Improving Metrics

What Improving Metrics does

Improving Metrics is a Spanish digital analytics and data strategy consultancy headquartered in A Coruña, founded in 2011 by Jesús Echarri Maceiras, who continues to lead the firm as CEO. The company positions itself as a B2B professional services partner for enterprise and mid-market organizations, offering data-driven marketing strategy, advanced digital analytics implementation, process automation, and AI-enabled analytics — most notably anomaly detection, as illustrated in a documented 'Grupo editorial' case study. Core technical competencies are anchored in certified partner status with Google (Google Marketing Platform, Google Analytics 4, Google Optimize, Google Analytics Funnel), Adobe (Corporate certified, Solution Partner Bronze), ABTasty, and Optimizely, spanning measurement, experimentation, and personalization platforms.

The client base of more than 50 named enterprise logos is anchored in Spain with select international accounts. Banking clients include Santander, CaixaBank, Abanca, Mapfre, and Reale; fashion/retail includes an extensive Inditex brand portfolio (Zara, Massimo Dutti, Pull&Bear, Bershka, Stradivarius, Oysho, Lefties, Zara Home, Women'secret) plus Cortefiel, Springfield, Tous, Pepe Jeans, Parfois, Faconnable, and Hackett London. Other verticals span sports (Fútbol Club Barcelona, Sportium), automotive (Astara, Clicars), healthcare/pharma (Janssen, Servizo Galego de Saúde), beverage (Estrella Galicia), telecom (Etisalat), gaming (Luckia), education (EAE Business School, Planeta de Agostini), and government (Xunta de Galicia). The firm publicly claims three outcome metrics: 14% average growth in client companies, 62% time released in automated processes, and 21% improvement in customer experience satisfaction.

The business model is pure professional services revenue — no modular software product is offered. Go-to-market runs through enterprise field sales, supported by a solutions website, case studies, event presence, an 'Inside Improving' employer brand, and a downloadable business dossier PDF. Pricing is not publicly disclosed and requires direct engagement. Headcount sits in the 11–50 band with a single non-equity participation in the European Data Incubator (2019) and no disclosed funding, M&A, or institutional ownership.

Name

Improving Metrics

Website

https://improvingmetrics.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Improving Metrics is a Spain-based digital analytics and data strategy consultancy, founded 2011 in A Coruña, that delivers data-driven marketing, advanced analytics implementation, and AI-enabled services to enterprise clients across banking, fashion, sports, healthcare, and other sectors.

Ownership category

akta.pro rank

Product category

Digital Analytics Consulting

NAICS

Custom Computer Programming Services (541511), Advertising Agencies (541810), Administrative Management and General Management Consulting Services (541611)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371), Services-Management Services (8741)

akta.pro primary industry

Marketing Analytics & Measurement Strategy (Attribution, MMM, KPIs) (MPAAAFAH)

akta.pro secondary industry

Semantic Layer, Metrics Store & Headless BI (HDAEAMAE)

Keywords

• Digital analytics consulting
• Data-driven marketing services
• Marketing analytics strategy
• AI analytics solutions
• Data strategy consulting

Headquarters

HQ city

A Coruña

HQ country

Spain

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Professional Services - Digital Analytics Consulting: B2B consulting engagements providing digital analytics strategy, implementation, and optimization services to enterprise clients across banking, retail, sports, and healthcare sectors.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Improving Metrics provides B2B digital analytics and data strategy consulting, combining advanced digital analytics, data-driven marketing, and artificial intelligence capabilities to help enterprise clients measure and optimise customer experience and marketing performance. Services include analytics implementation on platforms such as GA4 and Adobe Analytics, AI-driven anomaly detection, A/B testing and experimentation through ABTasty and Optimizely, and process automation that delivers measurable business outcomes.

Product overview

Improving operates as a unified digital analytics and data strategy consultancy, combining advanced analytics services, data-driven marketing, and artificial intelligence capabilities. The company does not appear to offer a modular software product portfolio; rather, it provides professional services and solutions organized around analytics, marketing intelligence, and AI. The brand positioning emphasizes 'Think. Measure. Perform.' methodology across its client engagements.

Differentiator

Problem solved

Functional benefit

Products and services

• Improving — Digital Analytics and Data Strategy Consulting Core professional services offering covering digital analytics strategy, implementation, and optimisation for enterprise clients. Engagements span measurement framework design, deployment of platforms such as Google Analytics 4 and Adobe Analytics, and ongoing analytical support aimed at generating measurable business growth.
• Data-Driven Marketing Services

Quantifiable outcome

• 14% average growth in client companies
• +2 more outcomes

Named customers54 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• GooglecoreTechnology or IntegrationCertified partner with Google Marketing Platform and Google Analytics 4 expertise. Holds Google Solution Partner designation demonstrating certified competencies in Google analytics and marketing technology implementation.
• AdobecoreTechnology or IntegrationAdobe Corporate certified partner and Adobe Solution Partner Bronze level. Demonstrates certified expertise in Adobe Analytics and related Adobe marketing technology implementations.
• ABTastycoreTechnology or IntegrationCertified partner for ABTasty experimentation and personalization platform, enabling A/B testing and conversion rate optimization services for clients.
• OptimizelycoreTechnology or IntegrationCertified Optimizely partner for digital experience optimization and experimentation platform implementation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Making Science: Spain-based digital marketing and ad tech consultancy (BME Growth listed) offering data, analytics, and MarTech services to enterprise clients across similar sectors (fashion, retail, banking). Directly comparable in size, geography, and service mix to Improving Metrics.
• El Arte de Medir: Spanish digital analytics consultancy specialized in Google Analytics, Adobe Analytics and Tag Manager implementations for mid-market and enterprise clients. Closely aligned specialty and target customer with Improving Metrics.
• Relevant by Tremus: Spanish data-driven marketing consultancy offering analytics, CRM, and digital transformation services to enterprise clients. Similar size, geography, and enterprise-first positioning as Improving Metrics.

Broad incumbents

• Accenture Song (Spain): Global consulting firm's creative and digital experience arm; competes for the same enterprise analytics and martech RFPs as Improving Metrics but as part of a much wider portfolio.
• Deloitte Digital (Spain): Big Four consultancy's digital arm offering analytics, marketing technology, and customer experience services to enterprise clients overlapping with Improving's target list.
• GroupM Spain: WPP-owned media investment group operating in Spain; offers analytics and data-driven media services to the same enterprise advertisers Improving serves.
• Publicis Groupe Spain: Global communications group with strong Spanish operations (Publicis España, Digitas) competing for enterprise analytics and digital transformation engagements.
• Dentsu Spain: Global advertising and marketing services group with Spanish operations (Dentsu Creative, Merkle) offering analytics, CX, and martech services to enterprise clients.
• Havas Media Spain: Global media and communications network with Spanish operations providing data, analytics, and media services to enterprise clients in similar verticals.

Emerging players

• CXL: Conversion optimization and digital analytics consultancy/training firm; smaller and more niche than Improving but competes for analytics optimization engagements at mid-market clients.

Market position

Strengths5 records

Weaknesses3 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/improvngmetrics

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Improving Metrics