Project Overview

WEX Incorporated is a global company offering financial technology solutions related to payment systems across a variety of industries including fleet, corporate payments and benefits. WEX was interested in having performance dashboards developed, using Klipfolio, to provide ‘data visualizations’ for a large number of top priority Key Performance Indicators (KPIs) including:

• Prospect to Opportunity Conversion Rate
• Lead to Opportunity Conversion Rate
• Opportunity to Win Conversion Rate
• Open Rate
• Click Through Rates
• Content Downloads

The data utilized to create the Klipfolio dashboards came from multiple sources, including Salesforce, Pardot, Google Analytics, and social media platforms like LinkedIn, Twitter, and YouTube. There was an immediate need for these dashboards as WEX aimed to track the effectiveness and impact of its marketing initiatives. Bronson worked closely with WEX officials to understand each KPI and its method of calculation.

Bronson collaborated closely with WEX stakeholders to gain a comprehensive understanding of each KPI and its calculation method. A significant portion of the project was dedicated to familiarizing ourselves with the diverse data sources to evaluate the quality, quantity, and structure of the data, focusing on the extraction of key fields necessary for the priority KPIs.

Throughout this process, Bronson maintained ongoing consultations and communication with WEX representatives to produce each KPI, create visualizations within klips or dashboards, and incorporate client feedback. Our team also provided project management services to keep the initiative on budget, within scope, and aligned with the project timeline while navigating the intricate client review, approval, and sign-off processes. In the course of this project, Bronson identified shortcomings in WEX’s data collection and data management processes that had a direct impact on the quality and quantity of data required to develop KPI visualizations.

The result was WEX undertook to develop new procedures and processes to enhance the integrity and quality of essential performance data.

The Challenge

WEX North American Corporate Payments Group (WEX) was interested in monitoring and measuring marketing efforts and related outcomes through the use of Klipfolio software. Specifically, WEX desired ‘data visualizations’ for the top priority KPI in the form of dashboards based on data related to the travel, media, aviation and insurance/warranty verticals. WEX was also interested in eventually assuming responsibility for maintaining and updating dashboards and looked to Bronson to support building that in-house capacity.

Our Solution and Impact

Bronson executed this project over a span of seven months, split into two key phases. The first was to focus on the largest company vertical, the travel vertical. The second phase of work focussed on three additional verticals: media, aviation and insurance/warranty. This undertaking was carried out in a collaborative and iterative manner, involving extensive discussions with WEX stakeholders and other service providers. Bronson dedicated time to thoroughly review and comprehend each high-priority KPI, including its formula, inputs, and relevant data sources. We assessed each data source to evaluate its quality, completeness, and current structure, as well as to explore options for data access and extraction.

We developed draft visualizations for each KPI for review by the WEX Project Authority to confirm the KPI was reporting information accurately and to to ensure the visualization was sufficiently informative and compelling. Following collection of client feedback, we finalized the visualizations and moved to the design phases within Klipfolio. All klips and dashboards were tested to confirm that the visualizations represented each KPI appropriately.

Additionally, Bronson provided WEX stakeholders with both verbal and written guidelines on future updates and modifications to Klipfolio designs. A crucial aspect of this project was our project management support, which included regular program updates, consistent communication with project authorities, proactive identification and documentation of issues, project status monitoring regarding scope, schedule, and budget, as well as invoicing. This engagement resulted in the following outcomes:

• Completed, validated and corporate approved campaign-level dashboards for all four verticals;
• Completed, validated and corporate approved Google Analytics dashboards for all four verticals;
• Completed, validated and corporate approved Social Media dashboards for travel vertical; and
• Developed data refresh procedures for dashboards that depend on Pardot data and Twitter to ensure klips remain current.

Learn more about the Klipfolio platform.