How United Way NWI saved 80 hours a month and $20k/year on reporting and manual labor

Problem

Due to the fragmented nature of their information ecosystem, integrating data from various sources into a unified platform for analysis and visualization posed a significant challenge for United Way NWI’s team. The primary obstacle was the manual effort required to extract data from different sources and consolidate it into a format compatible with visualization tools. This process was not only time-consuming but also prone to errors and inconsistencies. This posed several challenges in their marketing operation:

• Data required for in-depth analytics was fragmented across Facebook Ads, Google Ads, Google Search Console, and Google Analytics 4, which hindered comprehensive analysis;

• Manual data collection and reporting processes were time-consuming and prone to errors, consuming approximately 80 hours per month;

• Lack of integration with the Andar/360 CRM data limited their ability to analyze customer behavior and attribute conversion data accurately;

• Inconsistencies in visualization processes caused confusion among stakeholders, leading to suboptimal decision-making. United Way NWI relied on spreadsheets that were filled with formula errors and sometimes lacked visualization at all.

Recognizing the urgent need for a more efficient data integration solution, their team explored various options and came across Coupler.io.

Solution

United Way Northwest Indiana implemented Coupler.io to address these challenges and unlock the full potential of their marketing data.

Coupler.io seamlessly connected data from Facebook and Google Ads, GSC, and GA4 into pre-built Looker Studio templates, providing answers to crucial marketing questions. For instance, PPC reports provided insights into campaign performance metrics such as click-through rates, conversion rates, and ROAS. Google Search Console reports enabled analysis of keyword performance, organic search traffic trends, and website click-through rates all in one place. Lastly, the Google Analytics 4 reports facilitated tracking of user behavior, website engagement, and conversion pathways by easily combining multiple GA4 reports to provide advanced data breakdowns.

The intuitive interface of Coupler.io made it easy for United Way NWI to set up data pipelines and automate reporting workflows.

• Time Savings: By automating data integration and reporting processes, United Way Northwest Indiana saved approximately 80 hours per month, allowing marketing teams to focus on strategic initiatives rather than manual data manipulation. This significant time-saving equated to more efficient resource allocation and accelerated decision-making timelines.

• CRM Integration: United Way Northwest Indiana plans to also integrate CRM data with Coupler.io into Looker Studio and later in BigQuery to enrich their marketing insights further. This integration will enable them to analyze customer interactions across multiple touchpoints and attribute conversions accurately, enhancing their understanding of the customer journey.

• Looker Studio Reports: United Way Northwest Indiana opted to utilize Looker Studio reports for visualization, providing all stakeholders in the organization, whether C-level or even board members, with intuitive dashboards and interactive visualizations to monitor marketing performance effectively.

Moreover, the accuracy and reliability of their data improved significantly following the adoption of Coupler.io. By automating the data integration process, they minimized the risk of human errors and inconsistencies, ensuring that analysis and insights were based on reliable information. This enhanced data quality enabled making more informed decisions and tailor marketing strategies effectively to meet the needs and preferences of the stakeholders.

Furthermore, the seamless integration between Coupler.io and Looker Studio empowered the team to visualize data in real-time, enabling them to track KPIs and monitor the effectiveness of their marketing efforts more efficiently. This enhanced visibility allowed them to identify trends, patterns, and opportunities for optimization, enabling iterating and refining strategies iteratively.

Results

Setting up Coupler.io was quick and easy, requiring minimal time and resources. Within 3 weeks, United Way NWI was able to set up all data pipelines, automate reporting processes, and start deriving actionable insights.

• Enhanced Marketing Performance: With access to consolidated and timely data from Google Ads, GSC, and GA4, optimizing marketing campaigns became more effective, resulting in improved ROI and conversion rates.

• Stakeholder Satisfaction: Stakeholders now benefit from streamlined reporting processes and intuitive visualizations, leading to greater confidence in decision-making and alignment across teams.

• Tangible ROI: The time savings achieved through Coupler.io implementation translated into tangible cost savings, saving around $20,000 in 2024 alone in labor costs associated with manually pulling reports and assembling various reports. Through these savings, United Way NWI is looking to gain that same amount in donations back from being able to make quicker decisions and follow trends more accurately.