Adtrak now has a single source of data and dashboards for each of its 480 clients. Marketing performance is tracked every 24 hours, improving data accuracy, and the reporting process has been automated with reports generated on a weekly basis rather than once a month.
Previously, manual reporting cost the company over £20k a month in billable time and was laborious with staff copying and pasting data from each application into spreadsheets. With the process fully automated, the business is realising substantial cost savings and efficiency gains and those same staff are free to focus on campaign management and client relations.
There have also been strategic benefits, with metrics that were previously hidden now accessible. Adtrak can query data across applications and compare results and this has provided some unexpected insights. For example, the agency has been able to determine how many visitors originate from a specific vertical by amalgamating data from all of its accounts in Google Analytics; an action that is not possible in the source application. It also now has visibility of its penetration of the marketplace and can identify and exploit new business opportunities for clients.