Alvie by Precis: Powering a marketing performance tool with Supermetrics

Alvie, a marketing performance tool, was born from the extensive internal work of Precis, a Swedish marketing agency. A long-time customer of Supermetrics, Precis ventured out to create a marketing tool to help marketers better understand, analyze and optimize their marketing efforts.

Alvie’s core mission is to provide clients with actionable insights with a focus on attribution, budget optimization, bidding, and reporting. By integrating Supermetrics, Alvie has expanded its data connectivity, enabling more effective marketing strategies for its clients.

We spoke to Jonas Bæk, Alvie's Head of Product, to learn how they use Supermetrics to power Alvie.

The challenge: delivering broad data coverage for actionable insights

Precis historically built and maintained its 14 core connectors in-house, covering widely used marketing data sources like Meta and Google. The team wanted to integrate a wider range of connectors into Alvie, and faced a critical "build vs. buy" decision: develop more connectors in-house or partner with an external vendor.

Supporting less common platforms, such as regional ones, would require substantial development and maintenance efforts, which would be difficult to justify for only a handful of clients. However, limiting Alvie to only a certain number of marketing data sources could hinder the acquisition of new clients. Alvie needed a solution to broaden its data coverage without incurring excessive costs.

The solution: Supermetrics API for seamless, scalable data integration

The Alvie team opted for Supermetrics API to programmatically connect to a wide range of marketing data sources. Having already built 14 connectors in-house, the team had a detailed and defined connector logic they wanted to follow.

“With Supermetrics API we can programmatically fetch data into memory, which allows us to integrate it neatly into our existing infrastructure. Importantly, the user experience within Alvie remains consistent, regardless of whether you’re using our in-house connectors or ones powered by Supermetrics.”, Jonas says.

This integration allowed Alvie to extend its data stack and provide clients access to over 100 marketing data sources.

The team had everything up and running with Supermetrics in less than two months. Now, if the team needs to onboard a new marketing platform, integrating a new connector takes 1-2 days.

The decision to buy instead of build allowed Alvie to rapidly expand its supported data sources, enabling the team to focus on delivering actionable insights from day one, rather than dedicating critical resources to building the data infrastructure first.

According to Jonas, "The ROI of implementing a new marketing platform from scratch that only one or two clients will use isn't great. With Supermetrics we were able to bypass that risk and gain access to a large number of long-tail data sources.”

A key feature for the Alvie team was Supermetrics' ability to isolate client data into separate workspaces. This was critical for Alvie, which was designed with complete data isolation for each client from the outset.

The impact: accelerated market entry and expanded client acquisition

Opting for Supermetrics as a data partner has been instrumental in Alvie's growth in many ways:

• Faster time-to-market: Instead of using resources on building connectors in-house, the Alvie team was able to focus on building the tool and launching it faster with the help of Supermetrics.
• Ability to acquire more customers: Alvie now integrates with a wide range of marketing platforms through the Supermetrics API. The solution eliminates the cost and risk barrier of supporting long-tail connectors and allows Alvie to cater to more clients with diverse data needs.
• Significant cost savings: By leveraging Supermetrics for data integration, Alvie saved the cost of building and maintaining the connectors in-house, which adds up to an estimated 5-10 engineers in additional headcount.