HumansWithAi

Analytics for business with Yandex Cloud

How to set up analytics using Yandex Cloud and get a convenient business tool that saves employees time and allows track all data?

We set up and automated analytics for the Business Drive Academy project, which helped to get data on key indicators in a convenient way, which made it possible to make decisions on the further development of the project.

• Rostelecom approached our team with a request to customize and automate analytics for the Business Drive Academy project
• The customer wanted a tool that would allow regular monitoring of relevant data in a single dashboard

What goals did the customer want to achieve?

• The previous team’s attempts to customize analytics were not successful. The Google analytics counter used previously collected inaccurate data, and data from multiple sources had to be aggregated manually to calculate the cost per user.
• Address management’s concerns about the vulnerability of data being transmitted through external services
• Avoid additional recurring fees for various services

The main conditions for choosing the service were:

• avoid the use of additional paid services in the data chain, in particularly connectors for transferring costs from advertising systems;
• the tools used should not be at risk of being shut down due to external events (sanctions or blocking).

Choice of tools
To implement the project, we chose Yandex Cloud. The platform meets the customer’s objectives and contains a full range of compatible tools from data collection and storage (Yandex.Metrica, ClickHouse) to visualization (DataLens).

Scripts in Python were used to transfer raw data from Yandex.Metrica and AppMetrica to ClickHouse. Also, to avoid paid third-party connector services, they unloaded expenses from advertising accounts using Python.

Yandex.Metrica and AppMetrica have direct integrations with ClickHouse, which greatly simplifies a number of analytics tasks. But the transfer of some of the data we needed, such as expenses or Profile.id, was not supported by such integrations at the time of work, and we had to resort to writing scripts.

Stages of work
After we decided on the platform, the team started the main stages of work

What did we do?
1. Installed the counter “Yandex. Metrica” on sites
The project uses 2 websites:

• A welcoming lending which attracts new users;
• The main platform with courses, where users get to after registration.

2. Installed AppMetrica counter in iOS and Android apps

3. Set up conversions in “Yandex.Metrics”

• Conversions to introductory lessons.
• Conversions to registration.
• Registration on platform.
• Lesson views on the platform.

4. We have configured the transfer of user event parameters
Each person registered on the platform is assigned a unique user identifier (UserID) ➡ Transfer them to Yandex. Metrics” as parameters of visits ➡ Bind them with ClientID of “Yandex. Metrics.

5. Created a database with the help of Managed Service for ClickHouse inside Yandex Cloud

6. Wrote scripts in Python

• Transfer of expenses from “Yandex.Direct” and “VKontakte” advertising cabinet to ClickHouse.
• Data transfer from Yandex.Metrics to ClickHouse.
• Data transfer from AppMetrica to ClickHouse.

7. Created a virtual machine through Compute Cloud, downloaded the data transfer scripts and configured them to run regularly

• We created a virtual machine with Compute Cloud – a service inside Yandex Cloud for creating and managing virtual machines.
• Uploaded data transfer scripts to the virtual machine and configured them to run on schedule.

8. We set up visualization in DataLens so that the client receives the final result of the analysis in the form of a dashboard

• connection to ClickHouse;
• datasets and merge data at dataset level;
• charts;
• dashboards.

Results

Through the work we’ve done and combining the data in ClickNuse with subsequent visualization in DataLens, we’ve accomplished the main objective -identifying the sources and cost of registrations in various slices

Visualization in DataLens allowed project managers to:
[cloud tags=”monitor KPI indicators, save team resources when preparing regular reports, promptly track all key metrics, Reallocate budget between channels and scale successful advertising bundles”]

Conclusions

1. The Yandex Cloud data platform allows you to:

• Combine all company data for analysis of any complexity and depth with minimal latency;
• Host your sites and web services in the cloud for maximum scalability, resiliency and speed.

2. In doing so, the maximum is ensured:

• Data Preservation. Provided by automatic backup and replication of data.
• Information security. The cloud is placed in secure perimeter of three geographical data centers (located in Russia), complying with 152-FZ (the highest level of security UZ-1).
• The speed of visualization is due to the built-in integration of the DataLens BI system from Yandex.

