AWS Data Exchange vs. Improvado

AWS Data Exchange fits best for scenarios where you have datasets that you would like to sell and you want to deliver it to anyone who would like to purchase it. It really beats having to set up downloads via your own website or portal. However, it can get complicated to manage if you're trying to deliver a dataset a client has already paid for.

Incentivized

This solution helped us when we were stuck trying to explore data deeper and didn’t have enough resources to prepare data for further analysis. The software solves data integrity problems bringing more granularity to all insights. Integration with data visualization tools and well-arranged insights shows how each of the company’s marketing channels performs in real-time. Improvado is also useful for risk mitigation when launching or adjusting marketing strategies. It may also become a valuable tool for businesses, who are aiming at automation and the elimination of routine processes. ETL processes automation unleashes marketing analysts’ potential granting them more time for research of marketing reports.

• Simplified data delivery
• Ability to create any amount of data products
• Ability to integrate payment plans with data products
• Tracking data downloads and users
• Integration with other AWS data services

Incentivized

• ETL processes. Once adjusted, Improvado never fails to streamline data from our advertisement platforms to the data warehouse.
• Variety of data sources. Improvado extracts data from over 200 sources, including both well-established platforms and the ones that are rapidly gaining momentum.
• Full-cycle support. Improvado provided us with a dedicated manager available 24/7. Any issues that arose during the product integration were settled in a matter of minutes.
• Flexibility and client-focused approach. After the integration, we adjusted our marketing campaign and needed new ad platforms to be integrated. The vendor allocated the development team ASAP to add new connectors to our existing network.
• Professional services package. The company doesn't provide dashboard views by default. However, we had no time to figure out how to do it ourselves, so we hired a team of Improvado's analysts that set everything up for us.

• Integration with more data sources
• Ability to deliver data to clients without AWS accounts
• Inclusion of direct data downloads in addition to asynchronous methods

Incentivized

• Improvado didn’t have all the integrations that we needed. However, they offered full coverage and quickly found ways to extract data from the sources we required.
• The user interface for BI tools may be confusing to inexperienced users. Personally, I didn't have any problems. However, some of the junior marketing specialists from my department needed more time to adapt to the UI. Otherwise, the interface is great.

There have been a lot of problems with ADX. First, the entire system is incredibly clunky from beginning to end.First, by AWS's own admission they're missing a lot of "tablestakes functionality" like the ability to see who is coming to your pages, more flexibility to edit and update your listings, the ability to create a storefront or catalog that actually tries to sell your products. All-in-all you're flying completely blind with AWS. In our convos with other sellers we strongly believe very little organic traffic is flowing through the AWS exchange. For the headache, it's not worth the time or the effort. It's very difficult to market or sell your products.We've also had a number of simple UX bugs where they just don't accurately reflect the attributes of your product. For instance for an S3 bucket they had "+metered costs" displayed to one of our buyers in the price. This of course caused a lot of confusion. They also misrepresented the historical revisions that were available in our product sets because of another UX bug. It's difficult to know what other things in the UX are also broken and incongruent.We also did have a purchase, but the seller is completely at their whim at providing you fake emails, fake company names, fake use cases because AWS hasn't thought through simple workflows like "why even have subscription confirmation if I can fake literally everything about a subscription request." So as a result we're now in an endless, timewasting, unhelpful thread with AWS support trying to get payment. They're confused of what to do and we feel completely lost.Lastly, the AWS team has been abysmal in addressing our concerns. Conversations with them result in a laundry list of excuses of why simple functionalities are so hard (including just having accurate documentation). It was a very frustrating and unproductive call. Our objective of our call was to help us see that ADX is a well-resourced and well-visioned product. Ultimately they couldn't clearly articulate who they built the exchange for both on the seller side and the buyer side.Don't waste your time. This is at best a very foggy experiment. Look at other sellers, they have a lot of free pages to try to get attention, but then have smart tactics to divert transactions away from the ADX. Ultimately, smart move. Why give 8-10% of your cut to a product that is basically bare-bones infrastructure.

We chose Improvado for the following reasons:

• Their data transformation framework cleans, normalizes and prepares data for loading into our data visualization tool;
• We connected our CRM to our analytics tool and as ad account;
• Extensive social media reports - the marketing team can view our ads, posts, comments right from the dashboard.
• Scheduled reports and immediate data sync options help us to get the reports with the most accurate data at the time we need them;
• Google Ads auto-connect new ad accounts.

Our marketing team evaluated Funnel.io and has opted for Improvado because of the following drawbacks:

• With Funnel we’d have to set up an extraction process for each campaign and account manually;
• The more accounts you need to connect or integrations to use, the more you’ll pay;
• Limited data storage options;
• Complicated account export. We had to filter accounts to export through the custom filter rules.

• Reduced time to publish datasets for sale by more than 80%
• Increased net profit from dataset sales by ~10%
• Reduced data delivery time to clients by 15%

Incentivized

• Increased ROI
• Improved cost of acquisition analysis
• Improved CPA, CPI, CPL report drawing process