Segari boost marketing efficiency by 50% with Airbridge's Overview Dashboard

Introduction

Segari is Indonesia’s leading e-grocery platform, connecting customers with high-quality, farm-fresh products from local farmers and trusted suppliers. Launched in 2020, Segari has experienced steady growth, boasting a 4.7 rating on the Google Play Store and a 4.9 rating on the Apple Store. The app consistently maintains consistent monthly active users (MAUs), securing its position as a top 15 Food and Drink app in Indonesia on the Apple App Store.

Overview

Segari faced challenges managing campaigns across multiple ad channels. The team needed to efficiently measure week-on-week performance at the channel, campaign, and creative levels, allocate budgets effectively, and quickly adjust ad creatives for better conversions. Their data collection and analysis methods made obtaining comprehensive insights in real-time complex. This led Segari to seek an MMP solution with a unified dashboard that could provide a clear overview of all advertising efforts, present key metrics at a glance, and offer actionable insights.

• Reduced data compilation and analysis time by 50% with Airbridge’s overview dashboard.
• Customized calculated metrics tailored to Segari's unique marketing needs.
• Visualized performance data for smarter optimization decisions.

Challenges

• Scattered performance data across multiple ad channels.
• Delayed optimization and budget decisions.
• Time-consuming data collection and manual report creation.

Solutions

Segari leveraged Airbridge's Overview dashboard to monitor key metrics and streamline marketing operations.

1. Instant insights with customized dashboard widgets

With Airbridge's Overview Dashboard, Segari gained quick insights into campaign performance. The team monitored weekly changes in key metrics, including conversion data, cost metrics, and calculated metrics.

By spotlighting key metrics with the customizable top widget, the team could intuitively understand week-on-week changes immediately upon opening the dashboard. This visibility into weekly fluctuations improved Segari's approach, enabling prompt responses to market trend shifts and facilitating strategic adjustments.

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2. Easier budget allocation with visualized performance data

Segari configured two custom charts in Airbridge's Overview Dashboard to visualize ad performance for better campaign optimization and budget allocation.

For Google Ads, Segari's primary UA channel, the team required campaign-level performance insights. The line graph view enabled them to monitor all active Google Ads campaigns, quickly identify top performers, and refine ad creatives as needed.

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For test channels, Segari needed a broader channel-level view across its marketing mix. They created a stacked bar chart to track performance on platforms like Instagram, TikTok, and Apple Search Ads. The clear and intuitive visualizations helped Segari identify which channels performed best, enabling confident and data-driven budget allocation decisions.

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3. Streamlined operations with custom calculated metrics

Segari defined customized metrics using Airbridge's Calculated Metrics feature to meet their unique marketing needs. The team created key metrics, such as CPM and CPC, to better evaluate campaign performance.

Segari monitored these custom metrics alongside standard metrics like CAC, CPI, and ROAS, which are readily available in the Airbridge platform.

By integrating these metrics into the Overview Dashboard, Segari centralized all essential data within Airbridge, eliminating the need to transfer data to outside worksheets for manual calculations.

"The custom calculated metrics feature has saved our team countless hours. We no longer need to export data and perform calculations manually. Everything we need is right there in the Airbridge dashboard.”- Mohammad Nizar, Marketing Team at Segari

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Results

With Airbridge's Overview Dashboard, Segari created a centralized summary of active campaigns, offering a clear and concise snapshot of performance at a glance. This quick and intuitive dashboard consolidated key metrics into one place, enabling the team to make confident, data-driven decisions while saving significant time previously spent on manual reporting and analysis.

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As Segari continues to grow and expand its reach, the team will continue to work closely with Airbridge to improve performance, optimize ad spending, and deliver more excellent value to its customers.