Embedded dashboard in action: Cleeng

Jill Hardy, Blog Editor, Looker at Google Cloud

Jul 22, 2021

This embedded dashboard feature offers insights from Cleeng, a SaaS platform specializing in Subscriber Retention Management (​SRM™). Cleeng clients can set up subscription services while getting unparalleled insight on how consumers experience their online content.

I talked with Damien Organ, Senior Product Designer, to talk about Cleeng’s goals and objectives for their embedded analytics dashboard, how it was set up and by whom, and who uses it. More importantly, we talked about how embedded analytics helps Cleeng achieve even greater client success.

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How Cleeng uses Looker embedded dashboards

Tell us about your dashboards. In general terms, why did you build them, and who are they for?

Our analytics application (ChurnIQ) provides business intelligence to media and entertainment streaming services. It serves different purposes, from reconciliation to performance monitoring to planning customer marketing campaigns.

We provide a broad range of financial, subscription, and campaign analytics modules to serve multiple needs within our client organisations. The primary titles of people we serve are business unit directors, founders, product managers, finance directors, and customer retention/marketing specialists. These modules collectively complement our core service, which is subscriber retention management in over-the-top technology (OTT).

What were your goals in setting up embedded analytics?

We wanted a modern and flexible development environment that would allow ChurnIQ to become the sophisticated analytics product the OTT sector needed.

Our platform goals included:

  • Build and manage our data structure more effectively
  • Improve load performance
  • Integrate well with a state of the art data architecture
  • Dramatically increase our ability to respond to client needs and release more modules.

The latter point is key as Looker shifts the focus of our front-end developers to other important projects, while also allowing us to rapidly respond to new market demands.

Building their embedded dashboards

Which team members were involved in creating your embedded analytics?

We really had broad internal involvement. Our CEO and COO are Cleeng’s founders and know the industry inside out, so they played a big part in shaping the questions we sought to answer with the product. But in addition:

  • Our product team and UX guided the dashboard structure
  • Our UI designer created themes and the framing for the embedded dashboards
  • Our data engineers worked closely with the product team to guide design decisions
  • Our CTO and an architect designed the overall flow and structure of our stack
  • Our account managers helped to validate design decisions and funnel client feedback

How long did it take to build your first iteration (MVP)?

It took around three months, and we exited our beta phase after another six-to-seven months.

Have you gone through further iterations to get to the dashboards you have today?

Our overall structure is largely the same, but we have certainly iterated on every other level. New data specialists joining our team add fresh perspectives on how best to capitalize on Looker’s capabilities. For example, they have offered ideas on more efficient and better designed query structures.

We have also sought to continuously evolve ChurnIQ’s dashboards based on customer experiences, so we are working on everything from dashboard layout to visualization styles to filtering options. Again Looker has made it much easier for us to refine our product in this way.

How to design an embedded dashboard that resonates with customers

Take me through the thought process you went through when deciding to showcase the data in the way that you did.

Our process was driven by both our strategic mission that focuses on subscriber retention management, and a clear hierarchy of the business questions we needed to answer for different stakeholders in our client organisations.

Something that makes us stand out in our industry is the completeness of the analytics we provide in ChurnIQ. Whether clients want to analyse their customer signups, content engagement, payment, or cancellation behaviours, we make these views available to them in a single application.

Given the diversity of our clients, we wanted to allow different stakeholders to dive deep into specific touchpoints like free trial performance, while offering them a high-level view where it is possible to connect the dots.

Did you have a “wow” moment when making this dashboard? If so, what were you surprised that you could do or achieve with Looker?

From a product design perspective, it was how quickly entirely new dashboards could be built and deployed. Also, the speed with which new people could learn the fundamentals of the platform was incredible. Looker gave us the muscle to react to new opportunities while allowing us to stay nimble and responsive in our processes.

The data actions platform is also really important for us. Visualizing data is one thing but passing that data along and supporting automated actions is increasingly vital. So the Zapier action, which offers an extensive list of integrations with other systems like Salesforce and Twilio, greatly increases the potential value of their data for our clients.

In what way has embedded analytics impacted the way you sell your product?

Our previous analytics dashboard was great but it was harder for us to provide the comprehensive set of analytics modules we have now.

We went from having a core subscriber management platform with some BI dashboards, to having a complete subscriber analytics product that serves as a standalone solution. And similarly, the process of moving from the connection of a new data source to the release of new analytics modules is so much faster.

Tips for success with embedded dashboards

How do you measure the success of this dashboard?

We use Looker’s usage monitoring to track engagement with each dashboard. This gives us a clear view of how well each set of analytics is answering the questions it should answer, as well as the overall impact of new features.

If you could go back in time to the beginning of this embedded analytics journey and give yourself one tip, what would it be?

Having a resident Looker expert is transformative, so finding someone who really understands the platform as we did would be a high priority.


If you’d like to see Looker’s embedded analytics and reporting in action, you can join a group demo.

For more personal interaction, we can help you explore what an embedded analytics deployment would look like for your organization. You can get started here.

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