Key Results
Ukelele is an Argentine digital marketing agency founded in 2015 that manages advertising campaigns and e-commerce for the country's leading retail brands. With a team of over 50 people and approximately 50 active ad accounts, they're positioned as one of the most important players in the local market.
We spoke with Magali Laudonio, Process & Innovation Manager with 8 years at the company, about how Ukelele went from depending on a single person for data management (using Funnel.io) to democratizing information access for 40 team members with Detrics. The transition, made in April 2023 during a high operational risk moment, not only eliminated the bottleneck but standardized the data structure across the entire agency, reduced recurring budget errors, and turned new employee onboarding into a process that includes Detrics training from day one.
The Challenge: Concentrated Knowledge and Lack of Governance
Before Detrics, Ukelele used Funnel.io to manage their clients’ data. However, the tool’s technical complexity meant that only one person on the entire team had the knowledge to operate it.
The problem became critical when that person left the company. The team was left destabilized, without agile access to the data they needed to operate the day-to-day of their 50 ad accounts.
The team perceived that connecting data sources with Google Sheets was nearly impossible. There was no real governance over data, and every information request depended on third parties.
"The main pain point at that moment was that the person who knew how to do it left the company and we were left a bit destabilized. Only one person was handling the data and it wasn't an easy, accessible tool for everyone.
The Solution: Democratization and Standardization
Detrics transformed the way Ukelele operates. The team trained all Paid Media, Marketing Automation, Growth Strategy, and Customer Success profiles on how to use the tool.
They created a standardized data structure that’s replicated for each new client. When a new brand comes in, there’s already a ready template that feeds from Detrics queries, allowing dashboards, reports, and status updates to be up and running quickly.
Learning Detrics is now part of every new employee’s onboarding. This ensures that anyone on the team can access the data they need without depending on others.
"When we started using Detrics, we didn't just train the whole team on how to run a query and what to use it for—we built a data structure that's the same for all brands and all services. When a new client comes in, there's already a data structure that feeds from the queries we run with Detrics.
Internal and External Reports with a Single Source of Truth
Ukelele clearly differentiates their reports based on audience:
Client Reports
Built in Looker Studio, using GA4, Google Sheets with Detrics queries, or direct connections as sources. Each client has their standardized structure with a 360 view of their store.
Internal Reports
Built in Google Sheets, consolidating information from all brands in one place to reduce the number of queries needed.
This separation allows the team to have daily operational dashboards while maintaining polished monthly reports for each client.
Results: Immeasurable Time Savings and Error Reduction
The impact of Detrics on Ukelele is hard to quantify because it completely transformed their operation.
"I think it's immeasurable. We'd definitely need to have another tool because it's impossible to think we could go into each platform, copy and paste the data, set the date filter, go to the specific metric and copy and paste the result of each metric. We use tons of metrics every day for different reports. Today with the service we provide and the structure we have, not using a tool like Detrics would be unthinkable.
Implementing Detrics improved the ease and effectiveness of monitoring budget, investment, and the most important performance variables. This translates to better results and less potential economic loss for the agency.
Why They Chose Detrics
They tried the tool for free and the ease of accessing data compared to Funnel.io made the decision “almost inevitable.”
The switch was made close to an important event (a Cyber sale), which represented a risk. But the transition was successful and the team was able to maintain control of investments and daily results without any issues.
"After testing it and seeing how easy it was to get to the data compared to what we were using before, it was almost an inevitable decision.
The Value of Support and Product Evolution
For Magali, trust in software is built on three pillars: that the result aligns with the need, that it works on its own without add-ons, and that there’s a responsive team behind the product.
"Having that closeness with the tool, that it's not an off-the-shelf software, that there's the possibility of having a contact to resolve questions and also the possibility of giving feedback and then seeing that feedback applied in a new development. Having that possibility is incredibly valuable to me.
Recently there have been tons of usability improvements. It doesn't just make it easy to use, but also friendly and even intuitive. You almost don't need much training, just curiosity and clicking around.
