The AI that Detects When a Campaign Deviates from the Objective

Institución educativa de referencia

Areas

Inteligencia Artificial. Estrategia y diseño de automatizaciones. Product Development

The advertising investment of a leading educational institution was distributed among Google, Meta, LinkedIn, and Display, across different programs and business units. Each campaign was tracked using spreadsheets that we updated manually, connecting data from different platforms.

The process took hours each time. The data was never completely up to date. Making investment decisions required waiting for someone to finish reconciling the numbers. During that time, the campaigns continued running.

The Challenge

The team needed real-time visibility on the budget and performance of each campaign, without relying on manual updates. They needed to know, at any moment, which campaigns were on target and which were deviating, with enough time to act.

The solution had to integrate data sources from different platforms, organize them into a single dashboard, and automatically detect deviations before they became a problem.

The Solution

We built a web application that integrates the APIs of Google, Meta, LinkedIn, and Display using OAuth. All investment and performance data flow into a centralized dashboard that the team can consult at any time, from any browser.

The application includes an MCC-type panel that groups all active programs and units. With a single click, the team synchronizes all the information and exports it to Google Sheets in real-time.

The artificial intelligence layer continuously monitors budget execution and automatically detects when a campaign deviates from the target, whether due to overpacing or underpacing. The team receives the alert before the deviation affects the period's results.

What started as a script in Excel evolved into a proprietary product, with scalable architecture, capable of growing with the account structure.

The Result

The team stopped updating spreadsheets and started making decisions with real-time data.

Visibility on investment shifted from being reactive to proactive. Deviations are detected before they escalate. The time previously spent consolidating data is now dedicated to optimizing campaigns.

Is your marketing team making investment decisions with yesterday's data? Tell us how you work.

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