Want To Grow Your Platform? Follow the Data
by Marilyn Bunderson
Dorothy had a problem. She wanted to go home but had no idea how. The only advice she got? Follow the yellow brick road.
Like many great journeys, she needed a path. A signal to follow. A direction that could guide her to the right people, tools, and decisions.
Sherlock Holmes had his magnifying glass. Indiana Jones had a map. And you? You have data.
Data, like the yellow brick road, can take you from where you’ve been to where you want to go. It won’t magically solve every problem, but it will show you what’s working, what’s not, and where the smart next step is hiding—especially when it comes to shipping.
Shipping analytics are one of the most powerful tools B2B platforms have for growth. Let’s take a look at what kinds of analytics matter, what they can unlock, and how Forge helps you follow the data all the way to better performance.
Know where the path will take you
With a destination in mind, you can find the best path to get you there. Dorothy didn’t follow the red brick road (as seen in the movie adaptation) because it wouldn’t take her where she wanted to go. The yellow brick road was the way to Oz.
Not all analytics are created equal; some won’t take you anywhere useful. For platform leaders, these categories of data will deliver the most value:
Technical performance
Monitor API response times, service uptime, and latency to ensure that your platform runs smoothly, especially during high-volume periods. If the technical foundation is shaky, everything else takes a hit.
Order volume and trends
Track order volume to help spot seasonal surges, forecast demand, and allocate resources more effectively. You’ll also uncover shifts across subaccounts so you can support growth, troubleshoot issues, or rebalance capacity as needed.
Carrier performance
See how each carrier is performing when it comes to delivery times, delays, and exceptions. This data helps you fine-tune your carrier mix and set better expectations with your customers.
Customer behavior
Understand how often customers ship, what services they choose, and where their shipments are going. These patterns reveal preferences, pain points, and opportunities to improve experience and retention.
Cost insights
Analytics can reveal which shipments, carriers, or accounts are driving up your costs. With that information, you can take action such as renegotiating rates, adjusting strategies, or identifying inefficiencies to cut.
The payoff at the end of the road
Dorothy’s journey didn’t end the way she expected. The Emerald City turned out to be a bit of a letdown. But her real destination wasn’t the city. It was home. And she did get there.
Today, she would just pull out her phone and use her GPS of choice. More than just a brick road, it actively helps navigate the best route forward. It adjusts for roadblocks, surfaces better paths, and keeps the destination in focus. It even reroutes when something goes wrong.
Data does that for platforms. With the right data insights, you can accomplish more:
- Reroute shipments or adjust strategies in real time to avoid delays and keep promises.
- Compare account performance to spotlight your top performers and identify those that need more support.
- Make smarter packaging, carrier, and service-level decisions to reduce costs and improve delivery speed.
- Streamline operations and workflows to scale efficiently and eliminate unnecessary overhead.
Shipping analytics also elevate the customer experience. When you know what’s happening with every shipment, you can keep your end users in the loop, reduce support tickets, and build trust through transparency. You gain operational value and brand equity.
When you follow the right data, it doesn’t lead you to a man behind a curtain. It leads to clarity, efficiency, and growth that lasts.
Forge helps you follow the right signals
Of course, data is only helpful if you can actually see it and act on it, and that’s where Forge shines.
Forge gives B2B platforms the visibility and control they need to optimize shipping at both the parent and subaccount levels. You get a clear view of performance across every account, so you can spot trends, identify bottlenecks, and support your users with real-time insights.
- Monitor shipping performance across accounts to uncover opportunities, compare outcomes, and fine-tune strategy.
- Track API diagnostics like usage, uptime, error rates, and response times to stay ahead of technical issues and ensure reliable delivery.
- Use branded tracking pages and webhook notifications to provide real-time shipment visibility and reduce support load.
- Share insights with customers to help them improve their own shipping operations—making your platform even more valuable.
Forge gives you the analytics infrastructure without the build time, surfacing the right data where and when you need it most.
Data is your modern-day yellow brick road. It’s not just about following a path, it’s about learning, adjusting, and making smarter choices at every step. With the right analytics and the right tools—like Forge—you’ll move your business forward with purpose, forging your path not into the unknown, but into a future bright with possibility.
Want to dive a little deeper into analytics? Learn more about Parcel Visibility.
This post is part of our 5-part series for platforms offering white-label shipping solutions
Whether you're scaling a multi-account platform, launching a marketplace, or powering third-party shipping, this series is designed to help you optimize operations, improve client experience, and grow with confidence.
Explore all five posts in the series:
- Is Centralized or Decentralized Billing the Right Strategy for Your Platform?
- Behind Every Great Brand Is a Great Platform
- Stop Reinventing the Wheel: How Smart API Integration Simplifies Shipping at Scale
- Why Reliable Uptime Is Non-Negotiable in B2B
- Want to Grow Your Platform? Follow the Data
Discover how Forge helps simplify complexity, increase visibility, and scale smarter here.