Adtrak is a digital marketing agency that excels in performance marketing, delivering results across all web design, SEO, PPC and social channels for a diverse range of clients including Band Aid, Easymix Concrete, and Nottingham Rugby Club. The company is located in Nottingham and has more than 480 client accounts supported by over 130 staff.

the challenge

The Challenge

Adtrak’s success resulted in exponential growth so that data processing and reporting varied from client to client. Accounts resided on different systems, suppliers stipulated specific reporting requirements, and there was a dependency on spreadsheets and manual data processing to generate reports. The result was a multitude of data points, data feeds and no uniform method of reporting.

The agency wished to transform their reporting process to better demonstrate value to their clients and reduce the workload associated with report generation. They sought a platform capable of ingesting and aggregating data from numerous disparate data sources that could standardise the analysis process to ensure marketing performance was monitored, measured and reported in a consistent way.

The Process

Adtrak selected the Avora platform primarily based on its ability to ingest data from any source. Data needed to be collated from eight separate applications – AccuRanker, Bing, Facebook, Google Adwords, Google Analytics, MySQL, ResponseTap and Salesforce – but one of the biggest issues was how to pull the data from phone call records. It was the ability of the platform to extract this phone data, export it into MySQL and transfer it onto the platform that marked out the Avora offering.

the process

“The really big one for us was the phone data. Other platforms support Google Adwords and Analytics etc but they don’t offer non-standard connectors. Avora’s ability to get that phone data into MySQL and then pull that on to the platform and tie it to data that was in Salesforce really clinched it for us.”

Chris Rutter, Senior Manager, Adtrak


Using the Avora platform, Adtrak was able to specify a data refresh every 24 hours and schedule reports for once a week. Individual client dashboards were created and populated with data from the eight applications covering marketing metrics such as onsite user engagement, and off site performance metrics. Reports are then customised with the Adtrak and client logo.

Should the agency need to trigger a report outside the usual window it can do so without the need to raise a ticket. This self-service element was highly appealing to Adtrak which decided to take Avora as a white label solution. As a consequence, the agency has been able to use the platform as a value add, demonstrating the speed and accuracy of its reporting to differentiate itself in the marketplace. It has been so well received that the company is exploring marketing the solution direct to clients in the future.

“Avora’s flexibility is helping us to differentiate in what is a saturated market. We have used Avora as a sales point by revealing it as our reporting solution and it has really impressed people and helped us win business. The next logical step for us is to capitalise on that and offer it as a solution to our client base. Clients can then bring their own data onto the Avora platform and overlay or combine it with the data we mine for them. So if we had a client with their own Salesforce, Hubspot or Doubleclick account, they could bring that data into Avora, combine it with data from Analytics and Adwords and gain business oversight.”

Chris Rutter, Senior Manager, Adtrak