Executive summary:

Global performance agency NP Digital uses Funnel to deliver holistic marketing insights across paid, earned, and owned media. By automating data collection and unifying reporting, the agency empowers every team member, from data scientists to account managers, to collaborate seamlessly and focus on strategy rather than data maintenance.

Key results:

  • Unified reporting across all marketing channels
  • Significant time savings through automated data collection
  • Improved collaboration between technical and non-technical teams
  • Greater agility and flexibility in client reporting and responding faster to changing demands

Agency profile:

NP Digital is a global digital marketing agency founded by Neil Patel. The agency provides full-service digital marketing expertise across performance media, SEO, content marketing, and social media. With a mix of creative thinking and analytical precision, NP Digital helps brands drive measurable growth and tell stronger marketing stories through data.

The challenge - Scaling insights across teams and clients: 

As NP Digital grew, the complexity of its marketing reporting increased. Each client required a clear view of performance across multiple channels, but the agency’s existing process depended heavily on manual scripts and Python-based automation.

Senior Manager of Analytics Rebecca Martinez recalls the strain this created:

“We used to use Python to create scripts that would pull data from APIs. It wasn’t fully automated. Someone had to click a button every day. Reports were mainly monthly, and any new campaign or field meant manually editing the script.”

For an agency that works across many clients and fast-changing campaigns, this made it difficult to adapt quickly when new fields or platforms were introduced. Small changes could disrupt the entire reporting setup, forcing manual fixes and slowing down delivery.

“I was the one struggling to get something as simple as a dashboard out,” Rebecca explains. “I knew how successful we could be with our dashboards and getting the client the data that they needed if only I could have some type of tool that would let me do my job and show how better we could do the reporting.”

The solution - A foundation for holistic and agile reporting

NP Digital turned to Funnel to simplify and scale its reporting. By centralizing data from every platform, the agency automated data collection and reduced manual upkeep. Funnel became the backbone of NP Digital’s reporting process, helping the team deliver actionable insights faster and more consistently.

In this video, David Shapiro, Rebecca Martinez, and Matt Kim share how Funnel helps NP Digital bring together the full story of marketing performance.

“The biggest benefit of Funnel’s reporting for our clients is its ability to help us tell the holistic marketing story,” says David Shapiro, VP of Earned Media. “Not just focusing on paid or earned media, but helping clients understand how their marketing is working and what they can do to improve.”

For NP Digital, Funnel not only simplifies reporting but also strengthens client relationships.

“Funnel not only provides our clients with visibility into performance,” adds Matt Kim, Account Director. “It also helps our internal teams by saving time collecting and assembling data. It allows them to focus more on strategy and execution instead of being buried in data manipulation.”

David sums up why this approach matters for the future of agencies:

“The digital marketing agencies that will perform best in the future are those that are able to clearly articulate to their clients what is working, why it’s working, and what they should do based on that information. Funnel is really well positioned to provide agencies with that level of insight in an efficient way.”

The results - Collaboration, flexibility, and growth

With Funnel in place, NP Digital has unified its analytics, media, and client teams around a single source of truth. Data that once lived in silos is now accessible across the organization, empowering both technical and non-technical team members to make data-driven decisions.

Senior Director of Analytics D Doan explains how Funnel has reshaped internal collaboration:

“We have very technical people who can work with Funnel, and we have junior marketing specialists who might not have the same technical background. But everyone can come together, share data, and see what’s happening across platforms.”

In this video, D Doan and Matt Kim describe how Funnel keeps NP Digital adaptable in a fast-changing marketing landscape.

“Funnel allows us to be flexible, agile, and collaborative without being restrictive,” says D Doan. “We can work our way, connect with clients and vendors, and evolve as we go. It keeps us in that sweet spot where we can grow without getting stuck.”

By automating data workflows and making insights accessible to everyone, Funnel has helped NP Digital move beyond reporting to deliver strategic, story-driven insights that elevate every client conversation.