“Toffu changed the way we think and work, and the results we deliver.” — Gilad Kummer, Head of Growth, yad2
In numbers
- 10-15% lower CPL on the campaigns the agent network runs
- 25% better budget efficiency
- Automatic reporting that updates every day
- Fewer manual hand-offs, more time for strategy and creative work
Background
yad2 is a leading Israeli marketplace for real estate, cars and jobs. Its digital team supports all of the company's marketing activity.
The challenge
The team runs a wide operation, with many channels and interfaces. It has to work in an orderly, transparent way with every stakeholder in the company.
The solution: one hub for all digital work
yad2 has worked with Toffu for several months. Toffu became the one place that organizes the company's digital activity, for reporting and for campaign management.
- Clear, automatic reporting. Every account manager sees the results of their activity in ongoing reporting, with no reminders and no requests.
- Campaigns run by a network of agents, under supervision. The agents work according to yad2's own working method. The team's professionals supervise and steer them.
- Continuous optimization. Automations work on the activity in the background, around the clock.
- A new way of working. AI lets the team work faster and more efficiently.
The result: on the campaigns the agents run, CPL is 10-15% lower and budget efficiency is 25% better.
“Toffu shifted our campaign managers from execution to oversight and strategy. It takes on the data pulling, report generation and campaign launching, so the team has the time to decide where and how to invest to maximize effectiveness.” — Gilad Kummer
The big shift: the campaign manager role, redefined
When much of the daily work became automatic, Gilad asked himself what a digital manager's job is today. His answer:
“The campaign manager role is turning into knowledge management: understanding in depth how each channel works, analyzing the performance of each traffic source, and overseeing a network of agents.”
The agents do the repetitive tasks fast and consistently. The digital team has time for development, strategic thinking and creative work.
In Gilad's words
“We live in a time that demands we adapt the way we work as fast as the technology changes. The new capabilities give us the chance to work faster and more efficiently, and to meet the business challenges of the company.”