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Automating Event Sales Insights for Revenue Growth

5-year ongoing retainer contract

Story

Wingman Coaching, a U.S.-based sales coaching firm, relied on manual spreadsheet entries from multiple stakeholders to track event booking, attendee, and sales coach performance. As their Fractional Chief Data Officer, Corinna designed and implemented an end-to-end data automation pipeline, using Google Forms and Zapier to collect and unify booking, sales, attendee, and coach metrics, with which she then built a suite of Looker Studio dashboards. These dashboards surface key metrics like average revenue per attendee, deposit-to-full payment rates, refund trends, coach effectiveness, and overall event ROI, enabling stakeholders to monitor performance in real time and iterate on pricing, coach deployment, and event design.

Challenges

Fragmented, error-prone data entry: Multiple stakeholders maintained sales and booking information in disparate spreadsheets and within booking and sales software, leading to delays and inaccuracies in sales performance reporting.
Lack of real-time visibility: Without automated dashboards, the Wingman team couldn’t quickly identify high-value cohorts (e.g., attendees who only paid deposits) or top-performing coaches, hindering timely strategic adjustments throughout and post events.
No customer-facing analytics: The event hosts lacked self-service insights into attendee buying behavior, coach effectiveness, and pricing performance, limiting their ability to optimize on-site upsell strategies.

Solutions

Automated data collection: Replaced manual spreadsheets with a Google Forms front end, feeding data through Zapier into a standardized data model.
Centralized analytics platform: Developed Looker Studio dashboards for stakeholders that update automatically, with ongoing monthly enhancements adding customer-facing analytics and refined segmentation as needed.
Proving ROI: Enabled event hosts to monitor revenue per attendee, deposit conversion rates, and coach performance on demand.

Outcomes

Accelerated insights delivery: Reduced report generation time from days to real-time, empowering the C-suite to make data-backed decisions on pricing strategies and coach assignments.
Revenue uplift: Dashboards uncovered under-performing cohorts and pricing gaps, contributing to a measurable uptick in sales and profitability across events.
Scalable reporting framework: The modular pipeline supports ongoing monthly expansions, adding new metrics and customer-facing views with minimal manual intervention.

Testimonial

“Corinna has astounded me with her innovative solution to a previously ‘impossible’ display challenge in sales data. Her dashboards not only led to a significant uptick in sales and profits but have set a new industry standard, earning rave reviews from clients. Combining efficiency, meticulous detail, and brilliant data design, Corinna’s work epitomizes professionalism and quality. A true game-changer in data science, I highly recommend her expertise and eagerly anticipate our continued collaboration.”
– Rudy Rodriguez, CEO @ Wingman Coaching

Skills

Business Intelligence (BI) · Data Automation · Looker Studio · Google Forms · Zapier · Sales Performance Dashboards · Performance Analytics · Close.io · OnceHub
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