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Project Duration
Ongoing since 2024
Client Industry
E commerce and Retail
Target Markets
United States

US Med Supply

Enhanced Lead Conversion Insights via Custom Zoho CRM Analytics Dashboards

Technology Stack

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Client Overview

Challenges in Modeling Subscription and Business Metrics

US Med Supply is a healthcare services provider specializing in the nationwide distribution of medical supplies and durable medical equipment (DME). Focused on delivering timely and reliable service, the company supports patients with essential health products while ensuring seamless coordination with healthcare providers and insurance carriers.


Solutions Delivered

Custom ETL from Zoho CRM

Solved SCD with status tracking
Standardized datetime, mapped relationships

Visualized conversions, funnel, status KPIs

Team Composition

Data Engineer

BI Dashboard Developer

CRM Data Analyst
Project Coordinator


Engagement Type

Fixed-Scope CRM Analytics Modernization Project

Key Challenges

Key Data Integration and Transformation Challenges

Lack of Historical Status Data

 Zoho overwrote rows instead of storing changes (SCD issues).

Datetime Format Mismatches

Dataprep and BigQuery incompatibilities disrupted transformation workflows.

Disconnected Modules

No native join path required custom logic for relational integrity.

Strategic Roadmap

The project began with extracting lead and contact data from Zoho CRM and staging it in BigQuery using Dataprep. Custom modules were developed to track historical status changes—enabling lead funnel visibility across time. Key performance indicators were derived and visualized in Looker Studio dashboards tailored for sales and marketing.

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We implemented a custom historical module to track lead status changes, enabling trend analysis. Datetime normalization pipelines were set up to standardize formats for efficient data transformation and querying.

Execution Approach

Challenges in Modeling Subscription and Business Metrics

We implemented a custom historical module to track lead status changes, enabling trend analysis. Datetime normalization pipelines were set up to standardize formats for efficient data transformation and querying.
We built relational structures in BigQuery to map modules like leads and contacts for seamless data access. Looker Studio dashboards were developed to provide filters by time, source, owner, and lead stage, allowing for targeted analysis.
This setup improved CRM data accessibility, trend analysis, and decision-making across teams.

BUSINESS IMPACT

Improved CRM Insight Depth
Better Forecasting & Funnel Optimization
Increased Operational Agility
Enhanced Data Trustworthiness

25%

better lead tracking via history modeling


30%

faster decisions using funnel dashboards


20%

less manual CRM reporting time