Free How can I use Tableau to increase productivity and innovation 

Freecharge is India’s most popular online top-up, bill payment, investment and other financial services platform. One of the digital payment companies is a subsidiary of Axis Bank, India’s third largest bank.

In December 2019, Freecharge and Axis Bank created the Digital Business and Transformation Team (DBAT) to lead both organizations’ innovative initiatives to transform Freecharge into a digital bank. The team has already achieved a number of major milestones, including the launch of an all-digital LEAP account on the left and Axis Bank’s first fully hosted application on the cloud.

The DBAT team has also built a data lab to capture value from the massive amounts of data created by new digital products like LEAP. Tableau makes it easy for product owners and other business users to extract solutions from their data, ultimately helping them improve product performance and customer satisfaction.

Moving to the cloud improves the efficiency of data analysis
DBAT’s Data Lab brings its data science and data engineering teams together so they can better collaborate on data initiatives. Their wastewater mission is to build a data platform that speeds up data analytics and helps them quickly roll that data into their business. “Previously, data was automated from the cloud to on-premises systems for analysis and sharing with the business, but streaming data remained a challenge. So we thought why didn’t we find a solution solution that would allow us to do everything on the cloud, and that was the beginning of our story with Tableau.” Sanjay Jain, chief technology and product officer at Freecharge DBAT.

Tableau is now a single source of facts for all stakeholders who have direct access to near-real-time data replacement spreadsheets to inform decisions. Tableau connects directly to Amazon DocumentDB to get and refresh the data needed for the dashboard. Key dashboards are created to provide advice on the performance and adoption of Freecharge and Axis Bank products. Use role-based access control to manage access to dashboards, ensuring that data is protected and only available to those who need it.

Businesses previously had to wait up to 24 hours to get their data, whereas now they can access it anytime and quickly resolve any issues they have. This means that problems are usually resolved before they affect our customers.

SANJAY JAIN, Chief Technology and Product Officer – DBAT, free

Deeper performance drives product enhancement and encouragement
DBAT’s Data Lab uses Tableau to provide businesses with more granular information about the performance of digital products. For example, the new dashboard tracks the opening process of LEAP identity digital accounts and helps businesses understand customer demographics with insights into business foreign trade prospects once they exit the workplace journey, which helps highlight any conversion barriers.

To combat fraud, Datalab has also developed a machine learning (ML) technology that can detect when a new user is likely to be fake and require additional identity checks. Tableau will be used to test the model before it goes live, primarily to visualize the output of the model.

Additional dashboards help Freecharge and Axis Bank track the performance of invoice payments and credit card schemes and ensure the successful completion of transactions. For example, they can track KPIs, such as payments received and the amount of successful or failed payments.

This approach to leveraging its data has led to significant efficiencies, including a 30% increase in the number of credit card customers due to lower customer service abandonment rates. The business has also achieved up to 80% efficiency improvements in credit card-related links. These efficiency gains are due to time savings from activities such as problem monitoring and resolution.

Other benefits include up to 90 percent less work to manually manage data and up to 20 percent more ability for companies to optimize marketing campaigns based on business intelligence. Save up to 40 hours per month by automating the daily funnel graph used to track LEAP performance, in addition to saving time on other processes and dashboards, and help reduce the business’s reliance on traditional data teams.

Business intelligence is an important practice in the digital transformation journey, and Tableau empowers product teams and stakeholders with easy access to data to make more informed decisions. Tableau also helps reduce the burden of data management, allowing development teams to focus more on data management core development.

RAHUL MURARKA, Chief Technical Project Manager – DBAT, free of charge

Tableau and Slack increase team agility and innovation
DBAT’s ability to monitor product performance and adoption in near real time supports an agile way of working for teams, which Slack also supports. Secure Channel-based messaging platform simplifies communication with free, Madrid aligns developers, design, product, project, data science, and quality assurance teams. With the support of Enhanced Collaboration centers, teams can deliver high-quality code faster, service reliability, and maintain engagement in workplaces that require remote access.

Slack is also a way for Data Lab to communicate and collaborate with technical teams to build new dashboards.

In the future, Data Lab launches plans for Einstein Discovery to help business users extract predictions and recommendations from data. It also plans to make the data searchable by keyword.

They also plan to deploy Tableau more broadly, providing data to executives and teams such as sales and human resources to make more informed decisions.

“We are democratizing data and giving businesses visibility into breakthroughs. For teams like our sales team, this is a game changer and helps us continuously enhance the user experience.” Jain.

Whereas it used to take months or years to launch a new product, now we can launch an MVP in weeks or months depending on the complexity of the product. We also have the data to understand what works and what doesn’t.

SANJAY JAIN, Chief Technology and Product Officer – DBAT, free