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Tracer Labs Snapshot
Tracer was born out of a desire to give back time, by automating how data is processed. In doing so, we allow users to get closer to their end goal, faster. While marketing data provides a unique opportunity in the gap between the number of dollars spent, and the quality of the software tracking those dollars, the steps are universal. Tracer is an attempt to simplify those steps and make them accessible to everyone.
Our Story
Tracer was initially created as an in-house product for Vayner, in order to scale the newly formed media team. The goal was to build a framework that would allow the team to rapidly grow while ensuring that the known difficulties in doing so were addressed systematically.
Specifically, we automated insights on agency growth and performance benchmarks, we generated cross-platform reporting that normalized KPIs, currencies and client context, and we ensured proper pacing and preventative measure for make-goods were in place. Generally, we wanted to make sure that the proper lines were drawn between the tasks best suited for software, and the tasks best suited for talent.
We went from a handful of employees to hundreds, and from revenue in the millions to hundreds of millions extremely quickly. So in the summer of 2018, we spun off, with many of Vayner’s existing clients asking for the same level of service, transparency, and insights they were getting from Vayner across all of their partners. Today, we service brands, agencies, and publishers, all of whom are looking for a way to organize and own their data as it scales. Tracer makes that possible in a way no other company can.
Our Story
Tracer was initially created as an in-house product for Vayner, in order to scale the newly formed media team. The goal was to build a framework that would allow the team to rapidly grow while ensuring that the known difficulties in doing so were addressed systematically.
Specifically, we automated insights on agency growth and performance benchmarks, we generated cross-platform reporting that normalized KPIs, currencies and client context, and we ensured proper pacing and preventative measure for make-goods were in place. Generally, we wanted to make sure that the proper lines were drawn between the tasks best suited for software, and the tasks best suited for talent.
We went from a handful of employees to hundreds, and from revenue in the millions to hundreds of millions extremely quickly. So in the summer of 2018, we spun off, with many of Vayner’s existing clients asking for the same level of service, transparency, and insights they were getting from Vayner across all of their partners. Today, we service brands, agencies, and publishers, all of whom are looking for a way to organize and own their data as it scales. Tracer makes that possible in a way no other company can.
