BFSI · Analytics Engineering, BigQuery

Max Life Insurance: 97% Analytics-to-CRM Data Accuracy with BigQuery

Max Life’s digital analytics and its CRM disagreed about the same customers — and reporting quotas made investigating the gap nearly impossible. Nobody could say which numbers to trust.

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97%

analytics-to-CRM data accuracy achieved

custom KPI dashboards in daily use

reporting quota errors after warehouse move

The Challenge

When the analytics platform says one thing and the CRM says another, every downstream decision inherits the doubt. Max Life's teams were reconciling discrepancies by hand, running into platform reporting quotas mid-investigation, and lacked the custom KPIs the business actually managed by — the standard reports simply didn't match how the insurer thought about its funnel.

The Solution

We moved the analysis where the limits weren't: raw event data exported continuously into BigQuery, modeled against a custom schema designed around the CRM's own framework so both systems described customers in the same terms. On top of that warehouse layer we built BI dashboards for the KPIs that mattered to the business — bypassing reporting quotas entirely — and ran systematic validation and cleansing until the two systems reconciled, iterating with stakeholders as the dashboards went into daily use.

The Results

Analytics-to-CRM matching reached 95–97% accuracy — from "which system is right?" to a single trusted view. Five-plus business dashboards now serve custom KPIs without quota errors, and teams see customer journey behavior in near real time instead of waiting on manual reconciliation.

BigQuery
Custom Data Schema
BI Dashboards
Server-Side Analytics

More client work

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