Improvado: Platform Overview and Competitive Comparison

Improvado is a kind of marketing analytics platform that makes you more productive and less stressed during long marketing analytics and reporting sessions. Not that it can make all your campaigns profitable out of the blue, but it can surely translate complex marketing data into clear insights about revenue impact. 

That’s when it hits: the pure pleasure of being able to put metrics across all channels into a comprehensive picture of marketing performance. 

Improvado can save you days on copypasting data across all platforms into spreadsheets, aligning naming conventions, properly structuring UTM tags, and much more. 

You can easily spot new trends using Improvado’s dashboards and use reclaimed reporting time to analyze acquired insights, clean up a pile of backlog tasks, drink a cup of refreshing coffee, or simply leave work on time without fear of leaving critical reports for tomorrow. Because marketing isn’t only about crunching numbers in spreadsheets, right?

What is Improvado?

Improvado is an enterprise-oriented marketing analytics platform with a robust Extract, Transform, Load (ETL) pipeline at its core. Unlike other platforms, Improvado automates all stages of your marketing reporting process. 

Here’s a short breakdown of the process:

• Improvado pulls data from any of 500+ supported sources (CRMs, paid ads, email automation platforms, etc.). You can start gathering data in minutes by using Improvado’s pre-built data extraction templates.
• Then, Improvado applies data transformations to turn gathered raw data into business-ready insights that can be loaded into your dashboard or data storage.
• Once everything’s done, Improvado loads pristine data into a destination of your choice, such as Power BI, Tableau, Looker Studio, Google BigQuery, etc. 

With Improvado, companies save numerous hours for marketers, developers, and data analysts. The platform also eliminates the risk of human mistakes, ensuring that you’re working with fault-proof data that won’t let you down during a board meeting or execution of your marketing strategy.

Improvado integrations

Improvado supports 500+ data sources, including advertising, marketing attribution, email automation, CRMs, and other tools. See the full list of integrations.

Improvado offers additional data extraction options such as flat-file ingestion, raw data extraction through email, spreadsheets, Amazon S3, FTP/SFTP, etc. 

Besides, if you need to extract data from a platform that is not currently included in Improvado’s library, their team will build a custom integration in six weeks at the most.

A comprehensive list of data sources is enhanced by 37,000+ metrics and dimensions that Improvado users can streamline to their dashboards or data storage. For example, from Facebook alone, Improvado can pull up to 4,700 Facebook Ads, Page, and Groups metrics and dimensions. 

An in-depth look into Improvado’s product modules

Being a modular platform, where each module is responsible for different stages of the marketing data journey, Improvado is a practical choice for teams that need a partner to handle data extraction but can transform gathered data in-house. 

Here's what the main modules of Improvado can do:

MCDM (Marketing Common Data Model)

Improvado’s out-of-the-box solution automatically transforms and aligns disparate data across supported sources. The tool comes with a wide range of pre-built dashboard templates to jumpstart your analytics. It takes two weeks to master and doesn't require IT resources or technical expertise. 

DataPrep

A self-service transformation solution for advanced data analysts. The tool offers over 300 data transformation features to automate lengthy data cleansing processes. Even though DataPrep doesn’t require SQL, it may take up to two months to figure it out and start using it effectively.

Revenue AI Assistant

Improvado’s AI-powered revenue analytics copilot. With the help of text-to-SQL technology, Improvado’s assistant can help you query marketing data in the most effective way possible. 

Simply ask the assistant any question about a lead, campaign, or budget, and it will provide the answer backed with data from your storage and visualizations built on top of it. 

AI Assistant is an intuitive chatbot, meaning it has no entry threshold, while its opportunities are limited only by the creativity of your questions and understanding of your marketing landscape.

Marketing attribution

Improvado's attribution solution provides the infrastructure and support that large brands need to build and automate marketing attribution. It works with all of Improvado’s supported data sources and doesn’t require additional third-party pixels for tracking user interactions. 

