Globant GUT is the marketing division of Globant, one of the fastest-growing technology companies globally, with over 30,000 employees across countries like the US, Mexico, Colombia, Spain, and France.

As a part of Globant, Globant GUT focuses on blending technology and creativity to deliver comprehensive solutions to clients. Their services include SEO, data analysis, UX design, research, creativity, and content creation—essentially, everything a client needs to address specific marketing or business challenges. This means they work with vast amounts of marketing data.

Daniel González, Head of Data, Analytics & Martech at Globant GUT, is using Dataslayer in their marketing team to automate data delivery and analyze marketing data, aiming to increase productivity and improve the quality of their marketing efforts.

The Challenges of Globant GUT

As a company with a large marketing department, Globant GUT needed an efficient tool to combine metrics and dimensions, which is crucial for gaining different perspectives.

“Our last provider had a period where they raised prices significantly – 25% one year, 40% the next, and 35% the following year. It was unsustainable”, says Daniel.

Using Dataslayer to Meet Marketing Needs

Seeing the need for a scalable and efficient solution, Globant GUT chose to switch to Dataslayer. This transition provided them with a powerful tool that meets all their marketing needs and offers a more flexible pricing model based on usage rather than a per-user fee.

“If one person uses it once or a thousand times, we pay accordingly. This scalability was crucial for us“, explains Daniel.

According to Daniel, the Dataslayer features that are highly beneficial for their marketing team include:

• Query Scheduling. By implementing Dataslayer, Globant GUT marketing team also streamlined their marketing data processes. The team frequently uses the query scheduling feature to ensure timely data refreshes. For basic dashboards, they program queries to update dashboards daily. 

• Data Visualization. The team utilizes Dataslayer to visually represent data insights. 

• Data Exploration. On a daily basis Globant GUT marketing team extensively uses Dataslayer’s data exploration features. They set up Excel sheets integrated with necessary data for specific analyses. 

• Account Hub. Globant GUT marketing team uses Dataslayer’s Account Hub which simplifies collaboration among team members and facilitates data sharing with clients. 

As Daniel noted about the tool’s convenience:

“You can send a link to a client, allowing them to log in with their credentials and share data without needing to manage their credentials. I liked that part“. 

Benefits of Dataslayer for Globant GUT

Daniel highlighted three key benefits his marketing department gained from implementing Dataslayer:

• Time savings: Scheduled data updates and automated reporting allow the team to focus more on strategic thinking rather than manual tasks.

• Increased productivity: Automated marketing data extraction and reporting enable the team to scale their workload with new clients.

• Improved quality of work: With custom metrics and dimensions, marketers gain insights that were previously inaccessible.

Daniel gives an example of how Dataslayer has impacted their team’s work:

“Analysts get a better understanding of their accounts and campaigns through Dataslayer’s detailed metrics and dimensions. For example, now they can discover very specific metrics in Google Ads that they were previously unaware of, as they were only easily accessible through the API. However, with Dataslayer, they are accessible through a simple and usable interface. This deeper insight enhances their work quality and allows for more complex questions and analyses” says Daniel.

The Globant GUT case demonstrates how an efficient marketing data automation tool with a flexible pricing model can support team growth without compromising scalability. 

They are now able to deliver deeper insights to their clients, streamline their workflows, and share data more easily—all without worrying about unsustainable expense increases. This has led to time savings, increased productivity, and improved work quality.

Want to explore how Dataslayer can enhance your company’s marketing efforts? Book a call with us today, and let’s discuss how we can help!