Modelling Complex Relationships In A B2B2C Setting.
Objective
Replace an expensive off-the-shelf analytics tool.
Obstacle
Creating a layered approach for many different type of users.
Outcome
Analytics embedded for both the business and their customers.
Background
Playbook is the leading creator economy platform for fitness, wellness, and sports, empowering creators to build, grow, and monetise their personal brands. Offering a powerful combination of SaaS tools and membership services, the platform enables creators to streamline their operations, connect with audiences, and scale their businesses. However, as Playbook expanded, the complexity of managing its rapidly growing data ecosystem became a challenge. Traditional off-the-shelf data tools fell short of meeting their unique needs, and so they partnered with 173tech, to design and implement a customised data infrastructure.
Challenges
Business Model: Off-the-shelf tools often struggle to accommodate the unique needs of B2B2C business models, where the platform must serve both creators and the business itself. This dual focus requires tailored dashboards that provide actionable insights for creators to grow their audiences and monetise effectively, while also enabling the business to monitor performance and optimise operations. With such a broad audience consuming data; creators, internal teams, and stakeholders, the demands on the data infrastructure are significantly higher than in more traditional setups.
Subscription Levels: Adding to the complexity, subscription levels and creator types vary widely, necessitating highly customised reporting to reflect the nuances of the trainers. A one-size-fits-all solution simply wouldn’t suffice to provide the granular insights required.
Solution
Understanding the Business:
It might sound counterintuitive, but as a data agency, we do not start with your data. Instead, we always begin by focusing on your business problems—those burning questions and critical decisions where data can truly drive impact. By understanding the specific challenges you’re facing, we can tailor our approach to ensure that data solutions align with your goals. This approach allows us to take a deeper dive into the key aspects of your business, ensuring that any data we collect and analyse will directly serve to solve your problems
Customer Journey: One of the first steps we took was to map out the customer journey from two distinct perspectives: that of the client, in this case, a personal trainer, and that of the subscriber, who consumes the content and services provided. By doing so, we identify the key moments where intervention could have the most significant effect—whether it was improving engagement, optimising the experience, or driving conversions. From there, we determine the crucial metrics to track, ensuring that every piece of data we collect is aligned with measurable outcomes and actionable insights that can drive better business decisions.
Tool Choice: Understanding how your business operates, the flow of interactions between creators and subscribers, and the key moments where data can drive value helps us determine the most effective tools and frameworks.
The Proof Is In The Numbers...
85%
12
6
Implementation
One Source Of Truth: We were able to extract, centralise, and model Playbook’s core data, transforming it into key metrics that were then integrated into automated dashboards. This process involved carefully structuring the data to ensure that the most valuable insights were easily accessible, providing Playbook’s team with the critical information they needed to make data-driven decisions. By automating the dashboards, we significantly reduced the manual effort required to track and analyse key performance indicators, allowing Playbook to focus more on strategic growth rather than data management.
Cost Saving: Our custom-built solution not only addressed Playbook’s unique needs but also provided substantial cost savings compared to the off-the-shelf tools they had been considering. While other solutions may have required extensive customization and ongoing maintenance, our approach was designed to be scalable and efficient from the start. In just a few months, the solution was up and running, delivering immediate value and positioning Playbook for future growth with a robust and reliable data infrastructure.
