With advertising budget spread across the world, the team previously spent up to six hours a week manually calculating where to shift its resources as campaigns progressed and evolved. Bridget Schowalter, social and content marketing associate, runs budget allocation for the team. Before using the PBA tool, she would export all campaign reporting into pivot tables in Excel in order to evaluate performance on the ad set level. Sorting the data based on the team’s KPIs from highest- to lowest-performing tactics, she would go through line item by line item, manually adjusting budgets accordingly. On top of this time-consuming process, budgets for ad campaigns were increasing but bandwidth was not. Bridget knew that she needed a tool to help her manage the work as it continued to scale.
“We have several different metrics we constantly optimize towards to make sure we’re allocating budget to the best-performing tactics,” Schowalter says. “Our team manages all of Vimeo’s paid social acquisition efforts, so reallocating budgets across tactics should not take up a significant portion of my day-to-day activities, but without Sprinklr's Predictive Budget Allocation tool, it was.”