MarketingIntelligence.io

BACKGROUND

Please describe your company and your position there.

Company Seznam.cz is a unique Czech search engine, which also owns dozen web portals and mobile applications, covering a wide range of services such as zbozi.cz (comparison shopping engine), seznam.cz (browser) or provides media content novinky.cz, seznamzpravy.cz, , stream.cz (VOD portal) and many more.

In my role as a marketing strategist, I am in charge of the development of both performance and brand strategies. From the aspect of data and analytics, we are currently focusing on best practices regarding the measurement of key marketing activities from web servers to applications.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

We cooperate with MarketingIntelligence on several data analytics projects. Our common path started 2 years ago with custom data-driven attribution including post-impression touchpoints. Since then, we've advanced on many fronts eg. supporting consistency with mobile app measurement including AppsFlyer/Firebase, incrementality of marketing activities and most recently, calculating Marketing Mix Modeling or Share of Search.

SOLUTION

How did you select this vendor and what were the deciding factors?

The people behind MarketingIntelligence.io were recommended and in just a few minutes after talking to them, it was clear that they represent the expertise we need in our unique big data projects.

Describe the project in detail and walk through the stages of the project.

MarketingIntelligence is always one step ahead of the entire market in data science. That's why our cooperation is highly out-bounded and usually provides a journey full of data adventure as well as refreshing insights from more than just one angle. Together, we have accomplished:

• Marketing Mix Modelling to supplement missing data, even with the option to enrich the model with insights from data-driven attribution or previous marketing experiments
• Share of Search for 2 of our brands in different verticals to be able to predict the market share and its trend in advance
• Evaluations of our marketing activities from the point of incrementality

How many resources from the vendor's team worked with you, and what were their positions?

We mostly work with the CTO Marek, who is the main person behind building and creating the needed data solutions for us and expertise. We are also often in touch with the Client Success Manager Bianka. From time to time, we cooperate with other colleagues if needed - for example with David who is Data Engineer & specialist in mobile app analytics.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We are able to build firm understanding foundations and present our marketing activities & outcomes even from a deeper perspective, taking into account a wide range of variables, which is something we wouldn't be able to finalize internally only with our BI/data analytics teams.

How effective was the workflow between your team and theirs?

Our workflow is efficient and satisfying - we have regular status calls for developing our analytics projects usually full of discussion and brainstorming. Plus they have a high level of availability and are both nimble and cutting-edge.

What did you find most impressive or unique about this company?

I am impressed by their experience in the field of data-science & analytics and their enthusiastic attitude to share and support our cooperation beyond that. They’re providing us with valuable knowledge and expertise.

Are there any areas for improvement or something they could have done differently?

Sometimes the reports can be harder to understand for non-technical colleagues but they always try their best to make them comprehensible for everyone involved.

BACKGROUND

Please describe your company and your position there.

Forliving provides a wide range of household and garden furniture supplements. We mostly promote our products online via domains & e-shops such as ratan.cz, sedaci-nabytek.cz, nabytek-forliving.cz & nabytekzakacku.cz. My position is the CMO, who takes care of the whole marketing strategy and my main goal is to bring the best sales performance across all domains.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

The main aim of cooperation with MarketingIntelligence was to put marketing performace of all our e-shops and ad platforms into one dashboard. So we are able to see all the needed outcomes in one place. So thanks to their approach we can save our time on manual report creation and reconciling data from various sources.

SOLUTION

How did you select this vendor and what were the deciding factors?

I met one of the co-founder on his Data-driven marketing practically workshop and his attituted how to work with marketing data was astonishing so after a while I decided that this kind of soution I want to onboard in our company.

Describe the project in detail and walk through the stages of the project.

We built dashboards for our performance marketing KPIs. So the first step was to integrate all our data sources in an automatic way so we can have all the needed metrics updated without our day-to-day manual work. When the basic marketing reporting was build Marketing Intelligence provided us a custom reports and dashboards.

After a while we also decided to go for a more advanced analytics so we processed to provide also developed approach such us data-driven attribution, product analytics and forecasting.

