Improvado

Improvado is a marketing data platform covering extraction from marketing sources into a warehouse, data transformation producing analysis-ready datasets, marketing data governance alerting on data, campaign and operations issues, reporting and insights, and an AI agent addressing marketing analytics questions through prompts, with pre-built sources and warehouse destinations published.

Marketing data governance as a distinct capability is the most interesting inclusion, because it addresses the failure that undermines marketing analytics more often than any technical problem.

Marketing data breaks constantly and quietly. A campaign is renamed and stops matching a reporting rule. A tracking parameter is dropped from a link. An advertising account is restructured. None of these produce an error, and the pipeline continues running successfully while the numbers become progressively wrong.

The consequence is worse than an outage. A broken dashboard gets noticed and fixed. A dashboard that is subtly wrong gets used for months, and decisions are made on it. By the time anyone notices that one channel's spend has been under-reported since April, the budget has already been reallocated on the strength of it.

Alerting on campaign and operational issues rather than only on pipeline failures is the correct scope for this problem, because the pipeline is generally fine. It is the marketing configuration upstream that changed.

The AI agent addressing analytics questions through prompts is the newer capability, and its value depends on the governed dataset beneath it. An agent querying a poorly governed marketing dataset will answer confidently and wrongly, which is precisely why governance and agent capability belong in the same product.

Pre-built sources across advertising platforms address the practical reality that marketing data lives in a dozen systems with unstable APIs, and maintaining those connections in-house consumes engineering time permanently rather than once.

Pricing is published starting free, with an MCP-only option and a published $100 tier covering AI agent and MCP actions, scaling into full plan sizes.