less ad spend, 90% more seller registrations, and 8 days a month saved on reporting.
Background
Ablefy empowers over 50,000 entrepreneurs to create, market, and sell digital products to more than 3 million end customers worldwide. Following a successful Series A, the team recognised the opportunity to turn their rich but fragmented data into a competitive advantage.
They partnered with 173tech to establish a modern data ecosystem, one that could connect the dots between product engagement, sales performance, and customer lifetime value. The goal: to embed analytics into every decision, aligning marketing, sales, product, and customer success around one shared source of truth.
Challenges
Fragmentation: Data was scattered across Salesforce, Google Sheets, and backend systems, making reporting manual and slow. Quarterly reporting alone took eight days, delaying the insights needed to act. Without automation, predicting churn, evaluating marketing ROI, and measuring customer lifetime value were simply not possible, limiting the growth the business could achieve post Series A.
Inconsistency: Different teams used different definitions of revenue, leading to discrepancies in reporting and strategic planning. Without a single agreed number, leadership could not align on financial performance or make confident investment decisions.
Solution
Data Launcher: We laid the foundation for ablefy’s analytics function by selecting and setting up the right tools for long-term, data-driven growth and integrating their core database for reporting. In parallel, ablefy began hiring their own internal data team, ensuring a smooth handover.
Revenue Reconciliation:We mapped the end-to-end customer journey by integrating data from marketing platforms, user behaviour logs, and transaction records. This gave ablefy a complete view of every customer touchpoint, revealing where prospects were dropping off and where onboarding, engagement, and retention could be improved.
Acquisition
Customer Journey Mapping: We mapped out the end-to-end customer journey, integrating data from multiple sources, including marketing platforms, user behaviour logs, and transaction records. This enabled a comprehensive view of customer touchpoints, helping to identify drop-offs and optimise onboarding, engagement, and retention strategies.
Marketing Analytics: We centralised data from Google Ads, Meta, and GA4 to track marketing attribution and campaign performance at a granular level. A dedicated dashboard was built to analyse CPC, CPA, and ROI by channel and campaign, giving the team clear visibility on where spend was working and where it was not. The result: a 90% increase in seller registrations while reducing marketing spend by 36%.
Predictions
LTV Prediction: We designed predictive LTV models that balanced short-term signals from new customers with more accurate forecasts as data accumulated over time. This allowed marketing and sales teams to focus their efforts on high-value customers and the campaigns delivering the best long-term ROI, rather than spreading budget evenly across all segments.
Churn Prediction & Prevention: We identified and modelled seven key behavioural indicators to predict customer churn. Automated workflows flagged at-risk customers directly in Salesforce, enabling the customer success team to intervene before it was too late. This shifted retention from reactive to proactive, reducing churn rates and improving customer satisfaction.
Data Product: Using the existing data pipeline, ablefy launched a suite of multi-tenant Seller Insights dashboards as part of its Pro offering, branded as “7 Analytics 3.0 Modules.” The release garnered positive feedback from ablefy’s B2B clients, achieving high activation rates and sustained engagement. This turned the data investment into a revenue-generating product feature.
Creating Value For Ablefy...
Our data stack was 85% cheaper than the previous solution,
We saved 36% on ad spend but increased seller registration by 90%,
And we saved the team 8 days a month on reporting.
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