How Our In-House CRM System Makes Analytics 3x Faster

In this article, we'll share how our Improve Team developed a unique CRM system that helps speed up the analytics process by 3x and drives profit growth through deep, user-friendly analytics.

Why Did We Decide to Build Our Own CRM System?

The development of our own CRM system was driven by the following challenges:

• Superficial, insufficient analysis of bundles (creative + app + targeting combinations)
• Lack of communication between all buyers regarding bundles
• Analyzing and searching for bundles was time-consuming and resource-intensive

Our CRM system addresses all three of these problems. No similar CRM existed on the market — especially one with the required features, flexibility, and convenient import of the team's ad statistics — so we decided to build the system in-house.

Challenges on the Road to Building a Unique Solution

Developing this CRM was a major challenge that demanded significant effort, time, and resources. Throughout the process, however, we were motivated by how powerful the system was becoming and the robust functionality it was taking shape around.

The first version of the CRM, while far from perfect, served as a starting point that allowed us to identify weak spots and areas for improvement. A lot of time was spent filling it in, since all statistics had to be entered manually, and analysis took somewhat longer than expected.

Every new feature was thoroughly tested, and we learned from our mistakes, making the CRM increasingly effective. As a result of testing, we refined the automatic import functionality and improved the analytics capabilities.

How Our CRM System Simplifies Buyers' Workflow

A key objective during development was to ensure that our CRM system became a convenient tool for buyers rather than an additional burden. It had to simplify their work, ease their responsibilities, and boost efficiency — not create extra friction.

With that in mind, particular attention was paid to streamlining the data import process. The result is a solution where importing data now takes no more than 10 minutes, saving our buyers significant time.

Functional filters:

In-Depth Analysis for Ad Campaign Optimization

The primary purpose of this CRM is detailed analysis of ad campaign parameters and metrics. The system allows you to break down bundles by any parameter (creative, app vendor, app, gender, age, etc.) and any metric (spend, CPI, CTR, CPM, CPA, etc.).

We developed a convenient solution for grouping and filtering bundles that simplifies statistics analysis and helps identify which campaigns are performing best and deserve to be scaled, and which are underperforming and should be turned off.

This makes it possible to avoid unnecessary spend on tests by directing resources straight to the right app, creative, and audience — ultimately leading to increased profit.

Here's how flexibly and conveniently data can be analyzed. These are bundles for one of the Tier-2 GEOs:

Boosting Efficiency and Team Communication

The system has allowed us not only to optimize the bundle analysis process and reduce the time spent on it, but also to improve the overall performance of our ad campaigns.

Beyond that, we've taken a major step forward in team communication. Now every buyer can easily access the information they need and share knowledge with colleagues, since every buyer has visibility into all bundles within the system — which significantly increases our team's overall efficiency.

Our proprietary CRM system is a prime example of how we leverage unique, non-standard solutions to optimize our business and grow profit.

Profitable launches,

Team Lead Mykhailo Savenko, Improve Team