Kasha is opening access to health commerce in East Africa. Learn how Mode helps them to deliver more.
Kasha is a health eCommerce company delivering key resources to women in East Africa, where many people still lack access to fundamental services and products. Women in particular face embarrassment and taboos about healthcare. “We're thinking about how to solve stigma at scale,” says Amanda Arch, founder and COO. ECommerce has become the solution, as it offers confidential choices, payments, and deliveries, empowering women to make decisions about their own health.
Kasha's revenue comes from a variety of sources, including traditional internet e-commerce sales, text message-based USSD orders (a 2G technology that doesn't require data to work), and agents in the field placing orders on behalf of someone else. As the business grew, they struggled to analyze data coming from such disparate sources using a traditional BI tool.
Kevin Audi, who leads data science at Kasha, explains, “we had some of our e-commerce data pushed to dashboards, but it was hard to adjust views, or dig deeper.”
This became particularly problematic when Kasha wanted to understand how their agents were performing. Agents are both brand ambassadors and sales associates, introducing women to Kasha and sometimes even helping to place their orders. As a single agent often places orders on behalf of lots of different clients from one mobile device, it became challenging to measure unique new customers.
Audi explains, “as the number of spreadsheets tracking orders grew, we wanted to pipe these sheets into our BI tool, but we couldn't easily add data points or restructure, especially with offline data.”
Using Mode, Audi began to centralize reporting, bringing together data from USSD orders, their web front end, spreadsheets, and traditional BI. This created a clearer view of new and retained business, and helped to create a new compensation structure for each of Kasha's agents. "Mode's given us the ability to analyze everything in one place and make an impact for our agents."
Though the engineering team initially rolled out Mode at Kasha, there are now data consumers across the whole organization. “The entire company is now looking at dashboards to manage their roles,” said Audi.
That's because, in addition to faster, more comprehensive reporting, Mode also allowed Audi to present data for all skillsets, effectively accelerating the data culture at Kasha. Everyone can find the information they need on the same dashboards, and they can explore using non-technical tools like filters, or jump into the underlying SQL for deeper analysis.
Now, those Monday morning meetings start from a shared data literacy, which lets them get to deeper questions faster. “By week two with Mode,” says Audi, “we were done with our other BI tool. I had just created and pushed out a report faster than it took to run in our other tool.”
Beyond their own customers, Kasha is using data to change perceptions of business in East Africa and create new partnerships. To realize their mission of empowering women, Kasha needs to prove to vendors that their vision is worth investing in. Arch says that reporting is crucial to their B2B revenue stream: “we're investing in data, because it's critical to key partnerships.”
With Mode, Kasha can deliver new data about the opportunities for B2C business in Africa to partners interested in introducing new products. “There are so many transformative ways for us to go from 2x to 3x — Mode is a part of our decision-making in all things go-to-market,” says Arch.
“It's exciting to watch the magic of data happen. We're able to make better decisions faster, and with increased visibility,” says Arch.