Great tool for effective marketing analysts
July 22, 2021

Great tool for effective marketing analysts

Anonymous | TrustRadius Reviewer
Score 10 out of 10
Vetted Review
Verified User

Modules Used

  • Improvado marketing common data model (MCDM)
  • Extract transform load

Overall Satisfaction with Improvado

We use Improvado for marketing reporting automation and streamlining data from all paid and organic marketing channels. We integrated Improvado across our company. Thus, the sales department and senior management use the solution and get access to fresh data on an equal footing with our marketing analysts.

Our previous vendor had specific limitations that have compelled us to search for alternatives. We required a partner who could create storage for all our data needs from scratch and fill it with data from our sources. Besides, we used a data visualization tool that our analysts were already familiar with. Improvado offered us a wide range of tools they work with, and the one that we used was on their list.

We picked Improvado because they offered full-cycle support with dedicated managers. Our team had minimal experience with dashboards, so we decided to delegate this task to Improvado’s team using their professional services plan. Eventually, we gained access to custom dashboards that displayed insights from multiple ad platforms simultaneously. Integration with Tableau made our reports more explicit and comprehensible. We achieved more transparency in our data, gained a centralized data view, and disposed of time-consuming manual operations.

  • 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.
  • 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.
  • Data extraction
  • Data loading
  • Data normalization
  • Integration with visualization tools
  • Cross-channel normalization automation
  • Increased ROI
  • Improved cost of acquisition analysis
  • Improved CPA, CPI, CPL report drawing process

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 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.

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Amazon S3 (Simple Storage Service)
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.