Analytics Suite for Marketers

Yext is a platform that gives brands control over their online presence across 100+ digital services by storing and syndicating their public knowledge such as location information, menus, events, and reviews, out to sites like Google My Business, Yelp, Bing, Yahoo, etc.

Prior to 2017, their Analytics offering consisted of two parts: a report builder and one dashboard to be shared within the account with limited customizability.

1) The report builder, though powerful, was clunky and only used by a few power users who had overcome the steep learning curve. To everyone else, though hundreds of meaningful raw metrics that tell a story about business' performance were available, they were inaccessible. To mention a few, these metrics included: Profile Views, Search Impressions, Clicks to Website, Clicks to Get Directions, Taps to Phone Number, and Facebook Page Visitor Demographics. 

2) The dashboard had significant customizability limitations compared to other leading analytics tools such as Google Analytics, Tableau, MixPanel, and Domo. The module sizes and arrangement options maxed out at two. Because there was no functionality to add multiple dashboards, it was impossible to make thematized reports or individual reports to each need. Understandably, adoption for the dashboard was also very low. 

Customers' lack of engagement with analytics was not only hurting them--it was hurting Yext. Because they rarely came across data on their digital performance, many had difficulty understanding the value Yext was bringing them over time. This consequently resulted in Account Managers and Customer Success teams frequently explaining the "Yext message" via phone calls or QBRs.