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saved with reporting automation
saved with reporting automation
Admiral Media is a performance marketing and growth agency masterfully managing marketing campaigns for clients worldwide.
Admiral Media, a performance marketing agency, helps clients grow their businesses and provides result-driven marketing services, which include organic and paid acquisition, analytics, copywriting, and design.
Operating in a highly competitive space, the agency sought to accelerate data-driven decisions, optimize multi-platform campaign management, and centralize data for timely and precise reporting. In search of a solution, Admiral Media navigated towards Improvado to automate marketing analytics.
Admiral Media's marketing team manages seven-figure budgets for brands like ImmoScout24, Tier, Fastic, and many more. The team runs global multi-product campaigns on various ad platforms, to name a few:
In such a dense environment where each ad platform and account generates overwhelming amounts of performance data, Admiral Media needed help automating marketing reporting and enabling real-time insights. Specifically, before Improvado, creating a solid marketing report took several days or even a week.
New clients went in with the company moving forward and winning prestigious awards. This strengthened the need to operate as effectively and smoothly as possible to raise the bar of agency services and client value.
The struggles with seamlessly tracking and timely optimizing marketing campaigns across different platforms in real time appeared to be among major challenges for Admiral Media. These issues not only caused extended deadlines and blind spots in their reporting but also hindered their ability to make data-driven decisions, soundly impacting business outcomes, including ROI. From there, the company needed a solution that could cast much light on key aspects of marketing performance.
Admiral Media implemented Improvado's solution to streamline their data analytics. This tool enabled the company to consolidate all the data from various sources into one platform, massively simplifying its marketers’ analysis process and thus allowing to gain and operationalize deeper insight.
Since adopting Improvado, Admiral Media has seen a substantial improvement in its marketing performance, with key metrics showing much-awaited growth due to real-time campaign performance tracking and optimization. The pace of marketing experimentation has increased as the marketing team has managed to greatly cut down on its reporting time, now placing its focus on data-based insights and defining the most effective strategies. The company has also been able to better allocate marketing budgets, largely thanks to deeper metrics granularity and quicker response time resulting from automated analytics.
The marketing team, in particular, has been quite relieved since integrating Improvado into their reporting process. After analyzing the hours previously spent on marketing reports, they now save around 35-40 hours per week. These substantial time savings have directly impacted their efficiency, allowing the team to focus more on optimization and strategic tasks rather than getting bogged down in data aggregation.
The success of their marketing efforts has become more transparent across the company, eliminating doubts regarding figures and enhancing decision-making capabilities. Admiral Media now saves not only hours every week on marketing analytics and reporting but also empowers its team to concentrate on winning marketing strategies that drive growth for their clients.
Since adopting Improvado's ETL solution, there's been a monumental shift in how we handle our data analytics at Admiral Media. We've transitioned from labor-intensive manual processes to streamlined, automated reporting, saving time and increasing accuracy. It's like we've been given a new lens through which to view our performance data - the level of insight and efficiency we now have is truly transformative. Improvado hasn't just changed how we work; it has empowered us to drive greater success in our marketing efforts.
Improvado helped Admiral Media transition from time-intensive manual performance data aggregation and analysis to streamlined, automated marketing analytics and reporting. The change enabled the agency to drive greater marketing success and higher returns on investments across all of its clients.
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Performance advertising agency founded in 1959. The clients include industry giants like Amazon, James Hardie, and Rocket Mortgage with advertising budgets exceeding $100 million annually.
Eicoff is an established household name in performance marketing, reporting, audience modeling, and all things MarTech for diverse clients. Their clients often require high-touch support to enable real-time investment decisions.
Initially, Eicoff relied on a complex in-house solution, building custom connections and using various tools to handle data flows. This approach demanded significant time and management of development pipelines that only yielded incremental revenue.
Much of the work had issues with scalability, as many processes were uniquely applicable. Even while narrowing down their toolset, Eicoff remained burdened by ongoing maintenance tasks; supporting numerous connectors became costly, time-consuming, and took focus away from strategic initiatives.
To tackle this challenge, Eicoff explored market solutions to ease the burden of in-house development and maintenance.
“Many underestimate the expertise needed to build and maintain a system that connects such diverse data sources - that’s where the real challenge lies.”
