Executive summary:
Filippa K, a Scandinavian fashion brand established in 1993, has been a pioneer in minimalist design. Known for its strong heritage, the company faced challenges as the premium market became increasingly competitive. To elevate its brand and pivot towards affordable luxury, Filippa K turned to Funnel and Funnel Solution Partner, Commbakers, to streamline its marketing operations, improve reporting, and foster collaboration across teams.
Key results:
- Reporting time dropped from hours to minutes, allowing the team to focus on strategic initiatives.
- Unified data revealed micro-trends and performance metrics that were previously overlooked, enabling data-driven decisions.
- Cross-functional discussions became more insightful, with teams aligning on data and strategy.
- Funnel’s adaptability allowed Filippa K to integrate new channels and campaigns, ensuring long-term sustainability.
Company profile:
Filippa K was founded in 1993 in Stockholm, by Filippa Knutsson, together with her then husband Patrik Kihlborg and business partner Karin Segerblom. The first Filippa K stores opened in 1997 in Stockholm and Oslo, and the company has since expanded to 50 stores in 20 countries and over 700 retailers.
Partner profile:
Commbakers is a digital transformation agency for e-commerce brands. They help their clients with Performance Marketing, SEO, Analytics, and Technical Support, helping them grow and scale their e-commerce business. If you want to learn more about Commbakers and its services, you can do that here.
The challenge - Manual setup with fragmented data:
Before integrating Funnel, Filippa K's digital marketing team faced several challenges that hindered efficiency and collaboration. Their marketing data was fragmented across seven platforms, including Google Analytics, Salesforce, and various e-commerce and BI tools, making comprehensive reporting both time-consuming and error-prone.
Weekly check-ins required significant manual effort to compile data, leaving little time for actionable insights. Teams operated in silos, leading to inconsistent metrics and misalignment between digital strategies and overall business goals.
Additionally, as Filippa K diversified its channels and prioritized brand awareness, the need for quick, reliable insights became increasingly critical, but their existing setup couldn't keep pace with these demands.
The solution - One marketing data tool used throughout Filippa K:
To overcome these challenges, Filippa K brought in Charan Mandapati, SEO and Analytics Consultant at Commbakers, to find a sturdy solution. Charan introduced Funnel as the solution that perfectly aligned with Filippa K's goals. Its marketing data hub unifies all marketing data into a single dashboard, integrating sources like Google Ads, TikTok, and Salesforce, eliminating the need to navigate multiple platforms.
“Funnel’s intuitive interface and flexibility make it indispensable for marketers. Adding new data sources is seamless, which keeps the system future-proof.” says Charan.
Automated data aggregation saved significant time, allowing for deeper analysis and faster decision-making. The intuitive dashboards enhanced collaboration across teams, including e-commerce, performance marketing, and senior management.
Additionally, Funnel’s customizable connectors provided the flexibility and scalability needed to quickly adapt to new channels and campaigns, ensuring an agile and responsive strategy.
The implementation process was swift and seamless, taking just a few weeks. Making sure a full data audit was done to identify and integrate all relevant data sources.
And custom connectors were built by Funnel to for example add Salesforce Commerce Cloud to centralize e-commerce and customer data. When everything was in place, they ensured that all stakeholders were trained, from marketers to their CFO.
The results - Data-driven growth:
The adoption of Funnel revolutionized Filippa K’s marketing operations. Reporting time was reduced from hours to minutes, enabling the team to focus on strategic initiatives.
Michaela Nordstrom, E-Commerce Manager: “With Funnel, I can skip the boring stuff and dive straight into the fun part, which is analyzing data. It has not only saved us time but also fostered better discussions within the team.”
Unified data provided deeper insights, uncovering micro-trends and performance metrics that had previously been overlooked, driving more data-driven decisions. Collaboration improved significantly, with cross-functional discussions becoming more insightful as teams aligned on data and strategy.
Jorge Montoya, Digital Marketing Manager: “Funnel has completely changed how we operate. It’s our single source of truth and has optimized our investments across channels.”
Funnel’s adaptability also supported scalable growth, allowing seamless integration of new channels and campaigns to ensure long-term sustainability.
Craig Erdrich, Chief Financial Officer: "Funnel has helped our marketing team to optimize their marketing investments significantly. They now share extensive reports that make me confident in spend optimization."
Looking ahead, Filippa K plans to further enhance its marketing strategy with Funnel. They aim to expand omni-channel integration by incorporating offline data from retail stores and out-of-home campaigns for a more comprehensive view. They will refine measurement strategies using Funnel’s tools to improve attribution accuracy and optimize investment effectiveness. Additionally, Filippa K intends to broaden Funnel’s accessibility to include store managers and the wider marketing team, empowering everyone with actionable insights to drive success.
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