Background
Established in 2007, Yotel is a hotel group that offers guests an experience that challenges the status quo; with a promise to deliver a different kind of stay through awesome people, smart design, and the creative use of technology.
Challenge
Yotel saw a growth opportunity to scale up its Bing activity, but needed to do this with minimal resources. They also wanted a way to duplicate sitelink and negatives from Google to Bing and to keep Google and Bing in sync; so that if some campaigns are paused in Google, that would also carry over to their Microsoft Advertising campaigns.
Approach
MarinOne's Structured Sync is built to clone and sync campaigns from Google to Bing. Using Structured Sync, brands can clone their Google Campaigns, Groups, Creatives, Keywords, Sitelinks & Negative Keywords to their Microsoft account and sync status updates between the two publishers.
Each campaign is opted in via a dimension, which allows the system to clone that campaign into a specific Bing account. The system then creates an initial clone of the objects and keeps specific fields in sync on an ongoing basis.
Yotel started with a limited test of MarinOne’s Structured Sync on four campaigns in early August. Once they were comfortable with the tool, they opted for more campaigns to grow their Bing activity from a cost share of 5% to 9% vs. Google with minimal effort.
Results
Structured Sync paid off for Yotel in a big way. Scaling their reach to Microsoft Advertising delivered the following results:
- 323% increase in revenue
- 54% improvement in ROAS
- Microsoft Search Share of Wallet increased from 4.5% to 10% in the months following the implementation
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Client reporting is a cornerstone of marketing agencies' success. Clients expect detailed, actionable updates on campaign performance. This demand for comprehensive insights often creates a challenge: seamlessly aggregating data across channels, predicting future trends, and enabling scenario planning without sinking countless hours into manual reporting.
Enter Marin’s BI Connect: a powerful solution designed to automate reporting, enable forward-looking insights, and empower agencies to deliver more value to their clients.
The Challenge: Accurate, Holistic, Forward-looking Reporting
Agency reporting often grapples with several hurdles:
- Fragmented Data: Campaign performance data lives across multiple platforms (Google, Meta, Amazon, LinkedIn, and others), requiring manual collection and normalization.
- Time-Consuming Processes: The sheer volume of data, especially at the campaign-grain level, makes it hard to aggregate detailed and easy insights for clients to understand.
- Simplistic Forecasting: Traditional reporting tools focus solely on historical data, leaving agencies scrambling to provide clients with future projections or scenario planning for clients. Clients often ask, “Where will we land this month?” Agencies need answers that factor in seasonality, day-of-week effects, and other trends without constant recalculations.
- Scenario Planning: Brands often want to know what will happen if they increase or decrease their spending or adjust their allocation. Without accurate forecasts, this is often a guessing game based on vague performance benchmarks.
The Solution: Automated Reporting with Powerful Forecasting
Marin’s BI Connect is a game-changer for agency reporting, allowing agencies to build customized reporting based on an automated data framework. Marin gathers performance data across search, social, and retail media ad platforms, combines conversion data from hundreds of sources, and distributes it to your data warehouse, BI tool, or spreadsheet-based reporting.
Marin’s advanced AI examines past performance, key business events, and ad platform forecasts to create detailed campaign-level predictions for clicks, conversions, and revenue, considering the current spending. In the example above, you can see how day-of-week variance, overall growth trends, and the impact of specific events need to be factored into an accurate prediction.
These projections incorporate crucial trends like day-of-week, month, and year-over-year seasonality, giving agencies and their clients a clear view of what to expect at the end of the month. You can also answer that question: “What would I get if I invest another $50K this month?”.
Scenario Planning Made Simple
BI Connect empowers agencies to run “what-if” scenarios at the campaign-grain level. Whether clients want to know the impact of increasing spending by 10% or shifting budgets between platforms, agencies can quickly and confidently model outcomes.
Customizable and Flexible
With data available at the campaign-grain level, agencies can build reports tailored to specific client needs. Whether high-level overviews or granular performance details, BI Connect adapts to deliver the right insights.
Why It Matters for Agencies
Efficiency: BI Connect saves agencies countless hours by automating data collection and reporting workflows.
Accuracy: Projections are rooted in Marin’s AI-driven insights, ensuring that future trends and recommendations are reliable.
Client Satisfaction: Offering future-focused insights and scenario planning elevates the value agencies provide to clients, strengthening relationships and winning trust.
Scalability: Whether managing a handful of accounts or dozens, BI Connect scales to handle data complexity, enabling agencies to grow without increasing operational burden.
Empower Your Agency with Marin BI Connect
In the fast-paced world of digital marketing, agencies need tools that simplify complexity and enable smarter decisions. Marin BI Connect meets the challenge of cross-channel reporting and sets agencies apart by providing forward-looking insights that clients crave.
Ready to see how Marin BI Connect can transform your reporting? Schedule a demo today and take your agency’s reporting to the next level.
