Hub-and-Spoke Model: A Solution to Wistia's Data Visibility Challenges
Applicable Functions
- Sales & Marketing
About The Customer
Wistia is a B2B company operating in the software industry, specifically providing a video hosting platform. Their services help businesses create, manage, and measure videos. With Wistia, businesses can host videos on their own website and gain insights into how people are consuming them. Wistia also offers tools for turning videos into lead generation machines, including email capture forms and embeddable CTAs. Their team comprises Sales and RevOps, who were directly impacted by the data visibility challenges.
The Challenge
Wistia, a video hosting platform that aids businesses in creating, managing, and measuring videos, was facing a significant challenge in transferring data from its main application into Salesforce through a custom integration. This process was proving to be a major drag for the company, causing friction and delaying the delivery of crucial data to the business team. The challenge was not only in the transfer of data but also in the accessibility of product usage information. Salespeople had to navigate through multiple systems and learn SQL, a programming language for managing data, to access this information. This situation was not only time-consuming but also required a certain level of technical expertise.
The Solution
To overcome these challenges, Wistia implemented a hub-and-spoke model, specifically adding reverse ETL (Extract, Transform, Load) to their system. This solution removed the friction in data transfer and provided the business team with instant access to the data they needed. The reverse ETL process involved using Census’ APIs and robust logging information for reverse ETL observability, which significantly reduced alert fatigue. This solution also improved their data pipelines by establishing a single source of truth for data in different applications with consistent definitions. As a result, the data team spent less time on custom integrations, and salespeople could access product usage information without having to learn SQL or navigate through multiple systems.
Operational Impact
Quantitative Benefit
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