FUE + FUI Clinic
Led the Clinic to Market Leadership with a Comprehensive Approach in One Year

Key Takeaways from the Case
In May 2022, our team assisted a client in opening their second hair transplant clinic. Our objective was to establish the clinic as an industry leader, and we opted for a comprehensive strategy to achieve results as quickly as possible.

The Situation at the Start of Our Work

• The clinic entered the hair transplant market starting from scratch, with the first average rating on a key review site at 4.4.
• The medical-themed website was built on Tilda, was one year old, and averaged 6,000 visitors per month from search engines.
• The site was not ranking on Google and was losing a significant portion of its audience.
• The clinic had no presence on social media.
• The share of traffic from paid advertising for key queries was only 5%.

Objectives We Set Across Various Areas

• Enhance the clinic’s reputation to the maximum value (5.0) on Yandex Maps and Google Maps to create a positive image that would drive customer growth.
• Increase traffic and the number of leads from search engines.
• Broaden reach through social media to spread that hair transplant is a procedure that delivers real results.
• Boost the share of traffic from advertising, increase the number of leads, and simultaneously reduce the cost per click.

Results

• Improved reputation to its maximum value (5.0).
• Received an award from one of the leading geo services in Russia.
• Search engine traffic increased by 375%.
• Leads grew by 133.33%.
• Opened new promotion channels.
• The share of traffic rose from 5% to 62%.
• Clicks increased by 234%, while the cost per click decreased by 37%.
• In less than a year, the clinic became a market leader and increase their revenue by 1.45 times.

How the Project Changed Users’ Lives

• Through our comprehensive efforts in advertising and SEO, clients found it easier to locate the services that meet their needs.
• The option to choose a convenient platform for leaving reviews and the quick response to feedback motivated patients to share their opinions about the procedures they underwent.
• With the help of SMM, we enhanced patients’ awareness of the services, positively impacting their trust in the clinic.
• Thanks to our open and transparent approach, more patients are willing to leave reviews, participate in content shoots, and share their results.

Business Challenge and Its Solution
As the clinic was just entering the market, our objective was to increase traffic and build client trust while generating as many leads as possible.

Here’s what we did for each area:

Reputation

1. Created a convenient and effective mechanism for gathering patient reviews.
2. Developed an motivation system to encourage patients to leave reviews after consultations and following hair transplant procedures.
3. Adjusted the handling of negative feedback and learned to minimize its impact.
4. Automated client interaction processes through amoCRM.

SEO

1. Enabled the website to be more scalable through migration.
2. Increased the website’s speed.
3. Accelerated the content publishing process while reducing its cost.
4. Made the website more adaptable for SEO optimization.

SMM

1. Developed content that helps clients find answers to the most challenging questions about hair transplants.
2. Addressed a large portion of objections through direct interaction on social media, warming up clients prior to consultations.
3. As most paid advertising channels were already maximized, we needed to expand our reach through social media—and we successfully did that.

Advertising

1. Implemented systems for identifying traffic sources for inquiries.
2. Organized goals for optimization and automated qualification of incoming leads.
3. Enabled offline conversion tracking to enhance advertising efficiency.
4. Established promotion strategies in collaboration with Yandex consultants.

Key Stages of Work

• Reputation
• SEO
• SMM
• Advertising

Results
The landing page increased the conversion of positive reviews by 60% and reduced the proportion of negative reviews on platforms due to the feedback form and submission to the CRM. Additionally, this solution helped decrease the load on consultants by 30%.

Increase in applications

Discover how HumansWithAI’s unique application of AI and AR technologies revolutionized advertising for the HFE Clinic, doubling application rates and breaking through market stagnation. Learn about our creative approach to influencer marketing that transformed the clinic’s digital presence and significantly boosted client engagement.

The HFE Clinic is the only clinic in Russia to perform hair transplants using the unique non-surgical HFE method.

At the time we started our cooperation, the clinic had already been operating for 11 years, had a 7.6% market share online and was competing with the market leader in Russia and Turkish clinics. At some point stagnation began: there was no growth in sales and profits.

The Humanswith.AI agency was tasked with developing a marketing strategy, launching new advertising channels and taking the business out of stagnation.

