How to clear the clutter in the data warehouse and accelerate manual data processing? These questions kept marketing team awake all the time. Improvado became a solution to their problem.
The story behind the company
The company is a fitness apparel and accessories manufacturer and retailer based in England. It’s a mid-sized company with 501 - 1000 employees that was valued at over £1 million by the end of 2020. Since company mainly distributes their products over the Internet, they use a range of digital marketing channels to reach their audience.
Given that the company is a fast-growing business, they should be flexible, test new marketing strategies, and report types. TikTok ads, LinkedIn, Facebook, Snapchat, and other channels generate a ton of new marketing data and valuable insights about the audience. Predictably, the more data you gather, the bigger mess it creates. That’s why the company contacted Improvado to deal with this challenge.
The company's marketing team had to deal with a lot of reporting across non-normalized data gathered from various advertising platforms. These data included both organic and paid results. The company cooperated with small vendors to aggregate and centralize all information. However, the outcomes of this cooperation were poor and didn’t solve the problem. Data normalization took too much time and devoured a significant part of the marketing budget. What’s more important is that it limited growth potential. Manual reporting doesn’t allow to do in-depth analysis. That’s why the company was overlooking some valuable insights and couldn’t adjust marketing campaigns effectively.
At the time, the company already had a data warehouse where they could store all the information. The main thing they wanted was to push their data to the storage and normalize it.
Since the company already had a data warehouse and a data visualization tool, our primary objective was to integrate our ETL solution and provide false-proof data pipelines. Then, we had to arrange all the gathered data to minimize the time wasted on reporting.
We designed two custom data views. The first one covered the reporting needs across paid providers like Facebook Ads, Google Ads, Pinterest Ads, and so on. Another one dealt with organic data from Instagram, Spotify, Snapchat, and more. Both of these views allow reporting on post- and account-level, thus saving a ton of time and effort.
At Improvado, we always put the client’s interests and desires first. Our dedicated team of engineers and customer success managers has been working helping to set up everything and deliver first-class service from the initial contact right to the successful integration. The company needed integration with TikTok ads that was an unconventional platform for us at the moment. So, we had to find ways to pull the information out of there to satisfy the end user’s needs. Eventually, we’ve fulfilled all client’s requirements, gained new experience, and expanded our integration network.
The integration of Improvado with company's data warehouse and Tableau optimized marketing analysts’ workflow and made reporting processes more time-efficient. Instead of working with scattered data sets, employees don't waste time on data aggregation. Now, they operate with ready-made conclusions and dedicate more time to adjusting the marketing strategy. On average, the company saves 50 - 60 working hours per week for their employees. Hence, they can work on higher-value tasks and increase the organization’s ROI.
With a central nervous system of all marketing data, analysts focus on valuable statistics that previously were out of their sight. What’s more, they can build new predictive analytical models.
Additionally, our ETL solution makes The company more flexible and scalable. With our constantly growing list of marketing data connectors, they won’t miss new opportunities in digital marketing. In the future, we’ll automatically add new data sources to the pipeline to provide a constant flow of information from new platforms.
A fitness apparel and accessories manufacturer and retailer based in England. It’s a mid-sized company with 501 - 1000 employees that was valued at over £1 million by the end of 2020.