• Challenge: Mavely needed a way to manage its explosive growth in data so it could provide insights to help its social media creator network to sell more effectively.
• Solution: Mavely uses Domo as a full-stack data platform to power everything from executive scorecards to creator engagement strategies.
• Impact: Thanks to Domo, Mavely increased its new creator success rate from 4 percent to 40 percent while unlocking new creator revenue opportunities.

MAVELY SCALES SOCIAL CREATOR COMMERCE WITH DOMO

Social commerce now generates billions in sales, driven by social media influencers promoting products they love to an audience that trusts their recommendations. To empower this new wave of commerce, Mavely provides a platform that helps everyday creators earn real income by connecting them with top retailers and brand campaigns.

With Domo, Mavely has the ability to collect, visualize, and scale its data to drive decisions and maintain its leadership in this rapidly growing retail and marketing space.

“Domo is literally at every level of our business, and it has really created a data-driven culture here,” said Emily Sutton, chief of staff at Mavely x Later. “Not only are we looking at it from a C-suite perspective, but people at all levels are using Domo daily to drive decision-making for the business.”

Data team-in-a-box

After years of testing and refining its platform, in 2022 Mavely experienced a wave of explosive growth as it became the platform of choice for brands and influencers. With thousands of new creators joining the platform and brand campaigns expanding in spend and reach, Mavely found itself with more data than it knew what to do with.

“We had no data team, no data scientists, no engineers. It was just me,” said Sean O’Brien, chief technology officer at Mavely x Later. “We needed a partner who could handle ingestion, storage, governance, transformation, and visualization. Domo became our entire data team-in-a-box.”

With Domo, Mavely can capture both the volume and complexity of its data to understand how it could help its creators sell and earn more. “Domo unlocks the ability of our creators and internal stakeholders to drive more value than they would have ever expected,” O’Brien said.

The company uses Domo to power its Entrepreneurial Operating System, which informs every decision, meeting, and conversation. “Every department meeting starts with a scorecard featuring the key metrics we’ve identified as our leading indicators of revenue and bottom-line growth,” Sutton said. “What’s great is that we’re not looking back at how we performed in . We’re looking at a real-time snapshot of where we’re tracking ahead or falling behind so we can change course if needed.”

“I wouldn’t know how to run our meetings without Domo,” Sutton said. “It’s the first thing we pull up.”

Turning insights into earnings for creators

To help creators start earning revenue faster, Mavely used Domo to identify and map how its 750 most successful creators use Mavely’s platform, creating what it calls a “golden path” to success. Using these insights, Mavely now provides new creators with the insights and actions they can take to make the most of their experience on Mavely, increasing their engagement while delivering more value to brand partners.

“Previously, we used a lot of gut feel as to why a creator churned,” said Suhail Pothigara, VP of product management at Mavely x Later. “What’s been pretty incredible for us with Domo is that we can dive directly into the data to understand what successful creators are doing on the platform and what they are being successful at. This lets us create a blueprint for all new creators signing up.”

With its Golden Path project, Mavely created a set of real-time dashboards that allowed its team to monitor how changes in incentives, support, and guidance impact creator engagement, performance, and churn. The initiative generated a tenfold increase in the success rate of new creators.

“When new creators come on board, they are now on the golden path to be more successful. We can track every one of their movements on an hourly basis,” Pothigara said. “As a result, we grew the success rate of new creators on our platform in their first 90 days from 4 percent to 40 percent.”

Mavely also helps creators earn more by identifying opportunities to stack commissions from both retailers and brands. For example, if Mavely identifies ten creators who have already driven millions of sales on behalf of a specific retailer, Mavely can now go to a product brand to pitch it on a campaign.

“We can see which creators are driving sales for specific products and then approach brands with data to pitch them on putting a paid campaign on top of it,” Sutton said. “Many don’t realize how much of their sales are driven by influencers. Providing a clear data point on the revenue we are already driving makes it an easy sell when we ask them to double-down on it.”

While influencer marketing is still in its infancy, Mavely believes it has the potential to rival paid search and social so long as it has the same level of simplicity and data. Rather than view influencer marketing as a top-of-funnel way to drive brand awareness, Mavely is using Domo to help brands understand how creators can drive revenue.

“The industry needs to be more programmatic; you tell me how much you want to invest, I’ll tell you how much I’m going to give you back,” Pothigara said. “A partner like Domo is a competitive advantage for us to get there.”