Case Study: Gusto achieves unified marketing intelligence and saves ~3,000 hours with Datorama

Gusto Connects Marketing and Sales Data, Unlocking Deeper Insights to Drive Marketing Performance and Impact

Gusto, an industry-leading payroll, benefits and HR SaaS serving over 40,000 companies, faced operational inefficiencies from manually compiled spreadsheets and fragmented marketing, advertising and customer data that limited reporting and analytics maturity. After evaluating multiple platforms, Gusto selected Datorama’s marketing intelligence platform — leveraging its API Connector Library, TotalConnect integration and Datorama Mix — to gain end-to-end ownership and harmonize its marketing data.

Datorama implemented an automated, real‑time data integration and modeling solution that created a single source of truth across paid media, organic channels and proprietary S3 data. The platform freed ~3,000 hours per year for strategic analysis, enabled granular full‑funnel ROI and conversion analysis, exposed underperforming campaign segments for budget optimization, and centralized answers to daily performance questions about spend, search position, rankings, landing pages and pipeline impact.

Gusto

Dan Davidow

Head of Paid Media & Analytics