Announcing the Strategic Partnership Between Supermetrics & Calligo

Who is Supermetrics?

Supermetrics is the leading Marketing Intelligence Platform for agencies and brands that allows you to connect, manage, analyze, and activate your data.

Founded in 2010 by Mikael Thuneberg in Helsinki, Finland, Supermetrics started with a simple goal: to make marketing data more accessible and actionable for everyone. Today, the platform empowers over 200K organizations worldwide, including top brands like Nestlé, Warner Bros, and Dyson, by seamlessly connecting, managing, analyzing, and activating their data.

Supermetrics simplifies the complexities of data management by offering prebuilt and custom data pipelines that centralize data from more than 150 marketing and sales platforms. Whether it’s Google Analytics, Facebook Ads, HubSpot, or offline sources, Supermetrics brings all your marketing data together in one place—your preferred reporting, analytics, or storage tools.

With intuitive, no-code data management apps, Supermetrics helps users blend, enrich, and customize data for unique needs. From creating automated reports in Excel and Google Sheets to advanced visualizations in Power BI or Looker Studio, the platform enables teams to transform data into insights that drive impactful business decisions.

Trusted by organizations in 120+ countries, Supermetrics processes over 15% of global marketing data, delivering measurable improvements like increased marketing efficiency, higher conversion rates, and reduced costs. Its pioneering approach has earned recognition, including being named one of G2’s Top 50 Best EMEA Software Companies for 2024.

At its core, Supermetrics is committed to innovation, transparency, and customer success. As the marketing landscape evolves, Supermetrics continues to scale with its clients, ensuring they have the tools and data intelligence needed to grow.

For more information about their journey, products, and vision for the future, visit supermetrics.com

Key Benefits of Supermetrics:

• Get data from anywhere, instantly with integrations for 150+ sources
• Edit, manage, blend, enrich, and store your marketing data all in one place
• Use the reporting tools you love to analyze, visualize and report on your data
• Turn your marketing intelligence into action

Why partner?

We’ve been working with Supermetrics and their customers for the last few years to build reporting and analytics solutions. Our consultancy is a natural partner for Supermetrics and helps to fill the technical gap that many companies have in working with their data. Our solutions have helped customers to understand and measure the value of their marketing programs and ultimately drive better decision-making and transparency.

Partnering with Supermetrics helps us to accomplish our mission to design and build analytics ecosystems that deliver the best outcomes for our customers.

“From the early days of implementation, Supermetrics brought in a partner, Calligo, who are very good. They’re very knowledgeable on the systems and the culture of working with Supermetrics and Calligo is great. Supermetrics’ willingness to listen and collaborate is invaluable. The product is great but the people and partnership is so important.”

Simon Barks
Director of Analytics
McCann Central

The Modern Marketing Data Challenge

Today’s marketing teams face a common problem: fragmented data scattered across multiple platforms. This results in data silos, inconsistent reporting, and difficulties in uncovering meaningful insights. Without a streamlined data pipeline, marketing strategies risk being reactive rather than proactive or even entirely unsuccessful.

Key Outcomes:

A Unified Solution: Supermetrics + Calligo

This partnership bridges the gap between data aggregation and actionable insights.

• Supermetrics handles the heavy lifting of collecting and consolidating data from diverse sources.
• Calligo builds the database structure and analysis tools to derive strategic insights from the aggregated data.

Together, we offer businesses a powerful combination: a seamless data flow that transforms raw data into a roadmap for smarter marketing strategies.

The Data Flow Explained

At a high level, here’s how the integration works:

1. Data Collection: Supermetrics pulls marketing data from platforms like Google Ads, Facebook Ads, Bing, Meta, Google Analytics 4 and many more.
2. Data Centralization: The aggregated data is seamlessly transferred to your analytics ecosystem or one hosted by Calligo.
3. Data Transformation: Calligo’s data engineers process and prepare the data for analysis and interpretation.
4. Actionable Insights: Reports give you immediate insights into how your marketing efforts are performing.
5. Machine Learning: Machine learning models and analytics workflows generate insights that drive strategic decisions.

This streamlined pipeline eliminates bottlenecks and ensures marketing teams have access to up-to-date, reliable insights. New insights generated by Machine Learning are automatically fed back into analytics ecosystem and surfaced in the reports.

Real-World Benefits for Businesses

Businesses leveraging this partnership can expect:

• Multi-channel campaign analysis
• Improved customer segmentation and targeting
• Real-time performance dashboards
• Predictive analytics for marketing ROI optimization

This integration isn’t just about improving workflows—it’s about driving measurable results.

Looking Ahead – Advanced Insights with Machine Learning

The future of marketing analytics lies in machine learning and predictive analytics. With Calligo’s expertise in machine learning workflows and Supermetrics’ data aggregation capabilities, businesses can unlock deeper insights:

• Predict Campaign Performance: Anticipate campaign outcomes before launch.
• Optimize Marketing Spend: Automatically identify high-performing channels.
• Customer Behavior Insights: Gain granular insights into audience preferences and behaviors.