Learn the business
I reviewed AptDeco’s strategy, funnel data, targets, and Meta approach. Two calls helped me understand how the team made decisions.
APTDECO / CUSTOMER STORY
Less time reporting.
More time deciding
what to test next.
A custom agent team pulls Meta data, checks the numbers, recommends next steps, and drafts creative. AptDeco’s marketers review the work and make the decisions.
20+ hours
Saved per month
6 weeks
Kickoff to training and handoff
Based on about five hours saved each week.
THE STARTING POINT
Reporting was taking time
from the next test.
AptDeco is a marketplace for quality used furniture. Meta is a core growth channel, and its small marketing team spent hours each week pulling campaign data, checking the numbers, and explaining what had changed.
Those same marketers also needed to decide what to test, brief the next round of creative, and develop the wider strategy. Reporting kept competing with the work it was meant to inform.
HOW I BUILT IT
Learn the strategy.
Build the agent team.
Train the people.
Design the workflow
I mapped the reporting, planning, and creative tasks, including the points where the team needed to review and approve the work.
Build and test
I built the agents and connected their work. I tested their analysis and recommendations against real account data, with independent checks on the numbers.
Train and hand off
The team learned to run, question, and extend the system, testing it against weeks they already knew well.
A WEEK WITH THE SYSTEM
The agents prepare the work.
The team makes the calls.
Pull and check the data
The agents pull the previous week’s Meta data, analyze performance, and independently recompute the figures. They explain what changed and recommend what to do next.
Set the direction
The team reviews the report and adds context: what changed in the business, which ideas to pursue, and which recommendations to challenge.
Plan the next tests
The agents combine the report and team feedback into creative briefs and recommended account changes. People approve the plan.
Create and review
The agents prepare creative and copy from the approved briefs. The team reviews the work and approves changes and launches.
Carry the learning forward
The system records what ran, what the team decided, and what happened. That history becomes context for the next week.
FROM THE APTDECO WORKFLOW
Justine’s been in my seat. She got fluent in our strategy fast, built around our whole funnel instead of one tactical slice.Robyn Risso
VP Marketing, AptDeco
20+ hours a month
for the next decision.
AptDeco’s marketing team saves about five hours a week on the work behind its reporting and creative process. That gives them more time to decide what to change, get tests live, and work on the wider strategy.
The team can run the system themselves. Their feedback, decisions, and results become context for the next cycle.
Based on about five hours saved each week.