Function Growth Adopts Improvado to Streamline Marketing Analytics

Executive summary

• Improvado enabled Function Growth to integrate marketing data across multiple platforms and accounts, allowing for automated reporting and AI-driven analytics.
• With Function Growth’s reporting in a fully automated mode, the team focused on strategic decision-making and optimizing campaigns.
• AI-driven period-over-period insights from Improvado delivered with Insight Pulse enhanced the quality of marketing analytics and intelligence, uncovering nuances missed by manual review.
• Insights derived from Improvado's AI are actively used to guide decision-making, including budget allocation and campaign optimization.

About Function Growth

Function Growth is a leading growth accelerator that applies behavioral science and cutting-edge technology to help D2C brands scale rapidly and efficiently.

Function Growth's marketing team understood the importance of automated marketing analytics and saw the opportunity to increase the effectiveness of this process. With campaigns running across different platforms and accounts, delivering regular marketing reports to all of their clients was a laborious task, taking hours each week.

Additionally, manual analytics are always prone to human error. Understanding the importance of accurate reports, especially when managing large ad budgets, Function Growth decided to minimize possible risks. Improvado's ability to consolidate and analyze marketing data enabled Function Growth's team to save time on analysis and be confident in the quality of their AI-powered insights.

The Challenge

Despite operating at maximum efficiency, the Function Growth team realized the limitations of human-led statistical analysis. The team saw an opportunity to significantly drive growth through timely and accurate marketing insights.

Adam Orris, Director of Analytics at Function Growth, was running marketing analytics all on his own. Considering the nature of the company and the amount of managed ad budgets, it was challenging to deliver timely reports for clients, let alone scale marketing analytics. This led to:

• A substantial investment of time required to generate marketing reports for clients;
• The challenge of tracking key performance metrics (CPC, CTR, ROAS, Thumbstomp rate, etc.);
• Increased risk of missing important performance insights.

How Improvado Helped

Improvado addressed the Function Growth team’s challenges by integrating marketing data, automating marketing analytics, intelligence, and insight discovery. This transformation allowed Function Growth to:

• Centralize and normalize marketing data coming in from numerous ad platforms and accounts;
• Derive required performance metrics automatically, across all platforms and clients;
• Receive AI-driven marketing reports directly in their inbox, powered by Improvado’s Insight Pulse;
• Discover performance insights delivered as both textual descriptions and visualizations to help identify trends and ensure that nothing escapes Function Growth’s sight;
• Get AI-driven recommendations to help the team navigate budget allocation and campaign optimization decisions.

The Result

With Improvado, Function Growth could say goodbye to overwhelming analytics processes. Now, the team could efficiently monitor, analyze, and optimize their marketing campaigns. The Insight Pulse AI-driven functionality by Improvado allowed for streamlined client reporting and proactive responses to emerging trends in their campaigns.

A 30% increase in the productivity of the marketing team

Improvado's automation reduced the need for manual data handling, allowing the team to focus on strategic initiatives and creative tasks. The team can quickly identify which campaigns to scale and which to adjust, thanks to instant insights and AI-driven visualizations.

Increased marketing campaigns effectiveness

The adoption of Improvado and its AI significantly streamlined marketing processes, saving the team up to 6 hours weekly on manual reporting tasks. This efficiency, coupled with enhanced quality of actionable insights, led to an improvement in performance metrics across all campaigns.