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Knowi implementation in digital marketing space

Transforming Data Management:Ampush's Journey with Knowi

BACKGROUND

Founded in 2011 and acquired by Tinuiti in 2023, Ampush has been one of Facebook’s earliest and most significant marketing partners. Their success stems from a unique blend of proprietary software, analytical rigor, and direct-response design. This approach notably helped scale businesses like Dollar Shave Club from 25,000 to 3 million subscribers and expand Uber’s reach from 10 to 600 cities.

2015 marked a pivotal year for Ampush. They overhauled their business model, introducing a novel compensation structure that shifted from client spending-based earnings to compensation for incremental revenue or customer acquisition. This change necessitated deeper engagement with fewer partners and comprehensive growth marketing responsibilities for Ampush

Consequently, Ampush enhanced their capabilities beyond media buying, integrating their analytical expertise into areas like design, conversion optimization, attribution analysis, and post-purchase behavior analytics. This strategic shift significantly contributed to the growth of direct-to-consumer businesses such as Stitchfix and Hubble Contacts, earning Ampush recognition as a Verified Expert Growth Marketing Partner by TechCrunch.

"Initially, we were drawn to Knowi for its capability to process data from various APIs and Elastic Search, a task seemingly impossible for others.Over time, our utilization of Knowi changed. The integration of Knowi's data services into our data platform marked a significant leap in our data management capabilities. Today, 90% of our transactions leverage Knowi as a data service platform, rather than merely for visualization. This evolution underscores the versatility and robustness of Knowi's offerings."

CHALLENGE

Before Knowi came on board in 2018, Ampush faced two main challenges. Their existing analytics tools were inadequate for the advanced media metrics and analytics required by their evolving business model. Additionally, their complex data infrastructure, mainly reliant on NoSQL databases, needed an efficient method for integration, reporting, and visualization, which their current systems couldn’t provide. Overtime Knowi’s role has expanded from just a visualization tool to a comprehensive data-as-a-service platform, unlocking better ROI gains and time savings for Ampush.

SOLUTION

Because of the ability to connect to NoSQL and the self-service BI, Ampush made the decision to migrate from Tableau to Knowi, marking a significant shift in their data management approach. Additionally, Knowi’s advanced capabilities in data discovery, aggregation, and reporting automation were pivotal. The platform’s user-friendly interface for self-service business intelligence empowered the teams at Ampush to independently access and analyze data, fostering a more proactive and data-driven culture within the organization.
Over time, Ampush began utilizing Knowi’s dataset-as-a-service functionality. This evolution was driven by client preferences for data consumption, and no competitor could provide this needed functionality. The robust dataset-as-a-service functionality provided by Knowi allows for efficient handling and delivery of data in various formats. This feature has streamlined many processes, whether exporting data to CSV for easy analysis or integrating it seamlessly into platforms like Slack and Google Sheets. Knowi has proven to be a versatile and indispensable tool in Ampush’s data management arsenal.
"Knowi’s out of the box ability to work with our data, lower cost of implementation and ownership compared to traditional vendors is exceptional. And this has all impacted our ROI positively. We saw a return on investment much more quickly as compared to the previous traditional vendors we had. One of the main reasons being that we don't need to prepare data as much as we would have had to prepare with them."
Maksim Pavlishin
Head of Engineering, Ampush
One of the most impressive aspects of Knowi is its automation and simplification of the report-making process. This transformation turned laborious, manual task of report making into a swift and automatic function, saving countless hours and significantly boosting productivity. Also, now instead of pulling data from a particular data source every time, Knowi allowed data to be pushed to the user hourly, daily, or weekly. This allowed Ampush to push campaign performance into the hands of the media analysts and media buyers, versus having them go to the platform and analyze and try to get data from there and lose significant time in making campaign decisions.Knowi’s user-friendly interface and functionality have empowered subject matter experts at Ampush, including those not skilled in technical data processes. This democratization of data handling within the organization has allowed team members without a developer background to effectively write queries and manage data, creating a more inclusive environment where diverse team members could contribute to data-driven objectives. Furthermore, the DataSet API has become a standout feature for Ampush. Remarkably efficient, it has enabled the BI team to process and prepare large datasets in a fraction of the time it previously took. This API has been a game-changer in how Ampush handles complex data sets.

"I think the smartest decision that the team has done at Ampush is to build the data architecture around Knowi. We could see not just operational benefits, but we could also see our TCO costs go down by 50%."

BENEFITS

Switching to a BI tool that integrates with REST APIs and NoSQL databases eliminated the need for custom ETL solutions and fully leveraged Ampush’s modern analytics technology. Additionally, its ease of use allowed analysts in business teams direct access to data and the ability to create reports.

Adopting Knowi enabled an internal capacity to capture insights and opportunities as they arose. Ampush benefited from real-time data and visualizations used by business team members.

With Knowi, Ampush significantly reduced the need for engineering resources to access and analyze data housed in NoSQL, and they considerably shortened the path from inquiries to results by enabling business users to access data from multiple sources.

Lowering the cost of engineering data solutions and transferring the analysis directly to business teams made an immediate impact. It democratized Ampush’s data and enabled business teams to quickly convert insights into new customers

Tinuiti Ampush Case Study

Ampush is capitalizing on Knowi’s full capabilities and continues to explore new ways to utilize the platform. The tool’s ease of use and responsive support have allowed Ampush to rapidly build a team of 10 Knowi analyst experts, many of whom do not have extensive programming backgrounds.