Swedish Startup Space

Martin Centerman: ‘Evaluating marketing spend was supposed to get easier in the digital age, right?’

Written by on September 11, 2013

Today I’m talking with Martin Centerman – CEO of Spiderdash, a software product which simplifies campaign evaluation for marketing departments and agencies.

Who is Spiderdash?

I grew up as an expat-kid abroad (Singapore, Germany, USA & Switzerland). I have worked in marketing on both sides of the “fence” (for brands and agencies). My marketing background has been to market technical products or to introduce technology into the marketing mix.

I met my co-founder, Tobias Eklund, at my last full time job. I was the digital manager at Toyota Sweden and left with Tobias who was then Marketing Manager. We founded Spiderdash in 2012 and have bootstrapped the company thus far through consulting gigs. We have clients and revenue but no outside funding. Our technical team is up in northern Sweden in Skellefteå.

Martin – tell us a little bit about Spiderdash and why you’re doing what you’re doing

As you know “Big Data” is the buzz word du jour at the moment. Unfortunately most marketing departments and agencies are far from implementing the promises of “big data”. Most brands and agencies are still struggling with what I call small data.

What do I mean by small data? Well, not just having up-to-date numbers on sales, quotes, shop visits, brand metrics, digital footprints – but actually being able to easily compare these KPI’s to each other and above all: see how marketing campaigns and initiatives impact these KPI’s.

You see, marketing managers are increasingly under pressure to show results from the money they invest in marketing. A survey recently conducted by Sveriges Annonsörer showed that 55% of Swedish marketing managers rank marketing evaluation as the #1 priority in 2013.

Yet, they also complain about the lack of simple tools & processes that allow them to help with campaign evaluation. Why is this? Well, marketing managers have way too many agency relations at the moment. New media types are appearing from everywhere and the number of specialized agencies handling them are increasing. This means that classic static campaign evaluations are also increasing. Files in various formats: word, excel, ppt, pdf, etc. which all have something in common: they are too long, too late, too static and already outdated when they arrive. All too often they land, unopened, in the report-graveyard a.k.a. the company shared-drive.

Add to this that it is hard for marketing departments to even get internal data (like sales) on a regular basis and getting the big picture of how a campaign is performing becomes complex, time consuming and, well, a pain.

But evaluating marketing was supposed to get easier in the digital age, right? Right – if your company purely invests in digital advertising and sells its products/services online.

Get HubSpot or your choice of online marketing suite and you’re golden. This is of course the future for most brands, but it will take time. A long time. The vast majority of brands will continue to spend their advertising dollars online and offline. Spiderdash is here to make it much easier for these brands to evaluate their campaigns and show ROI.

What kind of competition is out there and how do you compare?

There are a few tools already on the market but they are complex, require a lot of input and treat marketing like a science.

Spiderdash vastly simplifies campaign evaluation by recognizing that marketing is not a science, yet adding just the right flavor of math & algorithms. Spiderdash can help brands chose what to measure in their business; our tool then aggregates the chosen online and offline kpis. After adding their campaigns users can, with one click, see how the metrics are affected by their initiatives (using econometrics). No more waiting for weeks for reports.

Brands have a “living” report which can be managed by their agencies – giving them access to up-to-date small data whenever and where-ever they are. Not only that, but marketing managers can put on one hell of a show in management meetings. With automatic campaign evaluation they will never again be accused of not tracking the results of marketing spending.

Thanks Martin!

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