How many resources from the vendor's team worked with you, and what were their positions?

I mostly work with the Senior Business Analyst who runs the implementation process and also check that all the needed data flows work in a correct way.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have been working with MarketingIntelligence.io for 2 years. By reconciling data from all our websites, online marketing platforms, and transaction database, we finally managed to see the real income and costs from all marketing investments in one place.

We can also break down the results by campaigns or individual product SKUs. That provides us the ability to drive our digital marketing with a full understanding of all business factors and costs, and not just media/clicks costs. Marketingintellinge.io's approach to reporting helped us shift from Excel-powered reports to real-time automated reports and dashboards

How effective was the workflow between your team and theirs?

Our cooperation has a smooth workflow. I see Mi as a strong and supportive partner to whom I can turn to in case of any questions about data analytics.

What did you find most impressive or unique about this company?

I appreciate their personal approach and effort to cover our data, reporting and insights needs so we can demostrate the value of marketing on a diffferent level of a deep granularity.

Are there any areas for improvement or something they could have done differently?

There isn't anything they need to improve on.

BACKGROUND

Please describe your company and your position there.

Hartmann-Rico is a healthcare company. We run several domains & e-shops to provide a wide scale of medicine, cosmetics & health products. I am the business analyst of E-commerce.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

We hired Mi to help us measure all needed KPIs and to have all the data in one place. Our cooperation had started a few years ago with a workshops consulations in a field of data-driven marketing. During the time of our cooperation we have extended our cooperation by administration of our GA and GTM accounts for selected domains. Once we had found out about new generation of analytics (Google Analytics 4), we had decided to setup new GA4 as soon as possible in order to not loose the option such as year-to-year comparisson.

SOLUTION

How did you select this vendor and what were the deciding factors?

I visited Marketingintelligence workshop: Data-Driven marketing practically. At the time, we were looking for a partner who could help us to get all data we had in one place and to train our team in areas such as marketing planning, data-driven attribution and so on. Deciding factor was especially expertise of guys from Mi.

Describe the project in detail and walk through the stages of the project.

Project of settings Google Analytics 4 involved several steps:

• Discussion about what are the requirements from our site to be measured to Google Analytics 4.
• Review of current Google (Universal) Analytics tracking - Mi helped us to map and document what we have been measuring to current analytics. It was the important input to know, what events can be measured to Google Analytics 4 as well withnout the need to ask our developers for support.
• The implementation of new analytics tracking to GA4 – containing Google Analytics 4 settings and necessary settings in Google Tag Manager as well.

How many resources from the vendor's team worked with you, and what were their positions?

I mostly work with the Senior Business Analyst who run the implementation process of web analytics tasks and also check the data flow correctness.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Outcomes of the project is successful setup of tracking required events to Google Analytics 4 for selected domains and extending of our cooperation regarding help with implementation of GA4 to other countries.

How effective was the workflow between your team and theirs?

The communication is very easy and pleasent. We use our online to-do platform where we can update and also track the process of tasks daily. When I need to handle some data measurment issue I can rely on them. Michal is flexible and willing to jump into video conferences when needed.

What did you find most impressive or unique about this company?

Personal approach and their effort to deliver the value we need. Mi team is both professional and well organized.

Are there any areas for improvement or something they could have done differently?

I can't think of anything.

BACKGROUND

Please describe your company and your position there.

ArtMap is an indipendent information platform. We are focus in contemporary art.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

We hired Mi to review and support our web analytics measurements and to make an audit in today's world.

SOLUTION

How did you select this vendor and what were the deciding factors?

I got personal recommendation and they gave us one of the best offer.

Describe the project in detail and walk through the stages of the project.

Firstly, they have audited the current settings of our web measurements. We discussed which metrics and KPIs are important for us and what kind of questions we need to answer by data reports. Mi has prepared documentation with all events that will be needed to measure in Google Analytics 4. Once we agreed that the list is completed. They have started the setup of the new measurement strategy. They took care of the whole analytics settings in GTM & GA4. They have called also several tests to confirm that everything works as it should.

