Amazon VGT2 Las Vegas: Unlocking the Power of Data Analytics for Customers

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In this guest post by Alex Reed from EasySend, we explore how EasySend integrates analytics into its platform, providing customers with valuable insights and data at their fingertips through Amazon QuickSight. EasySend is a no-code solution designed to facilitate the transition from traditional, lengthy forms to engaging, interactive digital experiences. Collaborating with over 100 enterprises, including leading carriers, agencies, brokerages, MGAs/MGUs, TPAs, and insurance software integrators, EasySend enhances the data collection process, making it more intuitive for end users. This transformation ensures that businesses can efficiently manage, verify, and track data as it seamlessly syncs with their core systems.

Innovating Customer Value Delivery

At EasySend, our mission is to simplify user interactions. Today’s customers demand a smooth, intuitive experience in every business engagement, and we help insurance and financial institutions meet these expectations by infusing rich media and interactivity into their data collection methods.

Reflect on your last experience signing up for a service or filing an insurance claim—did you encounter the usual tedious form with standard input boxes, or was it more like a conversation through a digital interface? We strive to create a comfortable user experience, making data intake not only easier but also enjoyable, allowing businesses to concentrate on their core objectives.

While we take pride in our front-end technology that automatically syncs real-time customer data with third-party systems, we sought to enhance our product offerings further and deliver substantial value to our customers behind the scenes. Customer data intake is a treasure trove of information, providing insights into user behavior and preferences.

To actively provide business intelligence to our customers, we recognized the need for a comprehensive data warehouse capable of aggregating, preparing, indexing, and storing data from various sources. This would empower our customers to create dashboards that filter, analyze, and present information in a user-friendly format.

Feature-Rich Dashboards and Analytics with Amazon QuickSight

Before integrating QuickSight, we relied on MySQL to develop custom dashboards, but its limitations quickly became apparent. The user interface offered a single visual tool that lacked the flexibility to accommodate diverse data types—process data, analytics data, usage data, and conversation data were all underutilized.

Although we briefly considered creating our own analytics/BI tool, it became evident that this path would be both complex and costly. Developing an in-house solution would demand the time of four developers and extensive QA efforts over two years, and even then, we would struggle to match the capabilities of QuickSight.

We also investigated other options like Sisense, Qlik, Microsoft Power BI, Tableau, and Domo, but ultimately chose Amazon QuickSight due to its:

• Cost-effective pricing model: QuickSight’s pay-as-you-go structure was appealing, allowing us to only pay for what we and our customers used. This made it feasible to offer integrated analytics and a premium advanced analytics plan.
• Seamless embedded analytics: QuickSight’s white-labeling feature enabled us to deploy it as a white-label solution within our EasySend platform in just nine months.
• Customizable dashboards: We appreciated QuickSight’s out-of-the-box functionality, along with its capability for detailed customization by both our team and authorized users.
• User access control: QuickSight empowered us to monetize data effectively, facilitating the creation of a premium product tier that placed advanced analytics features behind a paywall, thereby aligning with our goals for data productization.

Unveiling EasySend Analytics

Following a beta phase with select strategic accounts, EasySend now offers its customers two standard analytics dashboards powered by QuickSight: Overview and Process Analysis. These dashboards enable users to delve into conversion rates, top digital processes, and status updates over time, while also providing insights into user engagement, such as geolocation, devices used, average completion durations, and monthly anomalies.

For those seeking more comprehensive analytics capabilities, we offer a premium plan that allows customers to create their own dashboards. With QuickSight’s embedded authoring features, premium users can analyze their prioritized data points using over 30 visualization options and custom filters.

To provide a closer look at our platform’s capabilities, we present a brief overview of the following dashboards:

1. Overview Dashboard (available to all EasySend customers): This dashboard aggregates data from digital processes across all business lines on the EasySend platform. It provides insights into process status over time, top-performing processes, transaction sources, and conversion rates per business group.
2. Process Analysis Dashboard (available to all EasySend customers): This dashboard allows users to explore deeper analytics for specific digital processes beyond what the Overview dashboard offers. It includes process statuses, conversion rates, geolocation data, user devices, duration of processes, anomaly tracking, and basic investigative features using transaction and session grids. It also presents page funnels and time spent by end users, aiding customers in identifying areas for improvement to boost conversion rates.
3. Business Insights (part of the premium plan): With Business Insights, customers become restricted dashboard authors, leveraging pre-created process datasets and end-user form data to build their own dashboards on the EasySend platform. This empowers users to uncover and publish business insights using various visualizations for internal stakeholders across different business lines. For instance, a manager can monitor bankruptcy filings over a specific period or analyze annual revenue generated from particular policies.

Our data architecture utilizes QuickSight to extract data from Snowflake and MySQL, as depicted in our AWS architecture diagram. For further engagement on related topics, feel free to check out this fascinating blog post here, and for authoritative insights, visit this resource. Additionally, if you’re interested in further learning opportunities, this link leads to an excellent resource for training with Amazon: Learning Trainer in Phoenix, AZ.