How Tonal, a home fitness company, raised the bar on organization-wide data intelligence
A home fitness system packaged into a digital touch screen mounted on your wall, Tonal delivers a full-body workout and personal training from your living room. Tonal’s intelligent strength training system offers up to 200 pounds of resistance to support hundreds of training exercises from the comfort of your own home.
Consumer products offered at premium price points that combine hardware with ongoing subscriptions require longer sales cycles and considerably more touch points. As Tonal set out to engage potential customers they knew they would need a robust data and analytics infrastructure to capture shopper behaviors and report on their sales and marketing funnels from first touch to purchase and beyond. From the beginning they knew they needed to capture and report data that was calibrated for answering their key business problems.
Tonal knew building out their data infrastructure and calibrating the analytics to focus on key business problems was bigger than any single employee hire they could make. And they didn’t want a single team member holding all the keys to their company’s performance data -- that’s far too risky. Instead they hired Mammoth Growth, giving them access to a team of experts with decades of experience in designing and calibrating such critical infrastructure.
“While hiring Mammoth Growth costs less than hiring a dedicated employee the real benefit is in having direct access to a team of experts,” said Rob Web, VP of Revenue & Growth. “Their in-depth experience has helped us develop our critical data and analytics infrastructure correctly the first time. And now that we’re all setup they act as a failover should something break or our internal team hit a snag.”
Mammoth Growth coached Tonal through their six step process designed to help align internal teams on key business questions and identify data necessary to answer them. This created a shared vocabulary for analytics across their organization that has helped teams communicate with top leadership and their board of directors.
Once their data infrastructure was in place, Mammoth Growth spent considerable time auditing data outputs and reports for accuracy. For the Tonal team to fully activate the data analytics, it was important that each report was bullet proof so that the entire organization could trust the data and rally around it. Further, both teams insisted that reporting systems be nimble enough that data could be pulled on-demand and easily shared.
Since originally collaborating with Mammoth Growth, Tonal has begun to build their own internal data and analytics team to support the data warehouse and infrastructure Mammoth Growth continues to deliver.
“The exercises Mammoth Growth put us through before building our infrastructure has actually raised the bar across our organization around data intelligence, which has really helped to foster collaboration” said Web. “Now that everyone understands and trusts the data, we have far more team members engaging to help solve our toughest business problems.”
“While hiring Mammoth Growth costs less than hiring a dedicated employee the real benefit is in having direct access to a team of experts. Their in-depth experience has helped us develop our critical data and analytics infrastructure correctly the first time. And now that we’re all setup they act as a failover should something break or our internal team hit a snag.”