Zoho Analytics enables in-depth business analytics for Paint the Town

    1Data Source

"Zoho Analytics provided a deep understanding about business operations and has shed light on various aspects of business"

Phil Orr
President, Paint the town

About Paint the town

Paint the Town, is a virtual and in-person entertainment service that curates unique experiences with an artistic twist. The company was established in the San Francisco Bay Area in 2016, and it expanded into other major cities across California and the Philippines over the following two years. It also organizes virtual events for participants around the globe.


Phil Orr, President of Paint the Town, was looking for a solution that would allow him to analyze all of the real-time business data in one place and deliver in-dept insight on the sales of the company.

Like most event service companies, Paint the Town uses CRM software to understand its audience and improve sales. The company was using Pipedrive CRM to keep track of the number of leads, lead sources, type of the leads, and more.

As a part of its digital marketing, Paint the Town used Google Ads to run campaigns and analyze impressions, clicks, click-through rates, cost per click, conversions, and conversion rates.

Apart from this, the company also maintained a Google Sheets doc where team members could manually input updates about the bookings, supply cost, and logistics cost.

Phill was using Google sheets to do all the analysis. It was cumbersome as it required a lot of manual effort to piece the data together and get an insight. So Phil decided to switch to a BI platform.

Paint the Town wanted a BI platform that could facilitate:

  • Seamless data integration
  • Automatic data syncing from CRM software
  • Ad campaign metric analysis
  • In-depth sales insights
  • End-to-end cross-functional insights
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"We were doing a lot of analysis in Google Sheets, but it was difficult because it was all manual and it was a tedious task to keep the data up-to-date manually."

Phil Orr
President, Paint the town.


Based on his peer's reviews, Phil decided to try the free version of Zoho Analytics. He was impressed by the user-friendly interface, striking visuals, and the precision of the data. He was also impressed by the flexible and transparent pricing of the premium plan, so he decided to go for it.

Using the cloud import feature, Phil imported data from Google Sheets into Zoho Analytics and enabled auto-sync at a regular intervals. He is also able to feed data from Pipedrive CRM into Zoho Analytics via Google Sheets.

Phil finds the drag-and-drop interface particularly intuitive, as it enables him to build reports and dashboards in seconds. He uses the Date Data Type feature to do time-based data segmentation and is impressed with the custom formula functionality.

Paint the Town uses Zoho Analytics for:

  • Sales analytics: To understand their sales performance and sales strategy optimization.
  • Lead insight: To understand about lead source, lead-to-customer ratio, lead engagement metrics, and lead segmentation.
  • Geospatial analytics: To understand regional sales trends and customer behavior in different geographies.
  • Performance analytics: Total bookings, lead-to-booking ratio, and conversion rate .
  • Marketing campaign analytics: Impressions, clicks, click-through rate, cost per click, conversions, and conversion rate.

"Before Zoho Analytics, we had a series of reports spread across different Google Sheets that were difficult to update and get insight from, but Zoho Analytic was very easy to use."

The key benefit that Paint the town achieved using Zoho Analytics is the ability to gain valuable insights from their data. By leveraging Zoho Analytics, Paint the Town uncovered opportunities with great growth potential for their business.

These new insights have played a vital role in helping the company focus its efforts and make informed decisions, contributing to the steady and promising advancement of the business.

Benefits & results

  • Seamless integration with multiple apps
  • Created insightful reports
  • Enabled better understanding about the employee performance.
  • Enabled better insight into the business