Backona Vs Improvado: Complete Platform Comparison Guide 2025

In today’s data-driven marketing landscape, selecting the right business intelligence platform is crucial for marketing teams aiming to optimize their marketing campaigns and maximize ROI. This comprehensive 2025 comparison between Backona AI and Improvado explores how these two AI-powered marketing analytics platforms stack up in terms of automation, AI intelligence, pricing, scalability, and analytics performance. Whether you’re looking to unify your marketing data sources or leverage advanced AI agents for predictive insights, understanding the strengths and limitations of each platform will help you make an informed decision.

Summary

This guide compares Backona AI and Improvado, two leading AI-driven marketing intelligence platforms designed to automate marketing data workflows and deliver actionable insights. While both platforms address the challenge of fragmented marketing data, they approach it differently. Backona AI emphasizes predictive analytics and cross-department automation, enabling marketing teams to forecast campaign performance and automate business operations. On the other hand, Improvado excels in marketing data aggregation and conversational AI reporting, providing a unified marketing dashboard powered by AI agents. Both platforms are dedicated to helping marketers streamline their workflows and improve campaign outcomes.

Quick Answer:

• Backona AI is ideal for organizations seeking predictive automation, business-wide scalability, and ROI-driven marketing insights.
• Improvado suits enterprise marketing teams focused on AI-powered data unification and conversational analytics across multiple marketing platforms.

Introduction

Modern marketing teams face the ongoing challenge of managing complex datasets from multiple marketing channels and ad platforms. Both Backona AI and Improvado aim to solve this problem by unifying marketing data and enabling data-driven decisions. However, their core approaches differ significantly.

Backona AI provides a comprehensive marketing platform and AI-powered marketing analytics solution that goes beyond simple data aggregation. As an all-in-one marketing platform, it integrates multiple tools and channels for unified data analysis. It offers advanced AI tools such as predictive analytics, anomaly detection, and automated workflows that span marketing, sales, and business operations. This empowers marketing teams to optimize ad spend, improve conversion rates, and align marketing campaigns with broader business goals.

Conversely, Improvado focuses on centralizing raw marketing data from over 500 integrated platforms into a single data warehouse. Its standout feature is the use of AI agents that enable users to query and analyze data in natural language, simplifying the process of generating reports and uncovering marketing insights.

By the end of this comparison, you’ll understand why Backona AI’s predictive automation and cross-functional capabilities position it as the stronger long-term solution for businesses aiming to leverage AI-powered marketing data analytics.

Introduction to Marketing Analytics

In the modern marketing landscape, marketing analytics has become the backbone of successful marketing efforts. By systematically collecting and analyzing data from sources like Google Analytics, social media, and CRM systems, marketing teams can gain actionable insights that drive smarter marketing campaigns. Marketing analytics empowers teams to measure the effectiveness of their strategies, understand customer behavior, and identify opportunities for optimization. With the right analytics tools, marketers can transform raw data into data-driven decisions, ensuring every marketing campaign is aligned with business goals and delivers measurable results. Ultimately, leveraging marketing analytics enables organizations to maximize ROI, refine their marketing strategies, and stay ahead in a competitive market.

What is Backona AI?

Backona AI is an advanced AI-powered marketing and business intelligence platform designed to unify marketing data, sales, finance, and operational data into one scalable ecosystem. It leverages generative AI and advanced AI agents to transform complex marketing data into clear, actionable insights that help marketing teams optimize campaigns and improve marketing ROI. The real power of Backona AI lies in its ability to enable marketers to perform advanced data analysis effortlessly, moving beyond traditional limitations to drive smarter, faster decision-making.

Key Features of Backona AI for Marketing Data Analytics:

• Predictive and prescriptive analytics: Forecast campaign performance and marketing outcomes to make proactive decisions.
• AI-powered anomaly detection: Identify unexpected changes in marketing data and receive automated recommendations to address issues.
• Automated workflows: Streamline data pipelines and reporting across multiple departments, reducing manual reporting efforts.
• Multiple dashboards: Organize and manage different analytics views for various projects or clients, enabling flexible grouping and seamless switching between dashboards.
• Extensive integrations: Connects with over 250 data sources including Google Analytics, Google Ads, Google Search Console, Meta Ads, CRM, and ERP systems.
• Natural language interface: Marketing teams can ask questions in plain English and instantly analyze data without needing complex BI tools or coding.

Ideal Users: Enterprises, startups, marketing teams, and agencies looking for scalable predictive analytics and cross-department automation to drive data-driven marketing decisions.

What is Improvado?


