HR Tech
Keka improved account growth confidence and reduced manual reporting cycles with DataviCloud to achieve seamless visibility into their entire lead-to-revenue customer journey.
Case Study
DataviCloud unifies your product and revenue data into a single, 360° customer health view. AI agents continuously track adoption signals to predict churn and expansion opportunities.
"DataviCloud helped us turn product usage into real revenue impact."
Before using DataviCloud, it was challenging to identify top accounts based on product usage for our Product and Product Marketing teams to focus on the right adoption initiatives and pinpoint common pain points.Another challenge was that we didn't have a structured approach for account farming. Since partnering with DataviCloud, we've implemented a clear, usage-based scoring model that segments insights by industry, company size, and more. The farming framework we co-developed with their team has enabled us to grow key accounts with greater confidence and precision. It also had a direct and positive impact on our revenue growth. Product usage insights are a goldmine for any PMM. Huge thanks to the DataviCloud team for helping us unlock these and scale smarter."
— Shashidhar Rao,
Product Marketing Manager at Keka
The Challenge
Wrestling with Fragmented Signals
Keka is built for modern HR teams looking to cut through operational chaos. However, their internal Product and Product Marketing teams were facing a different kind of chaos: identifying top accounts based on usage was a manual, spreadsheet-heavy process.
Scattered Intelligence
Customer data was trapped across CRM silos, product analytics, and disjointed spreadsheets.
Blind Adoption
A lack of clear attribution between feature adoption and revenue outcomes made it impossible to pinpoint common pain points.
Manual Drain
Significant time was lost manually compiling reports and metrics for stakeholders across Sales, Marketing, and RevOps.
Fragmented Signals
Product and Product Marketing teams faced chaos identifying top accounts due to fragmented internal signals.
Operational Chaos
Internal teams struggled with a spreadsheet-heavy nightmare when trying to identify accounts based on usage.
Keka HR: Turning Product Signals into Revenue Outcomes with DataviCloud
The Modern HR Challenge
Keka is designed for modern HR teams that want to cut through operational chaos and build truly people-first workplaces. Whether it’s payroll, performance, or time tracking, Keka handles the heavy lifting so HR can focus on what matters most—their people. Headquartered in Hyderabad, Keka powers over 10,000 organizations globally with intuitive, reliable, and scalable HR technology.
However, internally, identifying top accounts based on product usage was a manual, spreadsheet-heavy nightmare. Their Product and Product Marketing teams struggled to focus on the right adoption initiatives because customer data was scattered across CRM silos and disjointed analytics.
Machine Learning for Account Farming
Before partnering with DataviCloud, Keka lacked a structured approach for "account farming"—the process of expanding existing customer relationships. They needed a way to connect the entire lead-to-revenue journey for clearer visibility.
To solve this, they co-developed a Farming Framework with DataviCloud. This solution implemented a clear, usage-based scoring model that segments insights by industry, company size, and specific product behaviors. This allowed Keka to:
Spot Expansion Radar: Identify upsell-ready accounts early to boost expansion revenue.
Unify Data: Create a single source of truth by unifying data across all GTM (Go-To-Market) tools.
Zero Engineering Lift: Deliver these role-specific insights to Sales and Marketing without requiring internal developer resources.
Scaled Engagement and Revenue Growth
By moving to a usage-based intelligence model, Keka transformed their product signals into measurable growth:
100% Visibility into the lead-to-revenue journey.
Automation Gain Automated manual reporting significantly reduced the operational load on teams.
Adoption ROI Linked feature adoption directly to revenue outcomes for the first time.
Direct Impact Achieved a direct and positive impact on overall revenue growth outcomes.
Conclusions and Recommendations
Product usage insights are a goldmine for any Product Marketing Manager. Keka’s journey proves that when you stop wrestling with fragmented signals and start using automated, usage-based scoring, you can grow key accounts with far greater confidence and precision.
As Shashidhar Rao notes, "The farming framework has enabled us to scale smarter". For organizations looking to bridge the gap between product analytics and revenue, the next step starts with clarity.
About Company
Keka is a purpose-built HR technology and people management platform designed to cut through operational chaos. By unifying payroll, performance management, and time tracking into a single, intuitive workspace, Keka helps HR teams streamline delivery, improve people-first workplace transparency, and handle heavy administrative lifting consistently. Headquartered in Hyderabad, the platform powers over 10,000 organizations globally with a focus on building reliable and scalable employee experiences.
INDUSTRY
Saas
COMPANY SIZE
200+
HQ
Hyderabad, India