Vivino leverages information to drive growth and the all-time possible client feel

Nigh Vivino

Vivino is the earth's largest online wine marketplace and nigh downloaded wine app, powered by a customs of millions.

Industries: Retail & Consumer Appurtenances

Location: United states of america

Vivino and Looker team to streamline authentic, upwards-to-date datasets and metrics for valuable insights and improved customer service.

Google Cloud results

  • Over 50% of the Vivino team uses data daily to make informed decisions as they scale, experiencing fast paced year-over-year growth with over 12 million wines, 44 million users, and 1 billion scans equally of early 2020
  • Internally, team Vivino uses data to provide the best possible customer feel, leading to better customer support with a twenty% increase in customer memory and a 30% improvement in Net Promoter Score (NPS)
  • Expanding their internal utilise of information, the Vivino team is building two new data products to help their retailer and winery partners gain new visibility into their own data

Vivino is the world's largest online wine marketplace and well-nigh downloaded wine app, powered past a community of millions. Vivino's unique vino shopping experience uses community data to provide personalized wine recommendations—making wine discovery and purchase fun, attainable, and effortless for vino drinkers of every level. Vivino is experiencing fast year-over-year growth by using data to fine-tune retentiveness strategies, improve customer service and response, and evangelize data-rich partner apps for winery and merchant partners.

"It was a big concern of mine because it's of import that people trust data, and, if you lot accept 2 high-level people on different teams presenting dissimilar data to the executive team, so they start to ever question the information."

—William Moor, Director of Business Intelligence, Vivino

A proliferation of spreadsheets spurs a search for an culling

William Moor, now director of business intelligence, joined Vivino in 2015. At the time, the majority of the small company was based in Copenhagen while William was ane of the few employees in San Francisco. To serve the unabridged organization's data needs, William spent about of his time running a massive amount of queries for not-technical users and trying to brand sense out of a plethora of spreadsheets owned by different stakeholders—most of which were in unlike time zones.

In addition to helping non-technical users, Vivino'south technical users who ran their own database queries also needed help making sense of conflicting results from queries run without consistent data definitions beyond the system.

Since everyone had their ain datasets and metrics, conclusions didn't lucifer upwards as they should. The data was inconsistent. This was particularly problematic on the ecommerce side of the business concern, where data—whether correct or not—was beingness used to influence strategy and decision-making every bit the Vivino team scaled globally.

"Information technology was a large business organization of mine because information technology'south important that people trust information, and, if you lot have ii high-level people on unlike teams presenting dissimilar data to the executive team, then they first to e'er question the data," Moor adds.

"I love the ease of LookML. If you empathise coding, you tin can pick it up instantly. I knew it was something that I could take care of on my own then easily teach the team as we scaled."

—William Moor, Manager of Business Intelligence, Vivino

A unified style to admission a single source of truth

When Moor embarked on his search for a better solution in 2018, his goal was to find a flexible and scalable solution that would enable organization-wide access to trusted metrics as their global team (and data volume) began to grow.

Later evaluating different solutions, Moor chose Looker for its ability to provide trusted metrics across the organization, which he knew would help every department make better decisions for their customers. With LookML, Looker's modeling layer, he knew he could ensure data governance and metric definitions across datasets and queries, bringing trust back into the data and decision-making process.

"I love the ease of LookML. If you sympathise coding, you can pick information technology upwards instantly. I knew it was something that I could take care of on my ain and and then easily teach the team every bit we scaled," Moor remarks.

Utilizing Looker's native connexion with Amazon Web Services (AWS) Redshift—Vivino's data warehouse—the data squad was able to leverage Redshift's processing power while ensuring a single source of truth for all the queries that ran confronting it. By storing all of their information in AWS Redshift and analyzing it in Looker, the Vivino team is now able to view data generated by Mixpanel and Heap (product analytics and event tracking tools) and Salesforce (customer relationship management application) all in 1 place, providing a articulate and trusted view of the unabridged concern.

"Our marketplace offering is evolving and, every bit our needs alter, our squad can be dynamic and adjust—with the assist of Looker."