How many resources from the vendor's team worked with you, and what were their positions?

I worked with 2 of them the Senior Business Analytic who run the implementation process and with a Customer Success Manager.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have the new measurements running so we can evaluate our analytics data and use them for further investigation, promotions and to start a new partherships on this basis.

How effective was the workflow between your team and theirs?

They had a reliable team. Fluent communication mostly via e-mail, short calls or online meetings. When I needed to reschedule some meeting there was no problem.

What did you find most impressive or unique about this company?

Personal approach and their effort to deliver the value we need.

Are there any areas for improvement or something they could have done differently?

No

BACKGROUND

Please describe your company and your position there.

I am the CMO of a property management company in Prague with over 170 properties in our portfolio. We take care of leisure and business accommodation and run our own booking platform praguedays.com.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

When we release our own booking platform we needed a strong partner to help us implement our tracking concept and get us ready for GA4.

SOLUTION

How did you select this vendor and what were the deciding factors?

We received a recommendation on MI's work. When we searched for our partner, we needed to stay cost-effective and find the best business fit for us. MI's offer was the best as well as their team.

Describe the project in detail and walk through the stages of the project.

We started working with MarketingIntelligence (Mi) when we needed help to implement GA4 tracking on our new apartment booking platform praguedays.com. They were able to swiftly review our tracking concept and suggest changes to ensure we would not face any issues. The great thing was that Mi made sure that we understand the suggested changes well to allow us to build on our tracking concept in the future. As the cooperation was super smooth, we soon started working together on other projects regarding data visualization and analyzing user flows.

How many resources from the vendor's team worked with you, and what were their positions?

I worked with 2. The Senior Business Analytic who run the implementation process and with a Customer Success Manager.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

We have the measurement live so we can deep dive into analysing the effectiveness of our strategies.

How effective was the workflow between your team and theirs?

Super smooth. There were no delays in the communications. Everything was always explained to us in detail but no long calls were needed. The communications was as effective as it could be.

What did you find most impressive or unique about this company?

MarketingIntelligence.io took care of the implementation and testing, which helped us roll out GA4 faster than expected.

• communication
• delivering results fast
• knowledge and effort to explain everything in detail

Are there any areas for improvement or something they could have done differently?

we will have to see what happens in our future cooperation but as of now we are very happy with the partnership.

BACKGROUND

Please describe your company and your position there.

I am the CMO of ALL SPORTS - this company provides B2C shops with a wide range of unique sports equipment. We manage e-shops such as kappa-sport.cz, bauerhockey.cz and 47shop.cz.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire MarketingIntelligence.io?

We have hired Marketingintelligence.io to prepare for us automated reporting that will cover all of our e-shops.

SOLUTION

How did you select this vendor and what were the deciding factors?

I met the founders of the company in person at their workshops a few years ago. I was impressed by the enthusiastic and innovative way they want to develop the work with marketing data.

Describe the project in detail and walk through the stages of the project.

We started the implementation process, so first, we had to collect all our data sources, provide accesses, and put together the necessary background KPIs, which is essential for us to have in one place in a consolidated way even across different domains. After we built these elementary blocks, MarketingIntelligence made the data connection/cleaning and any necessary data source transformations. After a few weeks, we were able to talk about a ready-to-use dashboard above them we could begin to track our performance at various levels of detail.

How many resources from the vendor's team worked with you, and what were their positions?

Our main contact have been the Business Analyst or Client Success Manager.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Marketingintelligence.io solution has a very positive impact on our business. Our marketing team spends more time doing value-added work, rather than pouring time and resources into manual analytics and reporting processes. All KPIs have several levels of granularity and possible breakdowns. We can also see our best- and worst-performing products and how much we promote them on each channel. It provides us a helicopter view over all our business KPIs.

How effective was the workflow between your team and theirs?

It is always pleasent and easy workflow.

What did you find most impressive or unique about this company?

I appreciate their advanced experience in the data analytics field.

Are there any areas for improvement or something they could have done differently?

not yet