CASE STUDY:
ATYPICAL DIGITAL

Time spent pulling reports reduced from 50% to 20% per resource.

AtypicalScreen

CHALLENGE

outdated tools were a waste of time

Last October Atypical Digital noticed their Paid Media team members were spending up to 50% of their time each month pulling data for client reports. The problem with managing multiple accounts is that it takes a lot of time to access data from disparate sources, which takes away from time that could be spent focused on optimization for performance.

Making the issue worse, the platforms they once leveraged for bid optimization (Marin & Kenshoo), were going unused because of lengthy setup requirements. In most cases they were being underutilized as a data export tool. These tools were designed to make bidding and optimization easier, but as platforms like Google and Facebook improve their algorithms and features, they’ve become easier to use and have begun to overtake the need to use 3rd party tools.

The 3rd party tools also couldn’t keep up with the number of ad and campaign types offered by the constantly-evolving ad platforms, leaving them to manage only a small segment of the entire data our experts were managing. It was clearly time to find a new software solution to help their experts spend less time wrestling with outdated tools and more time making changes that improve performance.

SOLUTION

Work with a Company that treats you like a partners and has a product with easy set-up

Most of the accounts Atypical Digital work on involve search and social media advertising platforms. They work with trusted partners for display programmatic, video, re-targeting, and other channels, so search and social were the platforms that stood to produce the most time saved in day to day activities.

With search and social in mind, they began researching the latest and greatest when it comes to paid media reporting and at all ends of the spectrum. They built a list of requirements and began reviewing different tools, which included smaller, agency-specific operations like NinjaCat in addition to more broad-spanning data visualization tools like Domo and Tableau. They evaluated a lot of different technologies, including out-of-the-box tools made for ad reporting and more customized solutions that would have some assembly and data integration requirements.

The Winner: AdStage

The research process took nearly 3 months of lovely non-billable time, however the team felt it was well worth it in the end. The platform that stood out to them was AdStage. AdStage had more native ad platform connections and a partnership-style relationship. The ease of setup was refreshing, no longer did they need to start over and setup custom conversion actions to appease yet another platform for tracking purposes. They could simply use the features that are native within the advertising networks, which means no more 3rd party bidding tools. All of their bidding strategies could use the advanced offerings now within Google and Bing, for example.

AdStage accomplished Atypical Digital's original mission of saving reporting time with an out-of-the-box Google Analytics integration and the ability to integrate data via Google Sheets if that connection ever became an issue. This reporting function saved them from painstaking exporting and compilation of data from different sources.

RESULTS

IMPROVED PRODUCTIVITY AND PERFORMANCE

Atypical Digital has been using AdStage for a year now. After a full year of usage, the time it takes to pull reports has been reduced from 50% of resource time to 20% most months. Thanks to AdStage, they spend less time finding data, more time acting on insights, and have happier clients and employees.

KEY PRODUCT FEATURES

REPORT
Custom dashboards

Atypical Digital has created 270 dashboards in the AdStage platform and 41 of those dashboards are scheduled to be sent regularly to both clients and internal team members. AdStage dashboards boast multiple widget types to show your data in a way that makes sense - tables, charts, images, text, and more. Flexible date ranges make it easy to compare the time periods. Agencies can even include markups right in their dashboards.

Custom metrics
Atypical Digital has created 20 calculated metrics for the KPIs that help them report on their specific business goals. You can import your own conversion data (via .csv), tie it to your ad data, and pipe it into the widgets on your dashboards.

AUTOMATE
Optimization Rules & Alerts
Automatically optimize ads and stop high CPC by making actions based off specific metrics. Create flexible and powerful optimization rules with simple IF/THEN logic. Make predefined changes to advertising when KPIs have been met, have not been met, or have exceeded a desired value. Set up a cadence to check performance and run rule. With automated rules, you can monitor and control your campaigns based on CPA, ROAS, and other calculated metrics. Stop overspending on your ads and reduce your CPA.

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CUSTOMER

atypical digital: a digital transformation firm

Industry: Digital Agency
Founded: 2018
Headquarters: New York, USA
Employees: 251-500

Atypical Digital offers a suite of services that help businesses and individuals craft their story, build their platform, and distribute it in a way that makes strong human connections. They believe that time, budget, and energy is more effectively spent this way.

Their customers rely on them to solve their problems. They want leads, visits, engagements, and clicks. They want a more modern website or a platform with the latest technology. Atypical Digital encourages the consideration that technology is the medium, but it is not the solution. The solution is their ability to draw from their diverse collective experiences and empathize with those they hope to reach. It’s their experience that when you make it your goal to create real human connections, the other metrics will follow.

You may call them a digital agency, they call themselves a digital transformation firm.

“Shortening the path to bottom line impact from paid marketing efforts is a huge win for us.”

Mandy Fitzberger
Media Director
Atypical Digital

products used

Report
Quickly and easily visualize and analyze all cross-network paid search and paid social performance in one report. Build custom dashboards with advanced and granular filtering, create sharable, white label reports, and use the customized metrics your team needs to drive business decisions.

Automate
Create automatic campaign optimization actions that are triggered by important metrics. Use if/then logic, scheduling, and rotation to serve your ads when your audience is most likely to take action.

Join
Automatically connect ad performance data to web analytics and sales pipeline data. Analyze and optimize your paid ad campaigns on down-funnel metrics to improve your advertising ROI.