The Structured Playbook: How Custom Dashboards Enhance Real-time Data Visibility and Client Engagement Flows

In an ever-expanding ecommerce landscape, category-defining brands like Hydrant, Sanzo, and Disco are turning to Structured. As a leading growth agency comprised of seasoned industry experts, Structured helps brands rise above the crowd and ramp up acquisition, retention, and optimization.

We sat down with David Bozin, a partner at Structured, to dive into how they’re driving scalable, reliable, and data-driven growth by leveraging Tydo’s custom multi-store dashboards.  

“Clients expect us to work magic. But there’s no magic to it. It’s all about putting in the hard work to keep conversing with and converting the right audiences.” 

Phase One: Clunky Computing and Wasted Work

Before onboarding with Tydo, the Structured team had gone through a number of multistep methods for data compilation and analysis. They’d patch together data using Klaviyo, export cohorts manually and through middleware, and then combine everything into Google Sheets before running it through Data Studio. 

But, they quickly discovered that the information displayed on their Klaviyo dashboards didn’t line up with the data sets pulled through the Klaviyo API—a nightmare for an agency that needs to make actionable recommendations based on a single source of truth. 

This led to even more time allocated towards building manual fixes, like data lakes and internal algorithms and attribution models, in an attempt to generate an understandable data set. 

In David’s words, this was a tremendous time suck for their account management team, who week after week spent hours running reports and compiling the data in a way that was actually digestible for clients. His team knew there had to be a better solution.

“Over the past year, our data crunching process was incredibly painful. When we finally migrated to Tydo, a huge weight was lifted off our shoulders.”

Phase Two: From Manual Inputs to Automated Analysis

As a growth agency for DTC brands, Structured needed a reliable engine for crunching the numbers used to drive three KPIs: acquisition, retention, and optimization. 

At the acquisition level of the funnel, David says he is ultimately looking at the traffic flow of consumers from info capture to cart to checkout, and finally to conversion. In addition, there are multiple layers where he stacks in sources of traffic (i.e. media buys, affiliates, influencers and organic).

Given that there are multiple campaigns being deployed in tandem, understanding which funnels actually attract the most valuable customers requires clear data and attribution. 

With retention, specifically in regards to email and SMS, many brands overlook that well-crafted email flows—knowing the how and when of retaining customers, rather than fatiguing them— is often the largest opportunity for driving ongoing value as well as LTV. David also points out that the key to nailing email is consistently running A/B tests on subject lines and consumer personas.

Finally, Structured’s work around optimization centers on iteration and performance upgrades across their existing acquisition and retention efforts. 

After pivoting from a data management system that was scattered across multiple platforms to a unified one through Tydo, Structured was able to skip the mundane workflow of picking through spreadsheets and quickly shift into a fully automated, centralized dashboard system.

As a result, they can now reroute resources to the core purpose of the agency: presenting sensible and relevant data to their clients, making sense of the numbers for them, and driving growth outcomes across their three focal KPIs.

“We tackle email from all angles. If you sell a replenishable product, email will be a core element of your strategy for driving outsized outcomes.” 

Phase Three: Priming Clients for Scalable Growth

At a high level, Structured is always managing and tracking variable metrics around open rates, click-through rates, revenue generated per recipient, and a host of other analytics.

Tydo unified this internal operations flow for the Structured team. No longer do they have to be inundated by endless information streams. Plus, making the switch to Tydo also worked wonders for client communications: the true crux of the agency. 

Now, the Structured team sets up a unique Tydo dashboard for each brand, displaying relevant, real-time performance numbers and trend lines that are intuitively readable. In turn, clients receive more concise reporting that helps them gauge performance breakdowns by channel. 

“As an agency, our goal is to unify data streams and make them accessible. One of the best compliments we get is when clients aren’t confused by the data presented. So far, we’ve had no questions. Tydo just works. Full stop.” 

Data Done Well: BYORC with Structured

Ultimately, Structured’s work is deeply rooted in real-time data and interpretation. But in David’s words, the act of analysis is as much driven by creativity and gut instinct as it is by numbers. 

Seeing as Structured’s team is full of industry veterans who’ve worked with top-notch brands, David describes their practice of gut instinct as a combination of pattern recognition and prior exposure and experience. For instance, hunches can be based on what’s succeeded for past clients, but are they consistent with what the data says is working for the current client? 

If not, data—particularly clear-cut analytics handled by Tydo—can help his team quickly define the correct course in order to drive the most informed growth tactics for their client roster.

In addition to being an active user of Tydo’s dashboarding tool, Structured has now unlocked their own custom Tydo Report Card. Any operator in the DTC ecosystem can get access. To dive into the core KPIs that Structured tracks for their clients, check out Build Your Own Report Card. 

“On a daily basis, our team runs through the same iterative cycle: instincts, data check, instincts, data check, and so on. With Tydo, that process is so much more efficient and accurate. It’s been a game changer for us.”