TelevisaUnivision accesses key customer insights to increase retention with Kubit

With 3,500 queries per month and 50+ users of Kubit, TelevisaUnivision trusts Kubit product analytics to provide the self-service insights that its product, data, and analytics teams need to optimize customer services.

TelevisaUnivision, the world’s leading Spanish-language media company, launched its video streaming platform ViX in 2022, it rapidly became a major player in the market.

Company:

TelevisaUnivision

Industry:

Media and Entertainment

Location:

Los Angeles, California Mexico City, Mexico

Data Warehouse

BigQuery

Table of contents

Challenge

Solution

Results

Challenge

Product analytics

Soon after launch, TelevisaUnivision recognized the need for a product analytics solution to understand how the customers they acquired were adopting the platform, and more importantly, if they would return. While BI was a necessary capability for them, the team recognized that in order to manage the volume of data streaming created, product analytics was the reporting engine best-suited to deliver self-service insights.

Perfect tool

TelevisaUnivision needed a tool that would work with their central data warehouse, where all content, subscription, and in-app messaging data was stored, as well as join dynamically with user behavior events data from their customer data platform.

Solution

Believing in the value of having access to industry experts, TelevisaUnivision leveraged Kubit to help guide best practices. The tool was implemented, and they began focusing on capturing the most relevant data across their product surfaces, such as the content that users are watching, the user behavior, and KPIs such as active users, total minutes watched, and streaming hours.

Various teams across the organization, including the product, data, growth, and analytics groups, began using Kubit in use cases such as:

Creating a product analytics team, bringing together product analytics, content analytics, and subscriber retention analytics data into a single view
Measuring and monitoring the effectiveness of new product releases easily

Ensuring that the search function is working correctly and also continuously improving as new features are launched
Monitoring any breaks in data pipelines and event instrumentation and locating issues to find resolutions
Empowering product managers with a self-service tool, where they can work on their own to monitor specific activities or dig into specific user actions

“Kubit is so quick, so user-friendly. I can just filter by platform and by the different releases and immediately get my questions answered”

Isabella Poleo

Senior Product Analyst

Results

Kubit is delivering value to Influence Mobile all across the organization, with users from Finance, Product, Marketing, and QA…and plans to expand that further. While Influence Mobile uses Tableau to track its top-line figures, it uses Kubit to explore deeper into that data.

The insights

The insights from Kubit have supported Influence Mobile in making key decisions, such as:

3X Revenue

Via funnel & AB testing analysis, TelevisaUnivision was able to optimize an onboarding funnel, which then drove thousands of additional users from an acquisition perspective and 3X revenue

3,500 Queries

Revise the copy to '3,500 queries per month are run through Kubit across a user base of 50+ end users

50% Growth

Using Kubit, MAU grew over 50% of company estimates