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How to build a funnel of visits to the electronic documents section and evaluate its usefulness for clients
Power BI report for analysis of new FESCO personal workplace function
FESCO is a private logistics company, a leader in container transportation through the Far East by sea and rail.
In FESCO personal workplace the clients apply for transportation. When transportation is completed, the client needs closing documents.

In 2019 we launched a new section Electronic Archive and put the document flow into online mode. Before this update, customers submitted paper and telephone requests through managers.

Now clients can download the documents themselves and request duplicates on loss. This reduces the time it takes to receive documents and puts less strain on managers.

Two months after starting the director of the service department had a question: how many clients have used Electronic Archive?

The task is to create a dashboard for analysis of client activity in the new section of the personal workplace.
Content requirements for the report:
It is necessary to show which FESCO clients have already used the Electronic Archive, and which have never visited it. Reflect customer activity types in a new section.

Purpose of creation:
Examine customer behavior and encourage those who have not yet done so to switch to online document management.
Data Sources
We collected data from several sources to get the Power BI report
Google Analytics web analytics system
Information about viewings, transitions to the Electronic Archive, clicking on various buttons and items in the section.
Personal Workplace
Data on actions taking place on the server: downloading documents, the success of document generation, creation of requests.
Internal IT-systems
of the client
Information about clients, document scans and FESCO shipments.
1. We wrote a specification

The reporting requirements were different and came from several FESCO colleagues. First of all, we assembled and structured this information flow in a single document.

We determined what kind of entities we would use in the reports. For example, the customer wanted to see statistics on customer activity. We described the essence of "Client" and listed the variants of its activity: viewing the section, downloading documents, entering the personal workplace.

We approved the specification with FESCO and proceeded to the next step.
2. We have identified the data sources
We had several data sources, divided them into three types:

  • Viewing and going to personal workplace pages, pressing buttons and items. Source — web analytics system Google Analytics.
  • Actions that take place on the server: authorization, downloading documents, filing requests for duplicate documents. Source — personal workplace database.
  • "Directory" - lists of clients, documents, information about transportation. Source — customer's internal systems.
3. Built charts and assembled dashboards

At this point, we saw the data inside the Power BI. We set up connections, prescribed formulas, and selected visualizations.
The main thing in our reports are funnels that show:

  • the number of clients that have ready-made closing documents in the database;
  • the percentage of clients who didn’t reach the last step — downloading documents;
  • how many clients have downloaded the document?

We have also built charts showing:
  • which filters were used by clients;
  • which field in the document request — forms the client stopped filling out.
4. We have prepared the documentation

The final of our work was a 32-page instruction for FESCO Analytical Department. The document describes the logic of setting up Power BI reports:

  • process of connecting to information sources;
  • formulas and customized links to combine tables;
  • a list of charts with data description;
  • instructions for updating information and connecting new users to the cloud dashboard.
Now the client can modify and update the reports itself.
The difficulties that we have overcome
Incorrect statistics due to rounding
Google Analytics округляет данные при больших объемах информации. Мы настроили коннектор между Google Analytics и Power BI, который позволяет получить точную статистику.
Load on combat systems
Google Analytics rounds up data for large amounts of information. We have configured a connector between Google Analytics and Power BI, which allows us to get accurate statistics.
Complicated logic of report setup
Information from several IT-systems is used for building reports. We have performed dozens of manipulations to combine and configure data in the Power BI system. To make it easy for a client to work with the system, we have created helpful documentation.
The result
The report showed that the clients willingly use the Electronic Archive. It means that the load on FESCO managers will be reduced. And clients will receive documents instantly.

We have identified clients who have not used the new section. FESCO will create a repeated newsletter for them. The effectiveness of the newsletter will be monitored with the same report.

We studied the use of filters and learned about popular customer requests.

As a result of filling out the forms, we found inconvenient places for the user and corrected them.
The first month of launching the Electronic Archive:
of closing documents
of active clients have visited the Electronic archive
of active clients downloaded documents from Electronic Archive
Reports on the new personal workplace functionality help to assess whether it is user-friendly and understand what can be improved.
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