abillion
ESCP consulting project · abillion · 2024
Turning fourteen million users' reviews into leads a sales team can actually contact.
Context
abillion is a review platform with 14 million users across 143 countries and over 3 million reviews. Its plan to sell premium restaurant subscriptions depended on contacting the venues its users had already reviewed. The reviews carried names and locations but no contact details, so no lead could be converted.
Challenge
A sustainability review platform wanted to monetise its restaurant listings, but its leads had no contact data attached.
Approach
- 01Traced the failure to its source: leads were user generated, so the platform held venue names and locations but no route to a decision maker.
- 02Defined the data taxonomy needed across contact, business, interaction, engagement and financial categories.
- 03Designed the CRM architecture end to end, from external sourcing through storage, transformation and delivery.
- 04Specified a four step pipeline of sourcing, cleansing, enrichment through fuzzy matching, and consolidation.
Outcome
Diagnosed the blocker as a data problem rather than a sales problem, and designed the CRM architecture, data model and four step enrichment pipeline needed to turn user reviews into reachable leads.
- Data taxonomy
- CRM architecture
- Entity relationship data model
- Four step enrichment pipeline
- Tooling recommendations
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