Innovative SaaS platform to measure the performance of the social media campaigns and optimize engagement and revenue goals with advanced metric
Companies across the globe working in B2B and B2C domain run digital campaigns. They track disconnected numbers to evaluate performance of their campaigns, though there are number of metrics like CTR (click-through rate), page views, time spent, likes, shares etc. it’s still an incomplete science to gauge the campaign engagement.
The SaaS solution analyses the performance of the various ad campaigns from social sharing perspective and determines the brand engagement. Important aspects and abilities of the solution include:
Client is a United States based social media data science agency that consults global organizations with marketing strategies that stimulate the brand engagement and results in improved sales numbers.
The CEO of the company has rich experience in social media strategies and has worked for various innovative startups and enterprises. In the initial introductory call he shared the high level project idea but after reviewing our extensive customer success stories in SaaS domain and after couple of brainstorming sessions with VSH’s tech consultants and business analysts’, he decided to start the development straight away with a team of 10 dedicated resources.
Documenting the rough product idea discussed over few brainstorming sessions was critical, so the project started with preparing thorough requirement document and defining the solution and execution approach. Some of the important aspects of the solution include:
‘VSH SaaS’ is SaaS development acceleration platform and has number of in built standard SaaS features, the platform was leveraged for this project to reduce the time to market. On top of the standard features, development of number of features like content collaboration, feedback management, integrated dashboard modules were developed.
Apart from the technology consulting, development, testing and deployment; VSH team was responsible for marketing and branding of the solution and ensured start off of extensive inbound and outbound marketing strategies.
The project involved integration with all the major social media platforms. Different set of integration guidelines, managing communication with their respective technical teams and consideration of all these aspects while sprint planning to avoid delays was critical during development. With effective management and seamless communication practise, VSH team managed to successfully complete these within given timeframe.
Having detailed knowledge of issues and risks associated with conversions in SaaS solutions, VSH built robust system to reassure users in case of failed payments or payment related issues. Also developed and efficient ‘Plan Customization Module’ to help build custom plans for enterprises and for individual clients facilitating the work for SDR’s while dealing with niche requirements.
The SaaS Platform required to ease the content creation, content collaboration, feedback management for stakeholders executing different social media campaigns at different levels. This included possibility of stakeholders like employees, partners and members working in different functions within the organizations and outside the organization as well. Considering all the possibilities, VSH team developed Smart role based access to effectively manage the roles and responsibilities of stakeholders while ensuring smooth communication among them.
Considering the various infrastructure management factors, MAILTAG was deployed on the AWS environment. Some of the characteristics of this environment include
4 Full Stack Developers
2 Front End Developers
2 Test Engineers
Major challenges were involved in the third party integrations as all the platforms have different set of integration guidelines. The process was time consuming and directly impacting sprint planning and delivery deadlines.
Difficulties in ensuring real time communication with onsite team because of unusual time difference, as client’s HQ is located in Mountain Time zone while our development team was working from IST time zone, so working hours were changed to have late night or early morning daily stand ups.
Development of event management and scheduling featured tool within the product itself to overcome the limitations of the thirty party event management tools.
Creation of custom HTML ads was challenging part of the ‘In browser ad creator’ which was successfully executed after consultation with VSH’s Subject Matter Experts. The feature enabled users to create and preview of these ads in various devices and environments.
Continuous and prompt communication with stakeholders and technical team is necessary to manage permissions and compliances in case large number of third party integrations are involved as it may create bottleneck in sprint planning and meeting deadlines.
In depth understanding of the social media domain, its norms and comprehension of metric to gauge the audience engagement on social media.
Processing, management and storage of large amount of data which was getting generated through various platforms in the form of images, videos and other media files.
Exponential growth in the number of subscribers reaching the milestone of 20,000 active users within first three months.
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