What’s more, it can merge all user interactions into a single account, which can be very useful for B2B brands. You can see how all of your channels drive revenue in a single, cross-channel dashboard that Improvado tailors to your use case.

Who should use Improvado?

In short: Midsize and large brands with complex marketing stacks and advanced analytics requirements.

Improvado aims to solve analytics challenges of marketing, sales, and revenue teams in midsize and large organizations. 

A wide range of data sources ensures that none of the marketing platforms you use fall out of automated reporting. In case you use need to connect a platform that goes beyond Improvado’s library, their team can build a custom integration on demand. 

Additionally, Improvado’s Professional Services team helps organizations scale their data operations. For example, you might need a custom dashboard or an extra pair of hands to manage your data warehouse. The Professional Services team got you covered with any help you might need. 

Improvado’s basic pricing package includes 200 million annual data rows, which might be overkill for small businesses or boutique agencies. The most optimal package for midsize brands includes 300 million annual data rows, while for large enterprises, the number goes up to 500 million and beyond.

Here are some of the well-known brands that use Improvado:

• Global hardware company ASUS uses Improvado to centralize global marketing data, analyze the performance of its regional branches, and track the quality of UTM tags across all campaigns. 

• Italian coffee company Illy uses Improvado to perform cross-channel analysis and automate marketing reporting for the executive board.
• Software and mobile tech company Hyperconnect transitioned from DIY API connections to a healthy data infrastructure, leaving nasty API maintenance in the past.

How Improvado compares to alternatives?

The current market is filled with data management solutions offering different features and data source libraries. 

However, not a single of them has come close to Improvado in terms of marketing and revenue-specific features. 

Here’s a quick rundown of Improvado’s alternatives.

Supermetrics

Supermetrics works best for small teams with basic data needs and a low number of marketing platforms.

The platform supports just over 100 data sources, with some of them available only in high-end plans. 

In addition to that, the platform experiences performance issues when processing large volumes of data (100,000+), rendering it inefficient for large corporations gathering data from numerous regional branches. 

Supermetrics’ main downside is that it only offers extract and load functionalities. It means that your team has to use SQL or additional tools to turn raw data into analysis-ready format.

Funnel.io

Funnel and Improvado have a comparable number of data sources, except that Funnel offers much fewer metrics and dimensions. 

In terms of data transformation, Funnel solves only basic data transformation tasks, leaving more complex tasks to be handled by your team. Considering that most reporting time goes to data cleaning and normalization, Funnel does very little to save you time in this area.

Salesforce Marketing Cloud Intelligence (Formerly Datorama)

Marketing Cloud Intelligence caters to technically-skilled marketers or companies with substantial engineering resources, having Salesforce at the core of their marketing stack.

While the platform boasts thousands of supported platforms, there’s no clear figure provided on the website. Some of the integrations are available via the Intelligence Marketplace or as an add-on (e.g., Google Analytics 360 integration costs an extra $1,250 per month).

Given the complexity of the platform, onboarding and training requires a significant investment of time and resources. Certified Salesforce consultants might help speed up the onboarding, but it’s a considerable expense that adds on top of an annual check for a high-end platform.

Improvado pricing

Improvado’s pricing depends on your analytics requirements and data usage.

To provide an accurate and fair pricing quote, Improvado holds a 30-minute discovery session with each client to identify their needs and analytics goals. 

This brief consultation ensures that you only pay for the features and the volumes of data that will bring the most benefit to your organization.

Paving the path to advanced analytics with Improvado

With this overview, you now have a basic understanding of Improvado and what it brings to the table. But there’s a lot more to explore within the platform.

Each product module has a wealth of features designed to optimize your team's efforts and elevate your overall marketing operations. Curious to learn more? Here are some of Improvado’s essential modules you might find useful.

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Alternatively, you can skip the reading part and get all the information you need from one of our product experts. Schedule a 30-minute discovery session where our expert will provide insights tailored to your requirements. After all, each analytics journey is unique. Let's embark on yours together. 

Frequently Asked Questions

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