Wow. Another year has come and gone. And at Funnel, it was absolutely epic!
More so than other years, the past 12 months have introduced much change and growth for our teams, our product and our customers. So, let’s take a look back at the amazing things we accomplished together.
Grab your surf dashboards
Marketing data is great. It helps you understand what’s actually happening across your channels and campaigns. But data is often sequestered in clunky spreadsheets or other exploration tools. Visualizing that data can help you identify correlations and patterns much more quickly.
Plus, those visualizations are a great way to share your achievements with stakeholders and audiences who may be less fluent in deep data analysis — particularly when you compile your best visualizations into a dynamic dashboard. That’s why, back in April, we were thrilled to announce the launch of a new product feature: Funnel Dashboards.
The new feature, inspired by the teachings of dashboard expert Nick Desbarats, allows you to quickly craft easy-to-read and easy-to-share dashboards that highlight your most impressive results. The designs are completely customizable, providing flexibility however you need it.
Made to measure
The new product launches didn’t stop with Funnel Dashboards. Far from it. Just a couple month later, Funnel announced the launch of our new measurement feature.
Through the acquisition of Germany-based measurement consultancy Adtriba, we are able to help marketers precisely measure what tactics and channels are adding incremental value — online and off. Funnel Measurement is able to achieve this through our approach of measurement triangulation.
In short, we combine proven strategies like marketing mix modeling with cutting-edge techniques like multi-touch attribution and incrementality testing. Built on our industry-leading data hub and empowered by AI-driven machine learning, it’s a game changer for our customers.
Bigger shoes to fill
With the launch of Funnel Measurement, we knew that we couldn’t claim to simply be a marketing data hub anymore. We were becoming so much more. Sure, we still provide all of the benefits our Data Hub dishes out, but our new features are providing our customers with more insights and the ability to apply their marketing strategies more astutely.
What were we becoming? It was quite obvious. We had evolved into a marketing intelligence platform.
The timing was perfect. Traditional forms of digital attribution were falling by the wayside (driven by privacy legislation and “walled gardens”). At the same time, marketing data is becoming more fragmented.
Funnel’s new form empowers marketers with the ability to precisely measure their efforts, easily report on their successes and export data as needed to other teams in their organization like IT and BI. The secret sauce is that it’s all built on our Data Hub, which seamlessly and automatically pulls data, organizes it and gets it ready to serve next-level insights.
Pretty smart, right? We think so, too.
New brand, who dis?
With great features comes great responsibility. Just as we recognized the need to rethink our product paradigm, we also accepted the fact that our brand needed to evolve, too.
We decided to move beyond the functional aspects of the Funnel brand and product while embracing a more emotion-based strategy. After all, competitors can always try to copy our features and functions. It’s much more difficult to replicate the emotional, human-driven connection we create with our customers.
So, we embarked on creating a new soup-to-nuts brand identity. Together with our partner Nord DDB, we develop a new brand positioning strategy, a new logo, a new visual identity system, new colors and even a new font.
The entire system pays homage to our roots as a data-obsessed brand while balancing the critical human element.
It’s modular and tech while also maintaining organic elements and movement. It’s all part of our drive to help organizations grow smartly with data.
The new brand isn’t just about beautiful visual elements, though. We want to communicate that we help marketers to choreograph their data and make it dance. This unified and flowing data allows our customers to spot patterns hidden in a sea of numbers.
We provide data with the spark it needs to snap to attention and get moving. It’s almost like we’re an irresistible beat that gets your data’s metaphorical toes tapping. We’re like some banjo twang. Or a nostalgic boy band. Or like a shot of tequila. For your data…
Time to strut our stuff
With a new brand in hand, it was time to show off our new colors (figuratively and literally) in person.
2024 was a great year for events, and one of our favorites was DMEXCO. It was also our first opportunity to introduce our new product and brand positioning. There, we ran a master class all about our triangulation approach to marketing measurement to rave reviews.
We even launched our own Marketing Intelligence Summit in London — the first in what will surely become a series of pop-up events.
The happiest customers on Earth
So much change in one year could cause many businesses to lose sight of what matters most: their customers. Not for the Funnel team, though.
Throughout all of the ups and downs that 2024 threw our way, we were able to maintain a whopping 92% customer satisfaction score! That’s based on more than 22,000 customer conversations (no small sample size). We’re incredibly proud that we make our customers so happy.
Here are a sampling of some customer quotes from those conversations:
- “Outstanding service. A real game changer!”
- “I appreciate how responsive the support team is.”
- “We love Funnel!”
- “Customer service is incredible!”
- “Your product has been a game changer for us these last three years and appreciate how quick, responsive and helpful the team always is.”
Customer-focused, product-driven
We would be remiss if we didn’t acknowledge the herculean effort put forward by our incredible product team this year. They dug deep to craft thousands of connections, launched major new features, expertly aligned teams, held breakthrough hack-a-thons and more.
In fact, they handled 7 million daily download jobs and 1.7 million daily data requests in 2024. Hats off!
The team isn't resting on its laurels either. There are lots of big and powerful things in the pipe for 2025, so be sure to stayed tuned into the product updates blog.
A look back and forward
Thanks so much to our teams and our customers for an absolutely incredible year. We are all in this together, and we couldn’t do it without you. Here’s to an even more impactful 2025! We invite you to stay inspired and join us on this journey by exploring our latest innovations and upcoming events.
In the meantime take a few minutes to relax with a nice fika and watch the story of Funnel’s conception from the eyes of our co-founder Pelle Made.