—William Moor, Director of Business Intelligence, Vivino

Optimizing orders to ensure happy customers

Having instant access to trusted information has been particularly helpful to the ecommerce and operations teams at Vivino—enabling Vivino to dramatically scale its marketplace business that is experiencing fast paced year-over-year growth, with over 12 million wines, 44 million users, and 1 billion scans equally of early on 2020.

In addition to using Looker to track vino orders and shipments to customers to understand loftier-level trends in delivery time and satisfaction, the ecommerce team also has custom alerts fix so they tin exist notified if an society fulfillment upshot arises, relating to the accuracy or timely commitment from their winery partners. As a effect, the entire Vivino team tin can identify and answer to issues quickly so discover and standardize processes that work all-time. The squad uses dashboards, explores, and alerts in Looker to quickly identify and have action on orders that have been in the queue for too long. This ensures a positive and timely customer experience, helps the team stay efficient, and provides peace of mind and so if orders are being delayed, the squad will know about it and be able to take action and find a solution.

The visibility Looker provides has been especially helpful in identifying unhappy customers and providing insights the Vivino team tin use to improve and develop retention strategies, and ultimately improve the overall customer experience. Before Looker, similar many ecommerce businesses, the Vivino team didn't take much visibility into customers who may accept had a less than positive feel. Generally, customers won't tell online merchants why they are dissatisfied—instead, they simply walk away and never interact with them again.

In the past, a customer may have received a shipment of wine they did not similar and and so never placed another order again. With access to Looker, the team can at present place dissatisfied customers, reach out to them quickly to address their concerns, and ultimately increment client retention. Using one dashboard, the ecommerce team is able to connect how users charge per unit wines afterward they've placed an order. This provides a more complete picture, agreement non only the ordering process merely also the experience of receiving and enjoying (or not) a item wine. This team has custom alerts ready from this dashboard to notify them when a customer provides a negative society for a bottle of wine in their shipment. The operations and customer service teams are so notified, and they immediately take action by following up with the client. This resulted in increasing Vivino's customer retentiveness by 20%.

"Our marketplace offering is evolving and, as our needs change, our squad can be dynamic and suit—with the help of Looker," affirms Moor.

Piece of cake access to sentiment analytics enhances customer support

The customer service squad is continually gathering as much customer feedback as possible to assistance raise the quality of service and products they offer customers. 1 of the metrics they use to track this is Net Promoter Score (NPS), a client loyalty metric that assesses to what extent a customer would recommend Vivino, its product, or services to friends and family.

Prior to using Looker, Vivino'due south customer survey results were distributed across multiple tertiary-party platforms and regional tools, making it challenging to collate, manage, and gain insights from customer feedback. By accessing this data, along with their NPS scores and order analytics in Looker, they gained a better understanding of the post-purchase and post-delivery customer experience. These insights are bachelor across teams, providing anybody with a consistent view across all platforms, regions, and partners.

With data centralized in Redshift, Vivino is going a step further and using natural language processing (NLP), which takes unstructured data in the form of homo language (text) and renders it into a format a computer can understand to enable sentiment analysis on the surveys. Because Vivino operates in a number of dissimilar markets with different languages, NLP assay can be especially complicated. To brand information technology easier, they use a automobile-learning-powered NLP tool that enables them to translate text and derive insights. Once the sentiment assay is completed, the team applies internal customer service classifications (such as "belatedly shipping" or "incorrect guild") to organize the data into "buckets" in Redshift. When the customer service team surfaces this data in Looker, they are assured it'due south clean and authentic. They can run a report and look for key terms, different data entities, and sentiment analytics to understand what customers are saying.

The result? An increase in Vivino'due south NPS score (which was already high) by 30%. This also enabled Vivino to expand its team to spend more time tracking and acting on insights from Looker and supporting customers rather than sifting through multiple spreadsheets with inaccurate data.

Other departments at Vivino are also taking advantage of the combined power of Looker and Redshift. The client relationship management team, for example, uses marketing data from multiple sources that reside in Redshift and is visualized in Looker to identify the marketing activities that increment client happiness. From there, they can determine what works best across regions to increase customer acquisition.

The analytics squad members are avid users of the easy-to-use Looker application programming interface (API). Rather than managing notebooks with queries, they make utilise of the API to build the datasets they desire, run queries, schedule reports, and more.

