SledovaniTV

When reporting is your weakness

With a turnover of almost 350 million CZK, SledovaniTV Internet TV is the largest alternative operator and operates in 3 European markets. So much data flows in every second that it took 5 people across different teams dozens of hours a month to process it manually. The laborious nature of getting the reports was resulting in the client only evaluating their internal data once a month, which was hindering the growth of the entire company and the speed of achieving their goals.

"Looking back, we were overwhelmed with a lot of data that we couldn't properly evaluate. Instead of interpreting finished outputs, we were burning time preparing excel spreadsheets, database exports and accounting systems. We were often making mistakes, failing to see the data in context and draw the right conclusions from it."

Matěj Čičák, HEAD OF MARKETING SLEDOVANITV

Objective: to have better insight into the company's operations

There is power in data. Those who can use it to their advantage accelerate growth. SledovaniTV decided to shine a light on internal data and how it is collected to get an unbiased view of reality and improve business performance across the company.

Small Big Client Goals: 

• optimize financial reporting and controlling and get better holistic view on the operation of the company,
• streamline customer, product and marketing reporting to provide detailed insight into current trends,
• work with data Agile and on a daily basis and increase the momentum of real time development with decisions based on fresh data,
• learn how to evaluate and interpret data in context
• parse customer outgoings,
• start love data ♡ and turn it into action.

“Our customers choose between different types of TV packages with different TV channels and additional services. Therefore, it is important for us to be able to correctly identify paying customers and their long-term value, including real churn rates. Prior to Databy, we either did not notice many trends at all or assessed them inaccurately based on piecemeal information. Thanks to the guys, we can now see deeper and further. It's as if NASA loaned us a James Webb telescope and we could see what was going on inside our company and where. It gives us marketers a whole new universe of possibilities.”

Matěj Čičák, HEAD OF MARKETING SLEDOVANITV

Instead of a jumble of attributes, clear information about what's happening and where

In order to shed light on the client's business operations, we focused on 2 (at first glance disparate) areas, which in the end complement each other perfectly:

• the first goes into detail and provides a fine-grained view of product portfolio and customer base,
• the second is directed towards the surface and the whole: finance and accounting.

1. All data in one place

First of all, we created data warehouse. Such a storage and translation site, where data is downloaded every day from all data sources from enterprise ERP system to customer databases to Google Analytics. We then set the rules of operation to these data and gave them a staff culture. All detailed reports and reports on products, orders or customers are therefore available in a few clicks in the form of Clear dashboards. What's more — they all appear in one place, in the Power BI platform.

2. Optimise financial structure and reports

In parallel with the creation of the data warehouse, we focused on another data source: accounting. In order to give the company's management a more realistic view of the performance of individual centres and the entire company, we refined the way financial data is processed - after dozens of hours of debugging, we finally defined together with the client what and how we will account and report. The new financial structure resulted in optimised financial reporting and controlling for all 3 companies.

“When we are looking for a reason why, for example, our turnover is growing but profits are stagnant, we no longer have to generate a dozen different reports. We turn on Power BI and immediately see what is happening and where. Instead of seeing trends retrospectively, we have them accessible in a few clicks in one program on a daily basis. So we can react quickly and flexibly."

Martin Frinta, HEAD OF ACCOUNTING AND CONTROLLING SLEDOVANITV

We have changed the way we make strategic decisions

WatchTVTV now works much easier with internal data. Thanks to Databy they integrated Business intelligence reporting in your DNA. What are the main benefits of this?

Data from 15 sources and 3 companies

Tidy and modern visualised in 1 place for easier interpretation

Clarification of the financial structure

and optimization of financial reporting and controlling of all 3 companies

10-20% more accurate product data

thanks to their validation and automation of reports

90+ hours saved per month

and free hands for 5 people from the marketing and accounting team

Up-to-date data every day

and reports available in 1 click

Synergies across the business

and improved communication between teams and management

It's not just marketers and analysts who benefit from an efficient way of working with data, but also the management itself.

Customers, Products & Marketing

• Trends in the customer base can be seen in one place, allowing you to react effectively to developments in the customer base.
• Product margins can be more accurately identified and the product portfolio can be actively managed. 
• Thanks to the greater detail in the data, trends can be seen in the main product categories, in subcategories and in the company's individual products.

Finance & controlling

• It is easier to identify clients with poor payment performance and work on improving the situation in a timely manner.
• It is easy and quick to see how individual centres in different markets and the company as a whole are performing.
• All booked and unbooked transactions can be efficiently audited, thereby proactively preventing problems with data quality and consistency as well as poor or incomplete management reporting.

"With Databy we have a better overview of the costs and revenues of each product. Thanks to this, we can easily calculate gross margin on them - and in all 3 companies simultaneously. We were not able to do this at all before." 

Martin Frinta, HEAD OF ACCOUNTING AND CONTROLLING SLEDOVANITV