Singh Advisory x SPENGA: Unlocking Marketing Performance

Written By Renee Janis

By building and implementing this custom data solution, we transformed SPENGA’s marketing strategy from fragmented and reactive to structured, data-driven, and optimized for growth.

CHALLENGE

SPENGA, a boutique fitness cain that combines strength, spin and yoga, faced a critical challenge in tracking and optimizing marketing performance across its franchise network.

The brand partnered with multiple marketing agencies, but a lack of transparency in lead attribution and cost tracking made it impossible to assess which agencies were truly driving results. Vendors provided siloed reports on their own platforms, preventing a consolidated view of marketing effectiveness.

Internally, SPENGA’s system aggregated only end-of-funnel lead metrics, with no ability to track which agency, campaign or spend contributed to each conversion. The data gap created inefficiencies in budget allocation, made vendor performance comparisons difficult, and frustrated both franchisees and leadership.

OUR SOLUTION

We built and deployed a custom end-to-end solution that gave SPENGA complete visibility into its marketing funnel:

  • Automated Lead Attribution: We developed a Python-based solution to accurately track, categorize, and assign leads to specific agencies, locations, and campaigns, ensuring transparency in performance measurement.

  • Custom Market Intelligence Dashboard: We designed and implemented a Tableau dashboard that integrated lead and cost data across all agencies, providing a single source of truth for real-time marketing analytics.

  • Interactive & Actionable Insights: The dashboard included advanced filtering options, allowing leadership to analyze marketing performance by agency, location, and campaign, making optimization easier.

  • Cost Efficiency & ROI Tracking: With our solution, SPENGA could accurately measure cost per lead, identify high-performing agencies, and eliminate wasted marketing spend.

Impact & Results

  • Marketing ROI Maximisation: By pinpointing the best-performing agencies and campaigns, SPENGA optimized its marketing budget and significantly improved lead conversion rates.

  • Real-Time Data-Driven Decisions: With a centralized dashboard, leadership gained full transparency into marketing effectiveness, enabling agile decision-making and budget reallocation.

  • Standardized Vendor Evaluation: Our solution enabled accurate, side-by-side performance comparisons, supporting the creation of an “Approved Marketing Partners” list to ensure only the best agencies continued working with SPENGA.

  • Empowered Franchisees: Studion owners and managers now had clear insights into marketing performance, eliminating guesswork, frustration, and inefficiencies at the local level.

Renee Janis