An Entire Customer Pipeline Was Optimised With Data.
Objective
Predictive analytics on customer behaviour.
Obstacle
Nothing was in place and we needed to start from scratch.
Outcome
The entire customer journey was optimised with data.
Background
Ablefy is a platform enabling over 50,000 entrepreneurs to create and sell digital products to more than 3 million end customers. Following their Series A raise, the Ablefy team sought to harness their rich customer and revenue data to improve strategic decision-making and optimise business processes. They partnered with 173tech to build a robust data ecosystem capable of delivering actionable B2B2C insights across multiple functions, including marketing, sales, product and customer retention.
Challenges
Fragmentation: Data was scattered across Salesforce, Google Sheets, and backend systems, making analysis and reporting a manual, time-consuming process. Quarterly reporting alone required eight days of effort, delaying insights and slowing decision-making. The absence of automated systems further limited the ability to predict customer churn, evaluate marketing ROI, and measure customer lifetime value (LTV), restricting business growth.
Inconsistency: Inconsistent revenue definitions across teams led to discrepancies in reporting and strategic planning. Without a unified approach, aligning financial metrics and making data-driven decisions became challenging, further complicating overall business operations.
Solution
Data Launcher: We kickstarted Ablefy’s analytics journey with a robust foundation. We helped them select and set -up the right tools for ongoing data-driven growth and integrate their core database for reporting. In conjunction Ablefy were able to start hiring their own internal team.
Revenue Reconcilliation: A unified revenue model was implemented to reconcile discrepancies across Salesforce, backend systems, and financial reports. By aligning multiple definitions of revenue into a single source of truth, we eliminated inconsistencies and manual processes. Automated pipelines now refresh revenue data daily, ensuring reliable and consistent reporting for strategic decisions.
The Proof Is In The Numbers...
85%
8
90%
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: Data from platforms like Google Ads, Meta, and GA4 was centralised to track granular marketing attribution and campaign performance. A marketing performance dashboard was developed to analyse cost-per-click (CPC), cost-per-acquisition (CPA), and ROI at a channel and campaign level. These insights helped reallocate ad spend efficiently, achieving better returns on marketing investments. Our work led to a 90% increase in seller registrations while reducing marketing spend by 36%.
Predictions
LTV Prediction: Predictive LTV models were designed to provide both short-term and long-term insights. A layered approach balanced immediate signals from new customers with more accurate predictions as data accumulated. These models allowed marketing and sales teams to focus on high-value customers and campaigns with the best long-term ROI, optimising acquisition strategies.
Churn Prediction & Prevention: Seven key behavioural indicators were identified and modelled to predict customer churn. Automated workflows were built to flag at-risk customers directly in Salesforce, enabling proactive retention efforts. These models provided actionable insights to the customer success team, reducing churn rates and improving overall customer satisfaction.
Data Product: Leveraging 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.
