Key Results
Challenge
Effective marketing steering requires quick, easy access to data and insights
Bitpanda runs large scale digital marketing operations across paid search, paid social, programmatic, affiliates, partnerships, and organic. This covers over 20 channels, hundreds of thousands of ad groups and creatives spread across 40+ markets.
All marketing decisions - from budget steering to campaign and creative optimization - are data-informed.
The company-wide BI setup provided a high-level performance overview, but was not enough for agile, data-informed marketing steering. It fell short on deep cross-channel insights, creative reporting, and time to insight.
When evaluating how to best achieve the required level of marketing reporting and insights, the team aligned on these 3 main factors:
Insights depth - Campaign-level reporting was not enough. Full-funnel analysis and creative optimization require all marketing data - channel, backend and attribution - joined and harmonized down to the most granular level. Unlocking cross-team insights was also a key requirement;
Time to insight - In such a fast-paced industry and digital marketing landscape, speed and agility are key. This means marketers need the flexibility and control to self-serve data and uncover insights at the speed of business. Waiting weeks for data/BI support was not an option;
Total cost of ownership - A clear understanding of how much would it cost to maintain and update the marketing reporting system (for both people and tools);
Evaluation framework - key factors
The company-wide BI setup was not enough
Most marketing teams use the company-wide BI setup, visualizing data on a tool like Looker, PowerBI or Tableau, powered by an ETL tool (managed by the data team) for data ingestion.
While this setup works well for a high-level management overview (campaign-level), it falls short for enabling quick, data-informed marketing steering on such a large scale and complexity.
The team felt various shortcomings and limitations:
Insufficient data granularity (ad group, ad set, asset level) for optimization analysis
Lack of creative-level insights
Lack of cross-channel insights
Static dashboards don’t enable data exploration for marketers
Dependencies on data/BI teams for any changes
After careful evaluation, the team realized that building on top of existing tools would not address their needs and solve the problem. These tools aren’t specifically designed for digital marketing use cases, and they would require substantial investment in dedicated analytics resources to build and maintain complex data models and harmonize multiple data sources.
The company-wide BI setup is not enough for digital marketing, given the scale and complexity, ultimately creating a significant bottleneck in speed to insight.
Dependence on Data/BI teams leads to slow time to insight and missed opportunities
The common BI approach previously described leads to significant dependencies on data/BI teams. Any changes to dashboards, metrics or dimensions requires submitting a ticket and waiting for weeks or months. These systems don’t provide the control and flexibility marketers need to explore data and iterate quickly.
With the digital marketing landscape evolving faster than ever, data requirements keep changing and the data/BI team can’t keep up. This leads to missed optimization opportunities, especially in such a fast-changing industry.
In addition, ad-hoc reporting tickets take time away from marketing analytics priorities: SKAN implementation and marketing measurement (Marketing Mix Modeling, Incrementality, Multi-touch attribution).
Blind spots: creative optimization and UA-Organic effects
The team identified critical gaps in their analytics capabilities, particularly in 2 key areas: creative optimization and cross-team insights (across Performance, Affiliates and Organic). These limitations were leading to missed insights and optimization opportunities.
Creative optimization requires 1) rigorous and iterative testing to uncover winning creative formulas, and 2) spotting fatigue early on. For 1), it’s critical to understand what creative elements drive performance. While the team had naming conventions in place to group creatives, the BI tools don’t display the ad creative. When there are thousands of creatives running at the same time, naming conventions no longer suffice in building insightful reports, and therefore, don't allow for exploration or quick iterations.
UA and Organic teams were operating in silos, each with their own reporting, missing a holistic picture of marketing efforts. For instance, teams were not exploring potential cannibalization effects between paid and organic search.
Solution
Single source of truth for digital marketing = cross-channel data, down to asset level
Clarisights became the marketing analytics platform for every use case - from high level monitoring to creative optimization - covering all channels (paid search, paid social, affiliate, programmatic, display, partnerships and organic).
The entire digital marketing team has access to all marketing data (backend, channel, attribution) in one place, down to the most granular level. Including all dimensions and metrics.
The Solution: how Clarisights works
Self-service reporting for marketers (no-code)
Clarisights allows all digital marketers to “own” their reporting - i.e., to build their own dashboards/tables, add/edit metrics and dimensions and group data the way they need. All within a no-code interface, without any data/BI dependencies. Dedicated control access and governance measures are designed to prevent “data chaos”.
The platform follows the “low floor, high ceiling” philosophy: it’s accessible and easy for novice users, yet sophisticated and flexible to support advanced users and use cases - so that everyone can work together in a single hub and collaborate effectively.
Customer
Bitpanda
Industry
Fintech
Company Size
700+
Markets
30+ countries
