Background
After 15 months of trying to build in-house, one of the largest for-profit genealogy company saved $720k and generated 6x ROI.
Improvado developed a proprietary insights engine used for optimizing campaigns. Data is pushed to the client’s warehouse to visualize in Tableau.
The Challenge
- Develop a proprietary Insights Engine used for optimizing the company’s promotional campaigns across 40 countries;
- Report weekly advertising spends across 20+ channels to Finance for budget and pacing purposes;
- Provide Management with answers regarding marketing promotions and impact on revenue in a timely manner;
- Stop building Marketing APIs internally (unsuccessful for 15+months).
The Solution
- Eliminate 400 manual hours spent monthly on data aggregation -- engineers are no longer building APIs and are focused on strategic projects;
- Analytics team has built a proprietary Insights Engine that feeds off the data pipeline and creates optimization recommendations to increase ROI;
- Financial reporting deadlines have not been missed as ad spend is readily available on a daily basis;
- Management can easily see a performance in Tableau dashboards to feed off Improvado Data.
.png){kind=logo}