The 7 Stars is the largest independent media agency in the UK, with 172 employees and £250M in annual billing. The 7 Stars work with global brands like Suzuki, Ladbrokes, Warner Music Group and Nintendo, handling campaign planning and buying across all media channels. The company was built around core values like honesty and transparency with customers.
The agency had a challenge in their reporting process. Typically, each Account Manager worked directly in the interface of each advertising platform. That meant that for each marketing report, they would need to manually download CSV files of ad data like cost, clicks and impressions and import to Excel. They would then proceed to build pivot tables that they would send to clients.
This manual reporting process involved multiple Account Managers for each client report, and entailed hours of manual labour.
“Funnel impresses clients.”
Not everyone is an Excel wiz, and the pivot format was unintuitive for most clients. Besides, it did not look very professional.
Head of Analytics Johnathan Romero had two objectives in mind: 1) Automate the reporting process for all clients to enable Account Managers to spend time on optimization rather than data collection. 2) Centralize marketing data in one place.
The ideal place to collect all this data was Google BigQuery, where he already had automatic data from DoubleClick and other Google properties. However, the 7 stars handle a wide variety of platforms and connecting them all was a challenge.
Unless all platforms were connected, Google BigQuery wouldn’t solve the problem.
“Funnel Support is 100%.”
Johnathan started investigating options. He looked at various providers and even researched having the in-house development team building API connectors to connect advertising platforms to Google BigQuery. After intense research, he found Funnel.
Johnathan saw that Funnel had the biggest library of ad platform connections that he had seen. That decided it - he would try the solution with one of his biggest clients: Nintendo. Success here would have a massive impact. A single Nintendo report meant that 4 team members had to spend half a day on data collection. The project had the potential of saving 16 man-hours per week that could be spent on optimizing campaigns instead.
Johnathan used Funnel to automate Nintendo data collection from all platforms and centralized them in Google BigQuery. From there, team members accessed the full scope of marketing data, and could use it to visualize reports in their dashboard solution (Tableau). The whole setup process took less than 2 hours, and now Nintendo reporting is fully automated.
“Getting cost data into BigQuery is very complex. But Funnel easily takes care of that headache for us, even for the most obscure advertising platforms.”
With ad platform information at their fingertips, Account Managers can now easily pull together reports for new clients. Reports are live in Tableau, and customers can log in to see them at any time. The visualization is superior, and gives a much more professional impression.
The centralization of information has also made it possible for Johnathan to benchmark performance across the whole customer base, and see wider trends.
“Funnel democratizes data internally. Everyone can now login to get the data they need when they need it - this opens the door to a lot of possibilities.”
“Recently, we used Funnel to setup a media dashboard for a brand new client. Prior to Funnel this process would have taken weeks, but with Funnel, we managed to create a branded dashboard for the client in no time. 4 days after the initial meeting, we had a full overview of all their activity including DoubleClick, display and Facebook. It was interactive, with a roll-up view and drill-down opportunities, all live. This was something they had never seen before.”
“Funnel has the most complete library of advertising platforms I have ever seen.”