See how Dartboard built a highly customised reporting structure that was not only scaleable with data, but was also applicable to business functions across Milkbasket.

1. CUSTOMER
CHALLENGE
As a rapidly growing business,
Milkbasket required access to
key data for stakeholders and
desired to set up an analytics
framework from day 1.
SOLUTION
Dartboard built a highly
customised reporting
structure that is not only
scaleable with data, but is
also applicable to business
functions across Milkbasket.
TRANSFORMATION
Milkbasket is using Dartboard
for customer analytics,
marketing intelligence,
measurement of marketing
activities, inventory
intelligence as well as for
acquisitions and referrals.
Grocery Delivery Startup Milkbasket
Gets Intelligent With Dartboard
Milkbasket is India’s first prepaid daily delivery service for milk and grocery.
Founded in early 2015, Milkbasket currently operates in Gurgaon (India) serving
over 60 premium societies and more than 2000 daily orders. Their unique model
allows customers to place or modify their orders till midnight for a guaranteed
doorstep delivery before 7 AM.
Milkbasket leveraged technology to grow fast and scale without surprises. Hence,
alongside their consumer apps (Android/iOS) and a consumer web store, they
built additional technologies to streamline their business operations; a real-time
procurement app, logistics tracker, deliveries tracker, customer self care app, and
an inventory management system.
As a young startup growing rapidly, Milkbasket was coping with an abundance of
data, spanning all areas within the organisation. They knew that the insights within
that data were essential to maintaining a positive trajectory of their business, but
unearthing them was a whole other issue. The team was burning valuable hours
extracting data from their database into Excel, just to build manual pivot tables.
We were at a point where we required each business team to
have easy and immediate access to their key metrics at a click
of a button.
- Anant Goel, CEO, Milkbasket
Additionally, they were finding themselves challenged by the limitations of out-of-
the-box tracking tools to gather customer behaviour insights on a continuous
basis. As the business acquired more customers, they needed a solution that
could quickly find answers to even the most complex questions; what is
happening, why it is happening, what can be done to improve it.
Enter, Dartboard
The simplest solution to Milkbasket’s problems was to set up a continuous
monitoring system that would not only give them their daily healthcheck numbers,
but also set them up for complex data-driven insights in the future. To execute
this, we locked ourselves with the leadership team in an analytics war-room and
defined the measurable numbers that form the signals for the health of
Milkbasket as a business.
www.dartboardiq.com © 2012 - 2016 | PaperKite & Hadean Labs | All Rights Reserved

2. ABOUT DARTBOARD
Dartboard is a business
intelligence and analytics
service to help early and
growth stage businesses
make sense of volumes of
historical and disparate data.
LOOKING FOR YOUR
PERSONAL DATA ANALYST?
Let us set up a pilot for you.
We’re always available on
(91) 9899 382 887
Process Ownership & Continuous Delivery
One of the very first things that any small and growing business struggles with is
allocating a process owner. Dartboard takes special cognisance of this, and this is
where we differentiate ourselves. Working in tight cahoots with the technology
team and business stakeholders to project manage the entire integration process,
we were quickly able to build an analytics framework for Milkbasket, and also
define continuous delivery in the form of a daily summary dashboard.
From the very start, Dartboard worked more like partners and
less like a SaaS company, which helped me focus on building
other important aspects of our product roadmap.
- Ashish Goel, Co-founder & CTO, Milkbasket
Once the dashboard was set up, we started providing the various functional
owners of Milkbasket with personalised and insightful reports on various aspects
of customer intelligence. In a short span of 3 months, we found ourselves
supporting every key decision with insightful and actionable reports.
Scaling Up With Analytics & Business Intelligence
Being a rapidly growing business with special focus on logistics, business
intelligence for Milkbasket means much more than just customer analytics. Having
tested the ground with customer insights, it was time for us to foray deeper into
customer actions and segments, and wider into inventory, procurement, delivery
and finance functions.
Now that a data culture had been initiated at Milkbasket, war-rooms became a
norm, and we were quickly able to build reporting structures for various backend
functions. Each function now has it’s own dedicated view of the key indicators
under their ownership, with tremendous potential of collaborating over insights
and drive the business in a data-driven way. In addition, each business function is
also supported by reports that are personalised to answer highly specific business
questions.
The Bottom Line
Dartboard has been instrumental is setting up a culture at Milkbasket that is
rooted deep in data. The teams and business owners are now able to drive their
day-to-day activities using Dartboard Insights as a benchmark to plan, implement
and measure their marketing, operations, finance and customer engagement
activities. This data-driven approach has resulted in ~20% month-on-month
growth, ~30% reductions in logistics costs, and paved the way for forming brand
alliances and for exploring other channels of generating revenue.
www.dartboardiq.com © 2012 - 2016 | PaperKite & Hadean Labs | All Rights Reserved