Gravy Analytics is a location analytics company that processes billions of location data signals to help brands understand consumer behaviour, measure marketing effectiveness, and target audiences with precision. Its products are used by marketers, publishers, and data-driven businesses seeking a competitive advantage through geospatial intelligence. As a data company, Gravy Analytics had high expectations for the quality and accessibility of its internal data, including people data.
The irony at Gravy Analytics was that a company whose commercial value was built on data insights was managing its own HR data in a way that would have been considered unacceptable in its products. Employee records were dispersed across a payroll system, a separate benefits portal, and various spreadsheets. Producing an accurate view of the workforce required pulling data from all these sources and reconciling it manually, a process that consumed hours each month and was inevitably out of date by the time it was complete.
Leadership's requests for workforce data were becoming more frequent as the business scaled and investors asked more detailed questions about the organisation's headcount, hiring pipeline, and attrition rates. The People team's inability to answer these questions quickly was a source of frustration and a limitation on the quality of strategic conversations the team could participate in.
BambooHR was implemented to create a single, accurate, real-time source of people data. All employee records were migrated into the system, departments and reporting lines were configured to reflect the current organisational structure, and automated workflows were set up to capture changes to employee data as they occurred. The People team could now produce any workforce report in minutes rather than hours.
The volume of manual administrative tasks fell by 45% in the first quarter following go-live. Routine processes that had previously required manual intervention, including leave approvals, onboarding task distribution, and headcount reconciliation, were handled automatically by BambooHR's workflow engine. The People team redirected the time recovered to higher-value activities including manager development, compensation benchmarking, and recruiting process design.
Gravy Analytics' leadership team noted a marked improvement in the quality and speed of people data available for decision-making. When the company considered opening a new office in a new city, the ability to quickly model headcount scenarios and analyse the cost implications of different staffing structures was directly supported by the data quality that BambooHR provided.
