Darwin Streamlines
Cleo’s Marketing Ops
Saving $50K Annually
About the client
Cleo, a leader in ecosystem integration software, sought to enhance their marketing analytics capabilities by improving data consolidation, reporting accuracy, and overall efficiency.
Darwin implemented a custom cookie-based analytics solution that integrated data from Google BigQuery, GA4, and Salesforce into a unified reporting platform.
The result? Cleo eliminated third-party attribution integrations, saved $50K annually, and cut two days of manual reporting each month.
Introduction
Mission
Cleo has long been at the forefront of ecosystem integration, serving businesses with innovative solutions for B2B integrations, supply chain management, and data analysis. With headquarters in Rockford, Illinois, and a growing presence worldwide, Cleo empowers organizations to transform their business processes with end-to-end visibility and automation tools.
Problem Overview
As Cleo’s marketing efforts expanded, they struggled with fragmented reporting systems that complicated data access and analysis. To keep pace with their dynamic operations and drive smarter decision-making, Cleo turned to Darwin for a state-of-the-art data integration and analytics solution.
The Problem
Cleo’s marketing team faced several pain points that hindered efficiency and growth, including key issues:
01 Fragmented Data Sources
Key marketing metrics were spread across multiple platforms such as Google Analytics, Salesforce, and BigQuery. This lack of integration prevented Cleo from having a unified view of their marketing performance.
02 Manual Reporting Bottlenecks
Creating monthly reports was an intensive process that consumed two full working days each month, often leaving the marketing team with incomplete or outdated insights.
03 Costly Third-Party Tools
Cleo relied on multiple third-party attribution integrations to bridge the gaps in their reporting. These tools were expensive and ineffective, adding unnecessary costs without delivering adequate value.
04 Limited Reporting Accuracy
With disconnected systems and manual processes, Cleo’s reporting accuracy hovered around 70%, leaving significant room for error in key marketing decisions.
The Solution
Recognizing the challenges Cleo faced, Darwin delivered a custom end-to-end analytics tool designed to address each of their data and reporting pain points.
A Custom Cookie-Based Data Connector
Darwin built a powerful data connector solution to unify data from Google BigQuery, GA4, and Salesforce into a centralized reporting hub. By integrating these platforms, all marketing metrics became consolidated into a single, easily accessible location.
Automated Reporting in Looker Studio
The unified data connector enabled Cleo to leverage Looker Studio, an advanced analytics platform that provided real-time visual reports. Custom dashboards were created to track marketing channel performance, allowing Cleo’s team to monitor key metrics and spot trends easily.
Elimination of Third-Party Integrations
By implementing Darwin’s tailored analytics platform, Cleo was able to eliminate costly third-party attribution software. This change saved the company over $50K annually, significantly freeing up their budget for other strategic investments.
Improved Reporting Accuracy and Time Savings
With the streamlined solution, reporting processes became automated, cutting two full reporting days from the monthly workflow. Additionally, the integration framework provided a 90% improvement in reporting accuracy, empowering Cleo to make data-driven decisions with confidence.
Tailored Insights for Marketing and Sales
Darwin customized the Looker Studio dashboards to align with Cleo’s specific sales and marketing funnel metrics. This enhanced visibility allowed the team to evaluate campaign ROI, track customer engagement journeys, and optimize their overall marketing strategy.
The partnership between Cleo and Darwin yielded measurable successes across key performance areas
Key Outcomes
$50K Annual Savings
By eliminating third-party attribution software, Cleo achieved significant cost savings, allowing them to allocate resources strategically.
2 Days Saved Each Month
Automated reporting processes freed up two full workdays previously spent on manual data consolidation and report preparation.
90% Reporting Accuracy
Darwin’s tailored analytics solution improved data consolidation and accuracy, facilitating smarter business decisions.
Enhanced Visualization
With Looker Studio’s real-time reports, Cleo’s marketing team gained actionable insights into campaign performance, customer acquisition, and overall ROI.
Before-and-After
Comparison
Metric
- Data Integration
- Third-Party Tools
- Reporting Time
- Reporting Accuracy
Before
- Disconnected systems
- $50K annual spend
- 2 days per month
- ~70%
After
- Unified reporting hub
- $0
- Automated, real-time
- 90%
Client Feedback
The Darwin team offers a wide range of expertise that we have access to - so whether we've had to get insights into our analytics or build a new custom solution for our specific business, the appropriate person was always assigned to help make the project a success.
Jenn Bigdeliazari,
Senior Marketing Director, Cleo Communications
Through innovative data integration, automation, and expert customization, Darwin transformed Cleo Communications’ marketing analytics capabilities.
The implementation of a unified data connector and automated Looker Studio dashboards empowered Cleo’s team to focus on what truly matters—driving impactful marketing decisions and business growth.
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