The problem

Urban Company is the largest services marketplace in India connecting trusted professionals with customers for all their needs – home services, appliance and electronic repairs, beauticians and much more. The growth marketing team extensively leverages paid search and paid social channels to grow their user base.

Urban Company’s paid search and social campaigns are both sophisticated and complex. They have several services, geos, target CPAs and spillover effects – and require very specific criteria to evaluate whether a campaign is doing well or not, and how to scale up/down.

The solution

The Aliveo AI worked with Urban Company’s performance marketing team to understand their detailed strategy for managing paid campaigns. Then, they devised an automated way to extract all the relevant information (e.g., campaign tags, changes made, settings) about a campaign in order to facilitate the necessary decision making.

The final piece of the solution was using Aliveo AI’s custom workflow builder to automate the campaign management work. The campaign management strategies, inclusive of all the nuanced details, were expressed in natural language. Aliveo AI’s system converted these into programmatic workflows in an iterative manner to build the team’s confidence.

The impact

The Urban Company team can now run their campaign monitoring criteria daily (instead of twice a week earlier) and in a fully automated manner. This is saving them ~10 hrs/week on both monitoring and associated reporting work, while opportunities are also being identified earlier and more reliably – leading to better ROI and improved productivity.

And the most critical piece is that the automation is preserving all the nuances of their carefully devised campaign management strategy, which ensures that the team preserves and further enhances their hard-earned edge