Improvado provides AI-powered marketing analytics tools to drive higher returns on advertising spend (ROAS). Verified customers rate Improvado as a high performer. Overall, it has 4.5 stars on G2. Credit for the rating goes to the ease of use, many data source connectors, and codeless data integrations. However, we need to scrutinize the tool further. Our analysis will show whether you should go for Improvado because it is rated highly.
Let’s review the platform’s key functional areas to demonstrate how well it handles the difference between discrete and continuous data during data transfer.
Improvado Functionality
Improvado serves four critical functions:
- Data extraction and loading involve connecting your continuous vs discrete data sources to your databases and business intelligence tools.
- Data transformation means using pre-built and custom data models to harmonize your discrete vs continuous data.
- Marketing data governance means you can add rules for your data collection forms to monitor campaign quality.
- Reporting means you get actionable AI-powered insights from your data, including search engine ranking reports.
The functions are not provided as separate services but as a single unified product.
Improvado Data Transfer
Data transfer is a core function. You can learn the process by taking the product tour on Improvado’s website. Considering there are 22 steps in the product tour, the data transfer process may seem laboriously complex. However, we simplified the steps as follows:
- When logged into your workspace, search and select your data sources, connect to them, and give Improvado access permission.
- The next action is to extract data from your connected accounts by selecting templates suitable for your data sources, adding the schedule for data integration, and choosing your metrics and dimensions while appreciating the difference between discrete and continuous data.
- The last stage is sending your data to your storage.
Improvado Reporting
Reporting is another important feature. Two essential components pertain to reporting.
The first is the Improvado AI assistant, which answers questions about your data.
The second is the dashboard. When you click on it, it redirects you to Looker Studio for reporting dashboards.
The two features show that you could obtain some insights from AI or prepare your reports in Looker Studio. However, Improvado lacks a built-in reporting feature, and that is the major setback of this marketing analytics tool.
Improvado Customer Support
Customer support is highly rated, but it also depends on your subscription plan.
For all plans, customer support includes a customer success manager, access to the customer help center and documentation, and access to the customer service desk. The standard customer support is 10/5, meaning you can contact customer support during working hours from Monday to Friday. However, you can also ask for premium customer support as an add-on to the lower-priced subscription and as part of other plans. You can pay for 24/7 support and get a dedicated customer support engineer if you need it.
Improvado Price Breakdown
Improvado does not publish prices. All we know is that three subscription plans are based on your data volumes. The Growth Plan allows organizations to process up to 200 million unique data rows annually. Organizations with up to 600 million data rows fall under the Advanced plan. Industry leaders with up to 1 billion data rows fall under the Enterprise plan. Thus, it is clear that the target is the big businesses with millions of dollars in annual marketing budgets.
Improvado Free Trial
You won’t get a free trial on Improvado. Instead, it asks you to take a product tour. After that, you can book a demo for your subscription plan. There is no free forever plan. Considering the important role played by the free trial period in assessing SaaS products, the lack thereof is a great undoing, and the marketing teams at the company could miss the opportunity to generate leads.
Improvado Price Packages
We have already stated that Improvado pricing is not publicly available. You should also know that Improvado does not provide a way to estimate the cost of your data integrations. Instead, it provides a data collection form where you have to indicate the name of your company and your monthly ad spend in USD. Also, you get three possible pricing levels depending on your data volume. Use the indicative price packages to assess the category you belong to and use that to book a demo.
Here are the packages:
The Growth Plan: You will be covered by this plan if you process up to 200 million data rows annually. A unique feature of the Growth Plan is that your initial sync can only extract up to 2 years of historical data.
The Advanced Plan: If you process 200 to 600 million unique data rows per year, you fall under this plan. The plan also offers maximum access to historical data at initial sync. Note that the maximum number is also not indicated clearly in the data collection methods.
The Enterprise Plan: This plan is for large, complex businesses, often industry leaders, with 600 million to 1 billion unique data rows per year. Again, historical data at initial sync is allowed to max, which is undefined.
Improvado Customer Reviews
Two factors stand out from Improvado reviews. The first is the essential role of customer support. You will need it if you opt for Improvado.
The second is the complexity of using the platform. While no coding is needed, a steep learning curve is unavoidable. That shows just how complex the platform can be. Concerning that, one customer felt that documentation could be better.
In another review, a marketing data analyst wished that they had retained customer support for longer. Users’ references to technical documentation and the need for extended customer service are evidence that Improvado requires some technical competence and a steep learning curve. This shouldn’t be a deal-breaker if you are an organization that assembles a great technical team to handle data integration duties.
Improvado Pros and Cons
| Pros | Cons |
| Improvado offers a large number of data source connectors and destinations. | It lacks price transparency since the prices are not published, and there is no free trial. To get price information, you must contact sales. |
| The platform has excellent and responsive customer support. | The platform has a steep learning curve, and some training and technical skills may be required, even though no coding is needed. |
| You get analytics assistance from AI. | The platform lacks a built-in reporting tool and relies on Looker Studio to build reporting dashboards. |
| The tool is built to handle large datasets with up to 1 billion unique data rows per year. | It may be unsuitable for small business entities as the company mainly targets large industry leaders with millions of dollars in annual marketing budgets. |
Verdict
Improvado is a capable marketing analytics tool. Its many data source connectors, which integrate automatically with destinations without coding, are a major factor in why businesses would choose it. However, it is critical to note that Improvado is best used by organizations with large datasets and huge marketing budgets. If you’re a small organization, the tool may not be good for your data integration needs, and you may not get value for money.
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