Improvado is an AI-powered marketing and sales intelligence platform specializing in unifying, transforming, and visualizing marketing data from more than 500 integrated sources. Improvado integrates with a wide range of marketing and sales platforms to centralize data, making it easier for teams to access and analyze information from multiple channels. It aims to simplify data aggregation and automate marketing analytics reporting, enabling marketing teams to focus on optimizing marketing campaigns rather than managing data.

Key Features of Improvado:

• AI Agents for conversational analytics: Users can interact with their marketing data through natural language queries, building reports and uncovering insights on demand.
• Extensive integrations: Supports over 500 marketing and sales data connectors, including Google Analytics, Adobe Analytics, Google Ads, and numerous ad platforms.
• Consistent naming conventions: Ensures clarity and efficiency in organizing and tracking data sources and pixels, streamlining data management and automation processes.
• Automated data pipelines: Streamlines the process of moving raw data into data warehouses and marketing dashboards.
• No-code setup: Enables marketing teams to easily unify data without technical expertise.

Ideal Users: Mid-to-large enterprises, marketing agencies, and data analysts focused on marketing performance measurement and data centralization.

Feature Comparison Table

Pricing Comparison (2025)

Pros & Cons

Onboarding & Ease of Use

Backona AI features an AI onboarding assistant that quickly connects your marketing data sources and builds predictive dashboards within hours, enabling marketing teams to start analyzing data and optimizing campaigns almost immediately. Unlike the manual process of building dashboards and performing data analysis in Google Sheets—which requires time-consuming setup and manual data sharing—Backona AI automates these steps for a seamless, user-friendly experience. Its natural language interface allows users to analyze data and build reports with a single prompt in plain English, eliminating the need for manual reporting or complex BI tool training.

Improvado’s onboarding is more bespoke, guided by professional services and support teams. While its AI Agents simplify conversational analytics, large enterprises may require custom configuration and user permissions setup, making deployment slower compared to Backona AI.

Result: Backona AI offers a faster, more self-service onboarding experience, while Improvado provides a tailored but more time-consuming setup.

Integrations and Ecosystem

• Backona AI: Integrates with over 250 platforms spanning CRM, ERP, marketing analytics, ad platforms like Google Analytics, Google Ads, Meta Ads, and finance systems. These integrations make it easy to launch and manage new campaigns across various platforms, streamlining the process from planning to optimization. This breadth supports cross-department data aggregation and automated workflows.
• Improvado: Boasts 500+ integrations focused primarily on marketing and sales platforms, including Google Analytics, Adobe Analytics, and numerous ad accounts across multiple marketing channels.

Key Difference: Improvado excels at aggregating raw marketing data from multiple platforms into a central data warehouse, while Backona AI emphasizes activating insights through AI-powered automation and predictive analytics.

Data Pipeline Management

Effective data pipeline management is essential for any marketing team aiming to harness the full power of marketing analytics. A well-structured data pipeline seamlessly collects, processes, and stores marketing data from a variety of marketing platforms and ad platforms, ensuring that information is accurate, consistent, and readily available for analysis. Platforms like Improvado excel in this area by providing robust data pipeline solutions that aggregate data from multiple sources into a single, unified view. This approach not only streamlines data management but also empowers marketing teams to make data-driven decisions with confidence. By maintaining a reliable data pipeline, organizations can eliminate data silos, improve the quality of their marketing analytics, and unlock deeper insights to optimize their marketing strategies.

Reporting & Insights

Backona AI delivers AI-curated marketing dashboards that provide instant insights into campaign performance, marketing ROI, and conversion rates. Its automated reporting features streamline the creation and distribution of insightful, personalized reports, eliminating manual effort and ensuring teams always have up-to-date analytics at their fingertips. Its advanced AI agents detect trends, uncover hidden correlations, and generate automated recommendations for optimizing campaigns and marketing efforts. Marketing teams can access real-time predictive reports and anomaly alerts that help them make data-driven decisions quickly.

Improvado offers dynamic, real-time conversational reporting powered by AI Agents. Users can request custom reports and summaries in natural language, simplifying the process of analyzing complex data across multiple ad platforms. However, its predictive capabilities are limited to data analysis rather than forecasting.

Backona Advantage: Combines predictive foresight with actionable automation, enabling marketing teams to not only understand what is working but also what to do next.

Compliance & Security

Both platforms prioritize enterprise-grade compliance and security:

• Backona AI: Complies with GDPR and ISO 27001 standards, employs AES-256 encryption, and offers adaptive compliance features to meet evolving regulations.
• Improvado: Adheres to SOC2 and GDPR requirements, providing robust security architecture suitable for enterprise use.

Scalability & Performance

Backona AI is designed to scale horizontally across departments and use cases, supporting marketing, sales, finance, and operations with elastic architecture that grows alongside your business intelligence needs.

