The data team turned their focus to building a self-serve data platform on the modern data stack using dbt, Snowflake, and Census. With a new data platform, they also invested in training, teaching business teams to add new customer attributes in tools like Braze. Unlike the custom data pipelines they were using before, the new platform is easy for everyone to understand and use. Nobody needs to write Python code in order to access data.
Enabling marketing campaign agility
Great marketing responds to customer needs. As Hurricane Ida hit the East Coast of the US, team members at HOVER noticed an uptick in people requesting 3D model measurements, a first step toward repairing storm damage.
The Marketing team wanted to reach out to customers in affected areas and let them know how HOVER could help. At that point, though, some of the data attributes they needed weren’t available. Using Census, Max and Frances had that data synced to Braze by the end of the day, enabling Marketing to launch their campaign quickly.
Driving sales meetings based on product usage
A major KPI for HOVER’s growth team is sales meetings. Braze was already allowing HOVER to send communications to users based on product usage milestones, but the Sales team didn’t always have the full picture because sales information didn’t flow through automatically. They were stuck manually uploading data to see which users were already assigned to a salesperson and if there were any interactions with a specific user.
With Census handling that data sync, the Sales team has the information they need at their fingertips. What’s more, they’re able to try new ideas and iterate more quickly on these communications.
That effort is paying off: HOVER has almost doubled the number of sales meetings happening on a monthly basis.
Identifying upsell opportunities with product qualified leads
Instead of bombarding everyone with upsell messaging, HOVER targets the users most likely to upgrade. Before using Census, accessing product usage data to identify those users was a challenge. Now, they’re able to quickly and accurately identify users with a certain number of product transactions. They can then use Braze to send a targeted message highlighting a relevant upgrade feature.
"In order to offer our customers more value, we will leverage Census to send a message to active users inviting them to use a feature that will better enable their business. With Census, we are able to engage customers who are likely to purchase another HOVER tool."
Max Caldwell, Senior Growth Lead
HOVER is already loving the way Braze lets them proactively reach out to customers based on product usage behavior. Enriching their data set in Braze using Census could lead to even more personalized outreach and drive additional growth metrics.
Right now, when new users sign up, HOVER doesn’t collect data to identify their professional role, even though that data would be a valuable way to target messages. Implementing a change to the signup process is a major endeavor, but some of that data exists elsewhere in HOVER’s data set. HOVER’s growth team is exploring ways to both get that data into Braze using Census, and also to collect that data through in-app messaging using Braze.
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