BYJU’S is the world’s leading edtech company and the creator of India’s most loved school learning app which offers highly adaptive, engaging and effective learning programs for students in LKG, UKG, classes 1 -12 (K-12) and competitive exams like JEE, NEET and IAS.

BYJU'S launched its flagship product, BYJU’S - The Learning App, for classes 4-12 in 2015. Today, the app has over 120 million registered students and 7.5 million annual paid subscriptions. With an average time of 71 minutes being spent by a student on the app every day from 1700+ cities, the app is creating a whole new way of learning through visual lessons.

Sneha, Ajay & Unnati are from the Data Engineering & Analytics team for Marketing & Sales at BYJU'S were interviewed for this Case Study.

The team comprises 6 Data Engineers & 4 Data Analysts. Though the size of the team is small, they are engaged in the pivotal tasks that empower their Marketing & Sales teams. Their responsibilities include automating data tasks like data integrations, performing transformations, building models for specific purposes, automating reporting & dashboards, etc. The team works with data from diverse sources like LeadSquared, Appsflyer, Google Analytics, MongoDB, MySqlDB, Google Sheets, etc. and uses Bigquery as the data warehouse.

The team was generating huge marketing & sales data through various sources. The CRM data on Leadsquared, the marketing campaign data on Appsflyer, web analytics data on GoogleAnalytics, etc. The major challenge that they faced was hitting the maximum limit of the number of data fetch requests to their vendor APIs. In the absence of a complete view of data, the team was limited in terms of analysis & providing solid actionable insights.

The team was on the lookout for a potential solution to help them overcome the data ingestion challenges. Various solutions like Google Cloud Data Fusion were tried and analysed. Multiple brainstorming sessions with their existing CRM & Marketing Automation service provider, LeadSquared was done. It is through these discussions that the team was introduced to Sprinkle data, the No-Code Data Integration & Analytics platform.

Through the Leadsquared-Sprinkle Integration, the team could ingest data from Leadsquared into their data warehouse, Bigquery. The teams were also able to ingest real-time Appsflyer data through Webhooks created on Sprinkle. The Model feature is being extensively used by the team in building models to achieve their custom requirements. For example, the team has built a model to effectively generate a list of audiences based on internal logic. The list of audiences would then be targeted through Facebook & Google Ads which gives better conversion rates and also better Return on Ad Spends (ROAS). The Segments and Dashboard features on Sprinkle helps them in reporting tasks used to cater to the specific business needs.

“After the data integration part. We use the Model feature on Sprinkle to create models and to extract data to run targeted campaigns. We also use Sprinkle for the reporting tasks.” 
- Unnati Jaiswal, Senior Data Analyst, Byju’s

The team was able to quickly implement the Sprinkle data stack with the help of the Sprinkle Support team, overcoming the data ingestion challenges that they had faced. The exhaustive list of data sources that is supported on the Sprinkle Platform, has enabled the team to ingest data from almost any source through which they are capturing data.

“Whatever data source we are expecting we have all of them on Sprinkle Platform. Sprinkle has reduced the effort that the team may else have put in terms of creating API connections, Ingesting data, automating reports & dashboards. Thus, reducing the man-hours spent on these tasks.
The tasks like building the data pipeline, which could have easily taken up to 2 weeks, can now be achieved with Sprinkle in a day or so. The reporting tasks that could have easily taken 4 to 8 hours can be done through automation on Sprinkle in half an hour, which is a game-changer for sales”
- Sneha Saha, Lead Data Engineer, Byju’s
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Sprinkle provides a one-stop solution for all the data related needs from Ingestion, transformation and analytics. The ease of No-Code data integration and data analytics, over the conventional way of reporting, has been well-appreciated by the team.

“Small execution time is very important to us. The model feature in Sprinkle makes things a lot easier for us. The conventional way of report automation, where we have to develop the code and use BI tools like a tableau, for creating the dashboard is tedious. But since we can do all of that through sprinkle, easily through the flow, the model and the dashboard, it makes things convenient”
- Ajay Vergis, Data Analyst, Byjus

"Quick data integration options for diverse data sources & automation of repetitive reporting tasks, is a huge save on time for the Data Engineers & Analysts. They can hence focus their time on more advanced requirements, which is beneficial to the business.
We do not have to spend much effort or time in the Integration part, like building & maintaining pipelines. We can allocate the saved time to other advanced requirements”.
- Unnati Jaiswal, Senior Data Analyst, Byjus