The set task
We encountered a problem at the very first stage of interaction with bloggers. Hair transplantation is a very delicate procedure. When a blogger found out that he was going to advertise a service he was not supposed to talk about, he refused to get involved.

The only way to work with opinion leaders was by bartering hair transplants (for advertising), with popular people more willing to agree to the procedure itself for money, but refusing advertising hair transplants.

We were faced with the question of how to increase the number of consenting bloggers if no one is willing to promote us?

Solution

Together the AREYES team developed an AR mask that allows you to try different hairstyles on yourself. Initially it was created to virally attract subscribers to the account, but after the launch we saw that the high reach of the mask did not attract any subscribers, then we sent this hypothesis to the “Failure” section and began to look for new ways to use it.

We decided to use an AR mask to increase conversions to agree to post. We tell the blogger about the mask and offer to try it on himself and show it to his subscribers.

By doing so, we created an opportunity for bloggers to present a complex, serious topic through a humorous form. Now bloggers don’t have to talk about alopecia, which can’t be treated by anything but a transplant, but can simply show the effect of the mask on themselves and talk about the clinic.
 

Goals Achieved
The AR mask turned out to be a great way to sell a delicate medical service not only to clients, but also to advertisers. And it also opened up the possibility of advertising to small and medium-sized bloggers, whom we could not go to just with a barter offer. You can influence conversion rates at any stage of the blogger interaction funnel, the main thing is to test more bold hypotheses.

KPI

1. Conversion to acceptance for placement increased from 17% to 30%
2. The number of applications has doubled

Yandex Training Experts
Instagram account as the basis for future growth of the company’s advertising revenue through available outreach channels.

Turn your Instagram account into an effective advertising channel.

Awards

• Tagline Awards 2020−2021. Best special project with bloggers
• Tagline Awards 2020−2021. Best Tricky Performance

@yandex_experts, aimed at direct communication with the target audience, increasing loyalty to Yandex advertising products and creating a community of market professionals.

Now this profile has found a new round of development and has become a Yandex Advertising Technologies account @yandex.adv
 

The original hypothesis

1. In attracting new customers.
2. In increasing loyalty to Yandex advertising products.
3. In the creation of a community of market professionals.

Target audience
With or without experience of doing business online, interested in digitalization of their own or client’s business.

Plan for achieving the goal

1. Growth in subscriber base – with the help of targeting advertising and advertising from bloggers. Without the use of givens and other similar mechanics.
2. Creating and publishing content – two-week sprints to allow for flexibility in changes and more experimentation during the pilot (6 months).
3. Daily collection of statistics – at every stage of audience engagement: from viewing ads to signing up and submitting an application.
4. Ongoing testing – creatives in advertising to find the main values for the audience.

KPI

• 27-100 thousand subscribers, based on their actual value.
• ER > 1%
• ERR > 5%
• Reach rate > 20%

What did
for the time of the pilot:

• Developed a design guide.
• Launched 14 content plans (109 posts, 303 stories, 16 IGTVs).
• Determined the best rubrics on ER and ERR.
• We launched a conference with Yandex employees and experts on “How to promote small businesses online” in live broadcasts and IGTV Instagram.
• Created Taplink with Facebook Pixel installed to gather the audience, leading to application forms with Yandex commercial products and Yandex online training courses.
• Tested 33 creatives in targeting ads with a reach of 3.793 million people.
• Contacted 2,205 bloggers. Made 34 ads with a reach of 1.029 million people.
• Together with the Yandex team we launched and held a contest for entrepreneurs #yandex_historyyougobiznes, which collected more than 50 cases.

Results
[cloud tags=”Advertising coverage 4.759.228 people, ER = 1–1.5%, ERR = 3.5–5%, Total coverage of more than 6 million people, Reach Rate = 30–45%, Attracted from the Target 11.1 thousand people, The total number of social actions is more than 40 thousand, A total of 39.5 thousand people were involved, Attracted from bloggers to the account 28.4 thousand people”]

Team

• 1 Project manager: content and blogger team management, account management with Yandex, reporting
• 1 Analyst: We calculate all figures in the business (costs, payback, profit) in different scenarios, analyze competitors to form a competing strategy and improve positioning, form a work plan for 1 year
• 1 Blogger Relations Manager: account management and placement
• 1 Community manager: responses to comments and messages
• 1 Targetologist: launch targeting ads + analytics
• 1 Copywriter: content
• 2 Graphic designers

HFE Clinic
 

How did our joint work with the client help the clinic go from stagnation to steady growth and open a second clinic in Moscow?

