How Automation Transformed Marketing Agency Reporting

Client

Our client is a company providing content management services for LinkedIn profile growth. Serving over 80 clients, they create posts and generate detailed performance reports, focusing on metrics such as views, reactions and audience engagement.

Problem

The primary challenge lay in the manual preparation of reports for each client using Google Sheets. Data from ShieldApp.ai, connected to client LinkedIn accounts, was manually exported and processed for insights on post performance. This manual process consumed significant time and limited the scalability and efficiency of their operations.

Result

We implemented an automated data collection and processing system and a matching mechanism between data from ShieldApp and the client's internal post database to display only Executive Presence content, excluding posts that the agency's clients wrote independently. We designed a centralized and secure dashboard for data visualization, and introduced advanced tracking. This reduced manual labor, increased process efficiency, and laid the groundwork for scaling the client’s operations.

Technologies

Our Tech Stack

What we client had before

Within the first call, the real bottleneck became clear. They needed a solid workflow that wasn’t so dependent on human intervention.

Our goals were

1. Automate data collection and processing
2. Develop a unified, secure dashboard with custom access links unique to each client
3. Enable tracking of report views
4. Introduce thematic classification and expand available metrics for insights.

Results 

Automation and Efficiency

  • Automated the collection and consolidation of performance data from ShieldApp.ai using Selenium, addressing the platform’s lack of an API.
  • Integrated additional data sources, including Google Sheets and Airtable, to gather supplementary metrics like follower count, enhancing the depth of insights.
  • Implemented Airflow for process orchestration and used SQL for data aggregation, ensuring seamless workflows.

Secure and Scalable Dashboard

  • Designed a centralized dashboard using Looker Studio, since it allowed for custom access links integration. This ensures each client can only view their data.

  • Automated monthly generation of unique secure links for client access based on ClientID, providing a seamless user experience while maintaining data privacy. 

Tracking and Insights

  • Connected Google Analytics to monitor client interactions with their reports, enabling insights into report view patterns.
  • Leveraged ChatGPT for thematic classification of posts, extracting deeper contextual insights.
  • Developed algorithms using Fuzzy Matching techniques to ensure accurate cross-referencing of data between systems.

The project is finished and the client has observed considerable operational improvements and cost savings:

  • The automation significantly reduced the manual workload of managers, allowing them to focus on higher-value tasks.
  • The centralized dashboard provided a scalable and transparent reporting solution, making processes faster and more efficient.

Tips

  • Assess Your Workflow. Identify repetitive manual tasks in your reporting process that can be automated. Tools like Airflow and BI platforms can save time and resources.
  • Choose the Right BI Tool. Evaluate tools based on your specific needs.
  • Evaluate tools based on your specific needs. Leverage Automation: Utilize tools like Selenium for web scraping when APIs are unavailable. Combine them with orchestrators like Airflow for seamless workflows.

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Technologies

Our Tech Stack

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