Key Results
Founded in 2013, Ukelele grew out of a traditional agency model to become Argentina's first Growth Company specialized in e-commerce for the country's leading retail brands. With over 50 specialists and around 50 active ad accounts, it is among 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 switch happened in April 2023. Beyond shortening response times, it standardized the data structure across the agency, cut recurring budget errors, and put Detrics training into every new hire's onboarding.
The challenge: scaling the operation and decentralizing information
Before Detrics, Ukelele used Funnel.io. As the agency grew, though, the tool’s technical complexity created bottlenecks and concentrated the knowledge in hyper-specialized profiles. The team needed more agility and autonomy to run their 50 accounts without depending on intermediaries.
"The main pain point at that moment was that the tool couldn't keep up with the speed of our growth. Data management was very centralized in purely technical profiles because it wasn't an agile platform. We needed an easy, accessible solution to empower the whole team.
The solution: democratization and standardization
Ukelele put the tool in everyone’s hands. They trained all Paid Media, Marketing Automation, Growth Strategy, and Customer Success profiles on how to use it.
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, and the dashboards, reports, and status updates are running quickly.
Learning Detrics is now part of every new employee’s onboarding, so anyone on the team can pull the data they need without asking someone else.
"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 also 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
They build these in Looker Studio, pulling from GA4, Google Sheets with Detrics queries, or direct connections. Each client has their standardized structure with a 360 view of their store.
Internal reports
These live in Google Sheets, with every brand in one place to keep the number of queries down.
This separation allows the team to have daily operational dashboards while maintaining polished monthly reports for each client.
Results: immeasurable time savings and fewer errors
Magali can’t put a number on the hours saved.
"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.
Monitoring budget, investment, and the main performance variables got easier, which means fewer expensive mistakes 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.”
They switched close to a Cyber sale, which carried real risk. The team kept control of investments and daily results throughout.
"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
Magali judges software on three things: the result matches the need, it works on its own without add-ons, and someone on the other side answers.
"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.
