How Ringside.ai Builds a Data Product Better and Faster Using Dataddo

Main Challenge

Ringside.ai, provider of a marketing data platform that specializes in attribution, knew from the beginning that they wanted to outsource the building and maintenance of data pipelines, so that their developers could focus freely on data modelling and machine learning—the processes that really drive the value of their data product.

Key Outcomes

• Shorter product build time, higher product quality
• 2-3 full-time developer equivalents (FTEs) saved thanks to fully managed pipelines
• Full confidence during sales processes that Dataddo can accommodate new connectivity scenarios for Ringside clients

Solution

• Dataddo is a build partner rather than a vendor. We build new connectors or refine existing connectors to serve any possible integration case.
• Flexible deployability (ELT, reverse ETL). Dataddo helps power Ringside’s data models (via ELT), which, in turn, are sent back into marketing platforms (via reverse ETL) to enhance client advertising.
• Cost-effective integration of data from Microsoft Ads and other sources, thanks to unit-based pricing (as opposed to row-based pricing).
• Multi-account extraction enables Ringside to pull data from multiple social media accounts in a single data pipeline, making it easier to manage client data.

“Dataddo, as a partner, has made the speed at which we’ve been able to build our company so much faster. If we were to consider replacing Dataddo—which is never going to happen—we would already need 2-3 additional developers. And that number will only increase as we bring in new data sources.” - Russell McAthy, CEO & Co-Founder at Ringside Data

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Ringside Data provides a marketing data platform that specializes in analytics and attribution. The platform combines Ringside’s own granular web tracking data with data from online ad platforms, CRMs, and other services to help their clients understand what marketing activity is truly working; then, it applies machine learning to generate conversion predictions and other actionable insights.

This case study shows how Ringside.ai partners with Dataddo to speed the development of their marketing data platform and deliver better value to clients.

The Initial Challenge: Finding the Right Data Pipeline Vendor

For Ringside, saving headcount in the developer space was a priority from day one. They needed to focus on developing the core analytics functionality of their data product, and didn’t want to waste resources building and maintaining data pipelines between online services and their data warehouse, Google BigQuery.

Ringside wanted to pull raw data from online marketing services and transform it all in BigQuery according to custom schema, so they needed to find a data pipeline vendor that could reliably support extract, load, transform (ELT) workloads.

They first tried partnering with another ELT vendor, but ran into a problem when extracting Microsoft Ads data. Microsoft’s API requires users to extract more rows than they need to get the data points they want, and since the vendor charged by rows extracted, costs became hard to scale once Ringside started requiring more data points from Microsoft Ads. 

Ringside decided to switch to Dataddo, initially for its scalable, unit-based pricing.

The Solution: Dataddo Becomes a Build Partner

Dataddo solved Ringside’s Microsoft Ads pricing problem. But, once the two companies started working more closely together, Ringside saw that there was more to Dataddo than just a different pricing model.

Ringside does marketing analytics for clients all over the world, and sometimes needs to connect to niche services that data integration companies don’t typically have pre-built connectors for. Whenever Ringside requests data connections to new services, Dataddo’s responsive Solutions Team reliably delivers the connections within only a few weeks, often using Dataddo’s universal JSON connector.

“It’s the people and the appetite for success that’s been a really big thing for us. In combination with the pricing model, Dataddo’s willingness to accommodate new connection scenarios gives us the scalability we need.” - Russell McAthy, CEO and Co-Founder at Ringside Data.

Ringside is also constantly looking for new ways to use data to deliver value to clients, and one of these ways is to use Dataddo to push data from BigQuery into client marketing platforms (reverse ETL). Among other things, this enables Ringside to enrich the algorithms of Google Ads and improve segmenting in Klaviyo, helping Ringside customers more accurately target prospects.

“We’ve got a brand that has completely changed their budget process because they now have their RFM [recency, frequency, monetary value] model in Klaviyo. And this is very similar to what we’ve been able to do with brands in Google Ads—we push a cleaner, better dataset that enables our customers to go after a more optimized audience.”

Ringside further appreciates Dataddo for its multi-account extraction feature, which enables them to connect multiple client social media accounts to a single data pipeline. This makes it much easier to manage client social media data.

The Outcomes: Faster Company Growth, 2-3 FTEs Saved

Ringside.ai has grown significantly over the last 4-5 years, and Dataddo has been a big part of that growth.

“Dataddo, as a partner, has made the speed at which we’ve been able to build our company so much faster. If we were to consider replacing Dataddo—which is never going to happen—we would already need 2-3 additional developers. And that number will only increase as we bring in new data sources.” - Russell McAthy, CEO & Co-Founder at Ringside Data

Ringside plans to work with Dataddo to build reverse ETL connections to all the other marketing platforms their clients use, to enrich what the platforms know about the consumer base they are talking to.

“Knowing that Dataddo can build any new connections we need gives us a lot of confidence when talking to our clients and prospects.”