– Bill Urciuoli, SVP, Innovation at Eicoff
While many factors played a role in selecting the right solution, these three stood out as deal breakers for Eicoff:
"While evaluating tools, I found that pricing could be a deal-breaker. Some tools seemed affordable on an annual basis, but required so much customization that they ended up costing more."
– Bill Urciuoli, SVP, Innovation at Eicoff
After a thorough comparison, Eicoff selected Improvado for its ability to unify data schemes across diverse sources through its Marketing Common Data Model (MCDM).
With ready-made presets that could be easily configured to client-specific metrics and dimensions, Eicoff eliminated the need to develop anything from scratch.
“The idea behind Improvado is brilliant. Without a platform like this, you’d need a huge team of developers to achieve the same results.”
– Bill Urciuoli, SVP, Innovation at Eicoff
Eicoff leveraged Improvado as a middleware solution, creating a centralized hub for both paid media and non-paid media data. Improvado seamlessly maps all data into a unified framework, provides multiple views, and fuels attribution.
The data is then pushed to a storage-like Snowflake Data Cloud and visualized using tools such as Looker, Tableau, or PowerBI. This enables Eicoff to create ad hoc analytics views, perform high-value data science forecasting and modeling, and easily build business cases for their clients.
Beyond centralization, Eicoff benefits from Improvado’s 24/7 SLA support and a wide range of supported data sources. Automatic notifications alert the team to any pipeline issues, so they can resolve them in no time and keep operations running smoothly.
“Improvado powers our data views every single day. It's a pulse check on business performance that enables our clients to make smarter, strategic decisions on budgeting, sales forecasting, and assess marketing's impact on their businesses.”
– Bill Urciuoli, SVP, Innovation at Eicoff
Improvado’s impact at Eicoff was felt almost immediately. A huge role in this was played by the availability of pre-configured data views with all needed metrics and dimensions. These ready-made presets allowed the team to start using the system fast, without building custom configurations from scratch.
The rapid deployment also simplified and cut down client onboarding times dramatically.
“I've seen client onboardings that could have taken a month cut down to just a couple of days with Improvado. It also speeds up our ability to communicate our expertise to visual clients.”
– Bill Urciuoli, SVP, Innovation at Eicoff
The most significant outcome for Eicoff was the ability to show clients how easily true cross-channel analytics can be implemented within a unified framework. And that it’s not going to cost them millions of dollars in time investment and engineers.
As Improvado centralizes performance insights from multiple channels, Eicoff can now instantly compare results, e.g., Google search ads vs. Meta, and provide clients with real results instead of relying on self-reported platform data. This holistic view allows them to fine-tune attribution and build a full story around each client’s marketing efforts.
“Ad platforms will never give you the full picture of how they’re performing for your business. With Improvado, we provide clients a complete, unbiased view across all channels. It's been a game changer for evaluating results.”
– Bill Urciuoli, SVP, Innovation at Eicoff
By automating tedious tasks, particularly in configuring the engineering layer, Eicoff can now focus on delivering deeper analytics and creating more value for clients. This allows the agency to prioritize what matters most to clients, such as improving media ROI.
The availability of ready-made presets also brought new perspectives. For instance, Improvado’s prebuilt views for owned media opened up areas of analysis that Eicoff’s team hadn’t previously explored.
“Some clients can’t believe we achieve what we do with the size of our team. Improvado is a force multiplier, helping us accomplish more with fewer resources.”
– Bill Urciuoli, SVP, Innovation at Eicoff
Improvado has empowered Eicoff to better justify and optimize budget allocations for clients. With detailed performance insights, Eicoff can make data-driven recommendations and confidently request budget increases or reallocations.
For example, they can demonstrate how well a campaign is performing with a specific audience and show affinity for a particular channel. Based on this, they can propose testing an additional 5-10% of the budget on a pilot or suggest testing a new channel. This ensures clients’ marketing investments are used efficiently, with greater clarity and control over ROI.
“Top advertising agencies like Eicoff can handle far more data than brands, sourcing from countless paid and organic channels for a diverse clientele. We've built Improvado with this in mind, making data harmonization easy for them. Once set up, they can quickly integrate all sources and repeat the process for new clients in no time.”
– Roman Vinogradov, VP of Product at Improvado
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