Eicoff Onboards Enterprise Clients 15x Faster with Improvado

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.

Solution evaluation criteria

While many factors played a role in selecting the right solution, these three stood out as deal breakers for Eicoff:

• Ease of adoption: How quickly could the tool be adopted internally and how much effort would it take to maintain? Could they set it up for clients to maintain?
• Configuration effort: How much custom configuration was needed versus native presets?
• Cost: What was the financial impact, including licensing and ongoing maintenance costs?

Why Eicoff chose Improvado

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.

Grand Central Station for marketing & outcomes data

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.

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Beyond centralization, Eicoff benefits from Improvados 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.

Time to value? Less than a week

Improvados 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.

Complex cross-channel analytics at speed

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 its 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 clients marketing efforts.

Providing deeper analytics, closer to client marketing ROI

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, Improvados prebuilt views for owned media opened up areas of analysis that Eicoffs team hadnt previously explored.

Easier justification of budget spends

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.