Lanieri

Complex marketing setup

Alberto Toso, Head Of Digital Marketing at Lanieri, was advertising in 5 countries, across 12 ad platforms including Adwords, Facebook and LinkedIn. In his daily work, he needed to answer several questions:

• Where is his marketing budget best invested? Which network and campaigns have the best ROAS?
• What campaign types are most efficient in each platform?
• Which network is best for driving top-funnel activity?

Reporting took forever

In order to answer these questions, he had to go through a long manual process.

• Manually export data such as Impressions, Clicks and Cost from every ad account in every platform.
• Manually export data such as transactions and revenue from Google Analytics.
• Match cost to revenue for each campaign in Excel.

Reports were prone to errors, and hard to overview

He would create these Excel reports as an overview for his CEO, or in preparation for investor meetings. But the reports took too much time and effort to be done on a weekly basis. In addition they were hard to overview and often had errors due to the human factor. As a result, Alberto usually didn’t bother creating a cross-channel performance report for his own daily use. Instead, he obsessively logged in to each ad platform as well as Google Analytics and tried to keep mental tabs on his various campaigns.

With this process it was easy to see how much revenue each Lanieri campaign was driving, but he didn’t have cost information available. In the end, decision making was often based on only half the required information. He realized that he would be able to vastly improve performance if he had an automatic way to visualize Return on Ad Spend.