Executive summary:
Eyeful Media’s senior strategists know their clients’ businesses and understand the data behind their marketing. But preparing that data meant building spreadsheet formulas or passing requirements to technical specialists. With Funnel, they can bring sources together and define the metrics they need themselves. They can check the results using their knowledge of the client and make adjustments as questions arise. The team now has a data foundation it understands and trusts, supporting both client reporting and analysis through Claude.
Key results:
- Connects advertising costs to client revenue by market.
- Uses prepared client data for reporting and AI analysis.
- Cuts software platform costs by about 70%.
Company profile:
Eyeful Media is a digital marketing agency and consultancy with around 20 senior practitioners, averaging 13 years of digital marketing experience. It works with B2B and B2C clients across industries, providing paid media, SEO, digital strategy and conversion rate optimization.
The challenge: Separating client knowledge from the data work
Eyeful initially pushed data into spreadsheets, using complex formulas and lookups to build static dashboards. “We spent more time building formulas than we did making strategic decisions,” says Tim Daloisio, Chief Strategy Officer at Eyeful Media.
The agency moved to a platform that automated some of the work, but required an in-house data analyst and engineer. Its strategists understood the clients’ businesses, but had to translate that knowledge into requirements documents for someone else to build.
“A lot of times that required a lot of context about the client that our strategists know inherently, but the data engineer did not,” Tim says.
Several strategists depended on the same technical team. Changes went back into a queue, adding another handoff each time the reporting needed adjusting.
Eyeful wanted its marketers to work directly with the data, applying their client knowledge while building and checking it.
The solution: Strategists define and validate client data in Funnel
Eyeful chose Funnel so its practitioners could organize each client’s data and build custom dimensions and metrics themselves. “We needed a layer that our strategists could interact with directly,” Tim says.
The team connected its core advertising platforms in individual client workspaces. Practitioners recognized the source data and could start working with it with little formal training. Within two weeks, they were building custom dimensions.
They could define markets, combine advertising and CRM data and check whether the resulting figures made sense in the context of the client’s business. When something needed refining, the person who understood the requirement could make the change and examine the result.
“Because our senior strategists are the ones building our data architecture for each client, they inherently trust what they’ve built,” Tim says.
For sources without native connections, Eyeful worked with Funnel on custom API connections and workflows, including automated imports of CRM exports. “Funnel’s been a tremendous partner for us when we haven’t had native connections,” Tim says.
The results: Connecting advertising spend to actual revenue
One home services client operated across several markets, but its advertising data was not connected to completed jobs and revenue. Decisions relied on form fills and other advertising platform events, with limited visibility into what happened downstream.
Eyeful brought the CRM and advertising data together in Funnel and defined the client’s geographic markets. Within the first week, the team delivered a daily dashboard showing ROAS by market, both across platforms and for individual channels.
Business operators could now see how advertising costs related to revenue, using reporting built around how their business operated.
The same prepared data also supports analysis through the Funnel MCP. During a client meeting, Tim used Claude Code to investigate a question about branded search spend. Google Ads and Google Search Console data were already connected in Funnel, allowing him to examine changes in keyword-level impressions and clicks and give the client answers for their board.
Switching to Funnel also reduced Eyeful’s software platform costs by about 70%. “Funnel has allowed Eyeful to have an enterprise grade data analytics practice without enterprise grade software costs and staff,” Tim says.
For Tim, having a foundation for marketing data allows the team to put its experience to work when interpreting results and advising clients. “If we can trust the data layer that we have, we can let our expertise shine when we’re analyzing that data.”
