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Automating Engagement Intelligence for a South Asian Media NGO

About Client

  • A youth-focused social impact organization with 1,000+ employees, operating across India and South Asia

  • Active in the Media & Entertainment sector, combining TV, digital content, and social media to promote awareness on sexual health, gender equality, and mental wellness

  • The company collaborates with NGOs, healthcare providers, and policymakers to drive large-scale behavioral change through content and campaigns with a strong focus on communication and impact measurement.

Problem STATEMENT

  • Lack of Visibility into Content Engagement
    The client struggled to understand how users engaged with their digital content—particularly videos and social media posts. Manual analysis of survey data wasn’t enough to reveal patterns in views, likes, or time spent, making it difficult to assess what content truly resonated.
  • Fragmented Tracking of User Behavior
    There was no unified system to track user activity across platforms. Measuring average time spent, engagement frequency, and performance across different content types remained inconsistent and delayed. This affected their ability to create targeted content and improve user retention.

Solution

We sat down with the client’s team to understand their pain points. To address these challenges, our team designed a comprehensive solution with these key components:

  • User Activity Monitoring: Tracked how long users spent on specific videos/posts to understand retention patterns
  • Interactive Tableau Dashboard: Built a real-time dashboard that visualizes likes, views, and engagement trends across platforms
  • Segmentation & Personalization: Grouped users based on engagement data to help tailor content strategies
  • Strategic Insights: Delivered actionable recommendations for improving content targeting and platform usability
  • Performance Benchmarking: Tracked engagement changes over time to refine content strategies
  • Automation & Real-Time Reporting: Fully automated updates and data refresh within Tableau were enabled, eliminating manual reporting delays.

Technical Implementation

  • Data Extraction via APIs: Pulled data from Instagram, Facebook, and YouTube using official APIs
  • Automated Data Processing with Python: Developed scripts to clean, transform, and standardize data for analysis
  • ETL Pipeline: Built a consistent Extract, Transform, Load process to ensure data usability
  • Cloud-Based Storage: Stored structured datasets in Google Drive for accessibility and scalability
  • Seamless Tableau Integration: Connected Google Drive with Tableau for real-time data visualization
  • Dashboard Buildout: Created a dynamic Tableau dashboard to monitor likes, views, user activity, and retention metrics

Technical Architecture

Business Impact

  • 5% Boost in Engagement Visibility: The organization gained clearer insights into audience behavior, enabling informed decisions

  • 60% Improvement in User Retention: Data-driven content adjustments led to better retention rates

  • 90% Automation of Data Processing: Eliminated manual extraction and reporting with fully automated workflows

  • 70% Faster Decision-Making: Reduced reporting lag time by integrating real-time dashboards

  • 50% Growth in Content Engagement: Better targeting and strategy led to noticeable engagement spikes across content

By automating user engagement tracking with Python, APIs, and Tableau, DataToBiz helped the client move from scattered data collection to real-time, actionable insights. The new system improved visibility into user behavior, streamlined decision-making, and strengthened their ability to adapt content strategies for greater impact.

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Ankush

Business Development Head
Discussing Tailored Business Solutions

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