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Optimizing processes is essential to improve rich people phone number data productivity and boost a company's growth. That's why at Impulse we create solutions that allow our partners to unlock the potential of their businesses. In this case, a client in the Health sector needed to create customized reports on their email deliveries to optimize their mailing campaigns in real time. Do you want to find out how we made it possible? We'll tell you all about it below.
One of our client's needs was to obtain data from their email campaigns in real time , but not only that, they wanted to access specific data that their current CRM system could not provide, at least not automatically. But before explaining how we came up with the solution to their challenge, we are going to tell you in detail what the frictions were that we faced.
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The Problem: Reporting Outdated Emails
The client had a reporting tool within the HubSpot CRM platform, which allowed them to view the analytics of each email. For example, they could see how many were received, how many were opened, and they could even create campaigns for a group of emails and obtain their metrics.
So far, everything seems to be going well; however, the problem arises when the client wanted to access metrics for other variables . For example, if they wanted to view the emails sent by a specific business line or whether they were for members or non-members of a certain health program, in those cases, there was no way to segment or categorize the emails sent .
Preparing reports on outdated emails
In this scenario, the solution to access this type of data was manual, which generated delays and greater expenditure of resources . If we wanted to know the open rate for an entire month, we could not have that report instantly because the time periods could not be segmented, and the same thing happened with the business lines and other categories that we wanted to know.
The only solution we had at that time was manual feedback , where every month we sent a report to the client to extract the analysis. But with that solution we had to wait until the end of each month to be able to view the general indicators and performance of the emails. It was a process that was carried out one by one. It was a tedious and complex process.
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The Challenge: Create custom email reports in real time
While we were limited by not being able to filter email deliveries into categories to download custom reports, we knew that HubSpot allows for integrations with APIs that allow us to extract this information . This would make the process more automatic, but in this case, the challenge was to come up with a solution that would allow us to work on an easy-to-understand report in real time.
To do this, we first downloaded and viewed all the information. At that stage, we had to add categories to the name of each email delivery, so that, within an API integrated with HubSpot , such as Power BI, each category that appears in the delivery name could be filtered.
In other words, we created a naming structure for shipments that could later be broken down into categories within the Power BI API .
For example, the structure for naming email sends would be:
business unit + time period + campaign + detail
Create custom email reports in real time
In this part of the process, it is essential that the nomenclature structure is respected, and to do so, we had to educate ourselves internally to apply these nomenclature rules every time we create an email shipment.
On the other hand, another of the frictions we encountered was the manual upload, which was also done once a month. To solve that part of the problem, integrations were created to have a connection to the Hubspot APIs that would extract the analytics of the last 1,000 emails daily .
The solution: Integrate HubSpot and Power BI to get customized reports
For this project we decided to integrate the HubSpot API into Power BI and pull 1000 emails sent with all the information from HubSpot (base quantity, number of contacts received, open rate, how many opened, how many clicked, etc.) and, in addition, once in Power BI we could have variables such as campaign, business unit and period, among others.
In this way, it was possible to have daily information and also view statistics for each business unit, without the need to make an additional shipment or other configurations that could have taken more time.
