Case Study
The Wiseman Group
Rebuilt their technology stack. Custom Dashboards. 10,000 new leads, 7x growth in 3 years and their audience doubled in 2022.
Transforming Customer Data into Predictive Revenue Intelligence
The Challenge: Data Rich, Insight Poor
The Wiseman Group came to us with a challenge familiar to many growing businesses: they had valuable customer data scattered across multiple systems but struggled to extract actionable insights that could drive strategic decisions and revenue growth.
They had built an impressive digital presence around Liz Wiseman’s leadership development expertise. With 10,000+ quiz responses and customer data spread across 11+ systems, they needed to understand their complex customer journey and identify which prospects were most likely to benefit from higher-value services.
Their business model centered around eight distinct service tiers – from free quiz participation and newsletter subscriptions to high-value keynotes and coaching engagements. Customer journeys weren’t linear: some started with workshops and later purchased books, others took the quiz and jumped directly to coaching. This complexity made tracking and predicting customer movement between tiers particularly challenging.
The Core Problems
- Customer information lived across 11+ different systems (Google Analytics, HubSpot CRM, Mailchimp, WooCommerce, QuickBooks, social media platforms)
- Manual analysis couldn’t identify subtle patterns in tens of thousands of quiz responses
- Marketing decisions were based on intuition rather than validated data
- Questions like “Should we double our ad spend?” or “Which quiz participants should our sales team prioritize?” remained unanswered
Our Approach
Three-Stage Data Intelligence Implementation
We implemented a comprehensive data intelligence platform combining advanced data engineering, machine learning, and predictive analytics to transform scattered customer touchpoints into strategic business insights.
Stage 1: Foundation and Integration
We built a customer lifecycle dashboard tracking six critical stages (Attraction → Capture → Nurture → Convert → Loyalty → Upsell/Referral) and connected all 11+ data sources into Google BigQuery. This required addressing technical challenges including scalability issues with their existing Watupro quiz system, implementing New Relic monitoring, and building robust data pipelines.
Data sources mapped to customer lifecycle stages with key KPIs tracked at each funnel stage.
Stage 2: Pattern Recognition and ROI Validation
Using Google Looker Studio, we analyzed correlations between customer behaviors and business outcomes. This enabled concrete answers to investment questions – for example, when they considered doubling ad spend on a landing page, our models revealed diminishing returns and spending ceilings, preventing an unfruitful campaign investment.
![Linear Relationship Analysis]
Linear relationship modeling between customers and purchases, enabling ROI predictions for marketing investments.
Stage 3: Advanced Machine Learning
We developed sophisticated machine learning models analyzing thousands of past customer journeys to identify complex patterns and predict future behaviors. The system considers quiz completion patterns, engagement timing, content interactions, and service tier progression to identify which customers need different types of follow-up.
The breakthrough: Our system identifies, with 97% accuracy, which quiz participants will want a follow-on services above a certain dollar threshold within two years. This enabled precise sales prioritization and validated ROI projections for marketing investments.
Machine learning models showing predictive relationships between customer behaviors and purchase likelihood.
Results
Strategic Advantage Through Data Intelligence
Quantifiable Impact:
- 97% prediction accuracy for identifying high-value prospects within two years
- ROI optimization preventing wasteful ad spend through predictive modeling
- Sales efficiency transforming tens of thousands of quiz responses into prioritized outreach lists
- Strategic decision support enabling data-driven choices about service development and pricing
Operational Transformation:
The Wiseman Group now operates with a unified customer view across all touchpoints, automated insights replacing manual analysis, and a scalable framework accommodating new data sources. Instead of treating all prospects equally, they focus resources on customers showing the highest likelihood of significant engagement.
Complex Business Intelligence:
The system now answers sophisticated questions like: “How does quiz performance correlate with eventual service purchases?” and “Which early indicators best predict higher-tier service engagement?” This transforms thousands of quiz responses into prioritized outreach opportunities, allowing the sales team to focus energy on prospects with the highest likelihood of benefiting from their services.
Looking Forward: AI-Enhanced Intelligence
We’re exploring incorporating AI to uncover even deeper patterns through advanced pattern discovery, dynamic optimization of engagement strategies, and AI-powered identification of new business questions that warrant investigation.
Transform Your Customer Data into Strategic Advantage
The Wiseman Group’s transformation demonstrates what becomes possible when scattered customer data is systematically converted into predictive business intelligence. Whether you’re in manufacturing, professional services, or any industry with complex customer relationships, similar opportunities likely exist within your existing data.
Common Challenges We Address:
- Customer information scattered across multiple systems
- Inability to predict which leads will become valuable customers
- Marketing decisions based on intuition rather than validated data
- Complex customer journeys that traditional analytics can’t effectively track
Our Proven Process:
- Integrate disparate data sources into unified intelligence platforms
- Apply advanced analytics to identify revenue-driving patterns
- Develop predictive models that guide strategic decision-making
- Transform raw data into actionable competitive advantages
Ready to unlock the strategic intelligence hidden in your customer data? Let’s explore how our systematic approach to data science and machine learning can drive measurable growth for your business.
- Integrations with HubSpot CRM and custom Google analytics
- Migrated their entire system to a separate dedicated server
- Built custom quizzes as highly effective lead magnets
- Website redesign and refreshes to stay current and competitive
- Implemented intelligent life-cycle dashboards using Google Looker Studio and Jupyter to provide them with an ever improving lead list.
- See Case Study.
They’re able to help with anything I throw at them and focus on hitting our goals.
Jayson Sevison – Marketing Director, the Wiseman Group
Results
- 7x online revenue growth over 3 years
- 97% prediction accuracy for identifying high-value prospects within two years
- 10,000+ leads collected and prioritized through intelligent quiz system
- Resolved technical limitations that were constraining business growth
Get The Results You Need
Take the next step and reach out to us. We would love to learn more about your goals so we can see if we are the right fit to meet the demands of your organization. If we are not the best choice for you, we will let you know and refer you to someone who is.
