Organic Apps os a performance marketing-driven company offering mobile fitness application for the U.S. market. The company scales its user base by running high-volume, multi-channel ad campaigns.
In the fast-moving world of performance marketing, ad efficiency fluctuates unpredictably due to platform algorithm changes, seasonal trends, audience fatigue and bid competitions. To stay ahead.
Organic Apps needed an efficient real-time insights system, that could help their marketing team to monitor and optimize marketing spend dynamically.
Tasks:
- Aggregate and analyze real-time ad performance across multiple platforms
- Detect anomalies and performance decline before they impact ROI
- Automate campaign scaling and budget allocation for maximum efficiency
The Challenge
Performance marketers operate in an unpredictable landscape where a single inefficient campaign can waste hundreds of thousands of dollars in a day. So they had a huge team of marketing managers, analyzing multiple sources of data, constantly (and manually) monitoring every campaign trying to catch the moment when ads go up or start to waste money. And it was far beyond perfect.
Organic Apps were losing money. A lot. Why?
Campaign Decisions Were Manual & Slow:
Despite having thousands of data points, marketing teams still relied on gut feeling or past reports to decide:
- Should we scale this campaign?
- Should we pause spending?
- Are our creatives still effective?By the time they reacted, thousands of dollars had already been lost.
Siloed Data Made Cross-Platform Optimization Impossible:
Each ad platform (Facebook, TikTok, Snapchat) had different rules, different metrics, and different reporting formats.
- Marketers had to jump between dashboards to piece together insights.
- Cross-platform performance comparisons were time-consuming and inaccurate.
- Budget reallocation decisions took hours, leading to spend waste again.
Wasted Spend Due to Long Decisions:
- Some campaigns performed exceptionally well, but budget adjustments came too late to fully capitalize.
- Others started to decline, but money kept fueling in before inefficiencies were spotted.
- Ad fatigue, audience saturation, and bidding inefficiencies were reacted to instead of predicted, so another source of budged waste.
Organic Apps needed a fully automated, AI-powered marketer that could:
- Monitor continuously campaign health in real time. 24/7
- Predict performance drops before they happen
- Automatically optimize budgets for 'good' and 'bad' ads
"Before, we were constantly firefighting. Now, the Outty Bot alerts us to problems before they cost us thousands of bucks",
Max, Head of Performance Marketing
The Solution: An AI-Marketing Copilot
After analyzing the workflow of Organic Apps marketers, Outter team realized that the problem wasn’t just data availability - it was decision paralysis caused by too much scattered information.
To help Organic Apps maximize ROI of their ad campaigns and reduce wasted on 'bad' campaigns budgets, we integrated three core Outter Engine modules:
Data Ingestions for Unified Cross-Platform Data Hub:
Outter’s a real-time data ingestion pipeline (Apache Kafka, GBQ) pulled marketing performance data from:
- Facebook, TikTok, Snapchat APIs
- Google Analytics & attribution platforms (AppsFlyer, Adjust, Branch)This module centralized all campaign metrics into a single dashboard, allowing for instant insights and cross-platform comparisons.
Predictive Analytics Module: for Real Ad Campaign Intelligence:
We fine-tuned our forecasting models (Time-Series Forecasting - TFT, DeepAR, Anomaly Detection - SVR, Autoencoders) to analyze ad spend, user acquisition costs, and conversion rates tailored to Organic Apps domain, so they can:
- Predict when campaigns would become unprofitable (before human marketers noticed).
- Identify high-performing campaigns early and automatically increase budgets.
- Detect audience fatigue, creative burnout, and ad inefficiencies before they wasted marketing budgets.
"This system doesn’t just track performance - it thinks ahead. It’s like having a data scientist analyzing our campaigns 24/7",
David, Product Growth Manager
Outter Copilot to Support Decisions:
Instead of forcing marketers to analyze every fluctuation, every trend and tons of data, we integrated Outter Copilot Module (langchain + openai api), that advised them in real time on:
- Budget Scaling for best performing campaigns
- Pausing inefficient or declining campaigns
- Send instant alerts (email/slack) for major performance shifts
The Results:
- 50% Reduction in Waste Ad Spend by AI-driven anomaly detection and AI recommendations
- 4x Faster Budget Adjustment with copilot realtime alerts
- 37% Increase in Return on Ad Spend with multichannel ML-forecasting and insights
"We spend 70% of our day looking for inside numerous dashboards and spreadsheets to decide whether to increase of decrease ad spend on our campaigns. Now, with AI tells us when to push harder or slow down. And it's pretty good at it",
Liza, Senior Marketing Manger
