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Case Study

GeoEX Boosts Sales and Marketing with DOMO

Spotlight

Industry

Tourism

Location

Massachusetts, USA

Services

Digital Marketing

The Challenge

Founded in 1981, Geographic Expeditions (GeoEx) is a trailblazing adventure travel company, specializing in journeys to once-forbidden territories. With over 40 years of experience, GeoEx remains at the forefront of curating immersive travel experiences across seven continents. Renowned for its dedication, expertise, and commitment to excellence, GeoEx continues to redefine adventure travel, reflecting its enduring passion and unwavering pursuit of discovery.

Why DOMO?

  • Integration Capabilities DOMO excels in integrating data from various sources, including Salesforce (Sugati), Google Ads, Google Analytics, and social media channels like Facebook, Twitter, Instagram, and META. This seamless connection of disparate data sources is crucial for providing a unified view of GeoEx’s sales and marketing data.
  • User-Friendly Interface DOMO offers an intuitive interface that simplifies data visualization, making it accessible even for non-technical users. This feature is particularly beneficial for creating ad-hoc reports and analyses, ensuring the management team can effectively use the tool for decision-making.
  • Certified Professionals and Partnership Valenta's strategic partnership with DOMO and its team of certified professionals ensures in-depth expertise and direct access to DOMO's support resources, enabling high-quality, tailored solutions for GeoEx.

DOMO Vs Other Tools

  • Power BI: Although Power BI is a robust data visualization tool, its desktop version is not fully compatible with Mac systems, posing a limitation for teams using diverse operating systems. Additionally, Power BI often requires more technical expertise for setup and integration, increasing dependency on specialized IT support.
  • Tableau: Tableau is renowned for its advanced visualization capabilities and flexibility but can be complex to learn and use, especially for non-technical users. Tableau’s integration capabilities, while extensive, are not as seamless as DOMO’s predefined connectors, potentially leading to longer setup times.

 

The Challenges

Fragmented Information: GeoEX’s data was dispersed across multiple software systems, creating inefficiencies and difficulties in achieving a unified operational view.

Lack of Insight: Significant gaps in understanding the flow of information within their systems hindered the ability to gain actionable insights.

Limited Data Visualization: Minimal data visualization capabilities made it challenging to interpret and analyze data effectively, impacting informed decision-making and optimization of marketing and sales strategies.

Data Transition Issues: Transitioning from the old Tour Operator System, Peak 15, to a new Salesforce Travel Management Platform, Sugati posed challenges, particularly in salvaging and integrating critical historical data for the project’s initial phase.

Operational Complexity: Managing complex travel arrangements with multiple partners and varying participant numbers required a system capable of handling dynamic business requirements.

Data Refresh Rate: Regular data updates were crucial for maintaining operational efficiency, with a preference for weekly data refresh rates to ensure the data remains current and actionable.

The Solution

Valenta proposed and implemented DOMO, a powerful data integration and visualization platform, along with the Managed Analytics service for GeoEX. DOMO’s predefined connectors seamlessly integrated GeoEX’s diverse data sources, providing a unified view of their sales and marketing data. This solution minimized local memory usage and eliminated the need for additional software installation. The Managed Analytics service was a key differentiator, enabling Valenta to manage the implementation and integration of the analytics platform with minimal time commitment from GeoEX’s resources. Valenta also provided ongoing client support to monitor data accuracy and enhance data visualizations, allowing GeoEX to leverage the platform and focus on other strategic business issues. Leveraging its strategic partnership with DOMO and certified professionals, Valenta delivered tailored applications that addressed GeoEX’s specific needs.

Our Approach

Valenta leveraged the DOMO platform to address GeoEx’s fragmented data and limited visualization issues. By connecting data from diverse sources such as Sugati (Salesforce), Google Ads, Google Analytics, and social media channels, tailored applications were created that focused on different aspects of GeoEx’s business.

Marketing Insights

Key metrics such as Return on Advertising Spend (ROAS), click-through rates, conversion rates, and engagement metrics helped GeoEx understand the effectiveness and reach of their marketing campaigns.

Agent Performance

Metrics such as sales figures, customer feedback, and service quality indicators provided actionable insights for improving agent efficiency and customer service.

Overall Business Performance

Important business metrics, including revenue, profit margins, customer acquisition costs, and lifetime value, helped identify areas for improvement and growth opportunities.

Key Features

Integrated Data Sources

DOMO seamlessly connected with platforms such as Sugati (Salesforce), Google Ads, Google Analytics, Facebook, Twitter, Instagram, and META, ensuring all relevant data is available in one place.

Custom Dashboards

Personalized dashboards for different user roles ensured each team member had access to the most relevant information, with interactive visualizations allowing users to drill down into specific data points.

Automated Reporting

Scheduled reports and alerts kept stakeholders informed about critical metrics and deviations from expected performance, reducing manual effort and improving efficiency.

Real-Time Data Updates

Regular data refreshes maintained up-to-date information, supporting timely and accurate decision-making. A weekly data refresh rate is maintained, with the flexibility to adjust based on operational needs.

Collaboration Tools

Integrated collaboration features within DOMO enabled team members to share insights, comment on visualizations, and collaborate on data analysis projects, improving coordination and transparency across the organization.

 

Key Business Outcomes & Results

The implementation of DOMO resulted in significant improvements for GeoEx:

  1. Data-Driven Decision-Making: The adoption of a common platform and shared dataset for all departments has fostered a culture of collaboration and data-driven decision-making throughout the organization.
  2. Streamlined Decision-Making: Unified data sources and comprehensive visualizations reduced the time required to gather insights, enhancing decision-making efficiency.
  3. Enhanced Marketing Insights: Detailed performance metrics from the Marketing Insights application enabled more targeted and effective marketing strategies.
  4. Improved Agent Performance: The Agent Performance application provided actionable insights into agent efficiency and customer service, leading to better performance and satisfaction.
  5. Operational Efficiency: The Overall Business Performance application allowed GeoEx to monitor key metrics in real-time, facilitating quick decisions and reducing manual efforts.
  6. Unified Data Access: Centralized data access improved data management efficiency and streamlined operations.

GeoEx’s management praised the final product for its significant value and impact, demonstrating the success of Valenta’s solution in transforming their data management processes. The project not only resolved existing challenges but also established a foundation for future growth and scalability.

 

Client Testimonial

The biggest business challenge we faced was an inability to forecast, which left our owners frustrated by the lack of predictability in the business. Valenta’s solution has laid the foundation for significant improvements in forecasting revenue, profitability, and cash flow going forward.
CFO,GeoEx

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