We increase the revenue of the hair transplant clinic by 1.5 times, and the profit doubled.

Awards

• Tagline Awards 2021−2022. Best crafty performance
• Tagline Awards 2021−2022. Best Performance Marketing for Medicine/Telemedicine

For three years, the clinic was stagnant. In September 2019, the client set a goal: “To increase profits, sales, and revenues.
The original hypothesis
Before our cooperation, the clinic had already been operating for 11 years, had a 7.6% market share online and competed with the market leader in Russia and Turkish clinics. In the last three years, the clinic was stagnating: there was no growth in sales.

The owner was convinced that this was due to poor ad set-up by the previous team. But we wondered, “Is it really about advertising, and do we need to work with it to increase profits?”

Target audience
All over the world the problem of hair loss is more peculiar to men.

Nevertheless, women also face the problem of male pattern hair loss caused by hormonal imbalance or acquired as a result of illness or injury.

However, the level of the problem in this situation differs for people: it’s one thing for a man to lose his hair after 45, and another thing to be bald at the age of 18−25. For girls, the issue of hair loss is more acute than for men.

Plan for achieving the goal
We did an analysis on the available market online and figured out the weaknesses in the funnel*:

market — traffic — converter — sales — finance.

*More about our approach
 

For revenue and profit growth, it is necessary to systematically increase key indicators, guided by numbers and scientific approach
[cloud tags=”site conversion, CTR in advertising, sales conversion, reaching audiences in new markets, business performance”]

KPI
After analysis, we realized that it is not at all about advertising, in the first place we need to work on the conversion to the application, sale and increase the average check.

Conversion to application
2% instead of the current 1%

Conversion to sales
18% (no data were collected before)

Average check
Increase by 30%

Then we projected a sevenfold increase in profits
However, the business goal would not be achievable without a change in customer attitudes toward both the brand and the hair transplant procedure.

Therefore, the solution to the problem required comprehensive measures:

• the launch of the new positioning;
• changes in the perception of the procedure;
• work with online reputation;
• training and support for the client at all stages of the decision-making process.

What did

• Implemented CRM.
• Conducted audience research to find positioning and change the site.
• Redesigned promotional materials and launched new advertising channels.
• Assembled a Growth Hacking team. Launching hypotheses in 6 hours.

For us, the key KPIs affecting profit were:

• increase site conversion (converter);
• increasing the conversion rate of the sales department;
• an increase in the average check by 30%.

Results for 2021
[cloud tags=”profit increased – by 60.76%, site conversion increased 2.9 times: from 1% to 2.9%, became the market leader, The number of applications increased 4.8-fold, from 290 to 1.419, opened a second clinic in Moscow, the average bill increased by 30%, revenue increased by 24.45%”]

So far, the task for us is still to help the staff of the clinic to get used to the CRM and accept the automation of many processes. That’s why at the moment only 5% of patients reach sales. Our future goal is to reach 18%, which we are systematically going towards: we are opening a second clinic to handle the flow of patients, training managers and simplifying their work.

The key to the result

1. Calculating the marketing unit: found weak points in marketing and business
2. Changing the website and promotional materials
3. Educating the audience at different levels of decision-making and gradually leading them to a consultation with a physician in the clinic
4. Launch of new advertising channels
5. Implement end-to-end analytics and focus on numbers
6. Changing the team’s mindset: introducing a separate Growth Hacking team

Team

• 2 Project managers
• 1 Project Administrator
• 1 Analyst
• 1 Blogger relations manager
• 1 Community manager
• 2 Targetologist
• 3 Copywriters
• 2 Correctors
• 2 Graphic designers
• 1 Videographer
• 3 SEO-specialists
• 3 amoCRM-specialists
• 1 Web Developer
• 1 Email-marketer
• 1 SMM-strategist