"Employees interact with dashboards and the explore office in Looker. They take alerts set up for orders that have sat in the queue for too long, then they tin can follow upwardly and react. This provides a ton of peace of mind. For example, they can be alerted if there's a larger society shipment that hasn't gone out on time."

—William Moor, Director of Business Intelligence, Vivino

From data silos to data civilization

Since implementing Looker beyond the organization, Vivino is able to provide company-wide access to trusted, accurate insights that assistance anybody make the best decisions for their customers. With the fourth dimension saved from running manual queries and double-checking accuracy, Moor and his squad take been able to go beyond dashboards and integrate insights into employees' workflows, including setting up custom email alerts and using the Slackbot to bring data into conversations. "Over half of the company uses Looker at to the lowest degree once per day, and this includes engineering teams. If I walk effectually the San Francisco office, everyone has Looker open and is doing something with information technology," Moor points out.

Up next: Embedded analytics for winer and merchant partners

In improver to using Looker for internal analytics, Moor'southward team is likewise leveraging Powered by Looker to embed analytics into external products for their winery and merchant partners, allowing these partners to gain insights from business intelligence without needing to build out their own data stack or processes.

For years, the Vivino sales team has been using Looker to track metrics for their partners, including how their pricing compares to other merchants, or how customers rate their wine compared to other wineries. Information technology became clear that wineries and merchants were craving data to improve understand and build their business plans every bit they kept coming back to the Vivino team with more and more than questions, they wanted to interact with the data themselves.

"We plant that the wineries were super hungry for information and wanted to exist able to reply their own questions: How are users rating my wine? How well is it selling? What are people asking and saying about information technology? How are my brand pages performing?" relates Moor.

Clearly, this presented a great opportunity for Vivino to build an app, especially for its partners. The Vivino product team started thinking about what type of production they should develop and considered whether they should build or purchase the analytics portion. When the product squad heard Moor'south presentation virtually embedding Looker into the partner awarding, they realized immediately that this fabricated sense. Rather than classify expensive technology resources to build the application from scratch, they decided that going with Looker again would be the best solution because they were deeply familiar with the tool and could leverage the data model they had already congenital for their internal analytics. In addition, since Looker is entirely web based, it's simple to rapidly build custom assay capabilities.

The product squad went alee with the plan and recently launched new functionality in the app targeted at winery partners, which enables them to do good from Vivino's massive database, including data from user reviews on wineries and wines. Previously, Vivino's profile for each winery was written past the internal team. Before rolling out the app, Vivino's product squad asked the wineries if they were interested in a product that would enable them to add custom data to their profiles, including videos. The wineries were extremely receptive to that idea, and several are already on board in the early product release.

"Essentially, this is a portal folio for wineries to get timely data on how users are interacting with their wines. From a marketing perspective, they will exist able to understand their vino ratings and how they stack up against the competition," Moor explains. "For instance, if a winery makes a Napa Valley Cabernet and sells it for a certain price, they can determine if the price is in line with what the market place volition bear for that blazon of production."

The Vivino team is besides evaluating a data product for their wine merchant partners, who apply the Vivino app to sell their products. This will positively touch on their businesses because they will be able to utilise embedded Looker dashboards inside Vivino to analyze and spot market fluctuations and trends. Merchants will be able to check their pricing against competitors, compare their stock to their competitors to estimate the uniqueness of their inventory offer, and spot trends in their region early to help them adjust inventory accordingly.

Vivino and partners rise above the contest

    Both of these products will provide value to Vivino partners—far beyond what they could possibly build on their own or become from a competitor, as simply Vivino can offer the rich contextual insights from the world's largest vino database.

    "Our power to laissez passer valuable data dorsum to our partners is critical. Thanks to Looker, we are able to provide higher value to our partners and can help them improve their businesses equally well. This reiterates that we are the leaders in wine data," affirms Moor.

    With company-wide access to data, Vivino is able to evangelize the best data and deals on wine, while also serving up the all-time possible client experience. As they expand their use of data to evangelize insights to their winery and merchant partners, they'll bring the industry never before seen worldwide visibility to vino.

    About Vivino

    Vivino is the earth'due south largest online wine marketplace and most downloaded wine app, powered past a community of millions.

    Industries: Retail & Consumer Appurtenances

    Location: Us