Keeping a Close Eye on KPIs

Why did you start using Chartio?

When we launched in April of 2013, we knew from the get go that we’d be a data-driven company. We’re in an industry with a reputation of brutal customer acquisition costs and tight margins, which means we have to keep a very close eye on our KPIs. By leveraging the ease of access to data through Chartio, we were able to accurately predict and monitor repeat purchase / frequency rates, and prove our theory early on. That was crucial for our fundraising process.

What were you using before Chartio?

We’ve been lucky enough to use Chartio from the start. It’s been incredibly fun to watch the same dashboard change from literally one purchase to many, many more!

What data sources do you have connected to Chartio?

We’re currently connected to MySQL and Google Analytics.

How does Chartio help you?

  • Monitors running dashboards on the wall allow our staff of concierges to know exactly how many check-ins we have each day and they can plan their schedules accordingly.
  • Every team member cares about our numbers. We worry about, celebrate, and scratch our heads over the metrics together.
  • Access to data instantly. Often, we’ll be on a call with an existing or prospective partner and pull up data in real time, which seems to impress.
  • Provide custom KPI dashboards to external stakeholders.
  • Quickly identifying unknown opportunities. For example, we can quickly look at our conversion rate by market, cohort, price buckets, hotel star rating, etc. and identify ways to optimize our algorithm further.

What are your favorite Chartio features?

My favorite thing is to discover that team members with no SQL or data science background make impressive charts that help them do their jobs better. Every team member has their own “sandbox”, and it’s really fun to peruse them. It’s impressive what you can make by playing around and reading the Chartio documentation.

As more of an advanced user, I was ecstatic when the Formulas feature was added. The ability to do joins and math across data sources is very powerful and has enabled us to create a host of new charts. I also love that it supports most SQLite commands.

Can you talk through an example where Chartio helped you solve a specific business problem?

Since Google Analyticsas a source can’t be joined with our own database, and we still want to track everything by acquisition source / medium, we decided early on to store the Google Analytics tracking data in our database with every stored user interaction. That proved to be extremely powerful, and allowed us to better understand our marketing attribution and therefore also how to spend effectively.

How much impact does Chartio have on your business, your work, etc.?

I can’t see how we’d run our business without Chartio or a full-time business intelligence person - in which case, we still wouldn’t get a lot of the same benefits.

How often do you check Chartio?

Every hour I’m awake, pretty much.

Rocketmiles, Book hotels. Earn miles. Vacation faster.


Bjorn Larsen


Leisure & Travel

Company size

51-200 employees


Chicago, IL



More customer stories like this