Improvado focuses on vertical scalability, handling large volumes of data ingestion and reporting across extensive marketing ecosystems. The platform can process both real-time and historical data analysis, enabling enterprises to support robust marketing strategies with comprehensive insights across numerous ad accounts and marketing channels.

Result: Backona AI scales business intelligence and marketing insights across functions, while Improvado scales data infrastructure and aggregation capabilities.

AI Agent Technology

AI agent technology is revolutionizing the way marketing teams approach marketing analytics. These advanced artificial intelligence tools are designed to automate complex data analysis, identify emerging trends, and deliver actionable insights in real time. AI agents can sift through vast amounts of marketing data, uncover hidden patterns, and provide recommendations that help marketers optimize their campaigns and strategies. Improvado’s AI agent technology exemplifies this innovation, enabling marketing teams to leverage artificial intelligence for smarter, faster decision-making. By automating routine analytics tasks, AI agents free up valuable time for marketers to focus on strategic initiatives, ultimately driving more effective marketing outcomes and maximizing the impact of every marketing effort.

Use Cases

Backona AI:

1. Predictive performance forecasting across marketing campaigns and sales pipelines.
2. Automated workflows for budget optimization and marketing operations.
3. Cross-department analytics and ROI modeling to align marketing goals with business outcomes.

Improvado:

1. Centralized marketing data warehouse for agencies managing multiple clients.
2. Conversational analytics for real-time campaign performance insights.
3. Data transformation and visualization pipelines integrating multiple ad platforms.

Daily Workflows with Improvado

Improvado transforms daily workflows for marketing teams by centralizing marketing data and automating key analytics processes. With its advanced AI agents, the platform enables marketers to analyze data from multiple sources in one place, eliminating the need for time-consuming manual reporting. Marketing teams can quickly generate reports, uncover actionable insights, and receive data-driven recommendations to enhance campaign performance. By streamlining data collection and analysis, Improvado empowers marketing teams to focus on strategic decision-making and optimizing marketing efforts. The result is a more efficient workflow, reduced operational overhead, and the ability to make informed, data-driven decisions that drive business growth.

Case Study Comparison

• Backona AI: A retail enterprise leveraged Backona’s predictive automation to increase marketing ROI by 46% while reducing manual analytics efforts by 80%. The platform’s AI-powered insights helped optimize ad spend and identify top-performing campaigns across marketing channels.
• Improvado: A marketing agency automated 95% of its reporting tasks with Improvado, improving data access speed by 3x and enabling faster decision-making for client marketing campaigns. The platform also allowed the agency to analyze and optimize ad campaigns more effectively, leading to better performance tracking and actionable insights.

Customer Support and Services

Improvado is committed to supporting marketing teams at every stage of their marketing analytics journey. The platform offers comprehensive onboarding and training to ensure teams can quickly leverage its full capabilities. Ongoing support and maintenance are available to address any technical challenges, while professional services assist with custom implementations and integrations tailored to unique business needs. In addition, Improvado provides a wealth of resources, including detailed documentation and step-by-step tutorials, to help marketers maximize the value of the platform. With this robust support infrastructure, marketing teams can confidently adopt data-driven marketing strategies, streamline their analytics processes, and achieve their business objectives.

Future of Marketing Intelligence Platforms

The future of marketing analytics lies in AI autonomy—systems that not only analyze data but also learn, predict, and act on insights. While Improvado offers conversational AI for intuitive data interaction, Backona AI extends this capability by integrating predictive automation and actionable insights that drive marketing growth and business operations. Unlike traditional platforms such as Power BI, which set the standard for customizable, enterprise-grade reporting and data visualization, newer solutions like Backona AI are shifting the landscape toward more autonomous, AI-driven analytics that require less manual setup and deliver faster, actionable results.

Conclusion — Which Is Better?

Improvado is a strong choice for enterprises focused primarily on marketing data centralization and conversational reporting. Its extensive integrations and AI Agents provide powerful tools for agencies and marketing teams managing complex data pipelines.

However, Backona AI stands out as the smarter, more scalable choice for 2025 and beyond. Its predictive analytics, cross-department automation, and AI-powered actionable insights enable marketing teams to optimize campaigns proactively and make data-driven decisions that impact overall business growth.

Verdict: For marketing teams seeking a platform that combines AI-powered predictive intelligence with automation to enhance marketing ROI and streamline daily workflows, Backona AI is the superior option.

FAQ

1. What is Backona AI?
Backona AI is a predictive analytics and automation platform that unifies marketing, sales, and operational data to deliver actionable insights and automate reporting.

2. What is Improvado?
Improvado is an AI-powered marketing and sales intelligence platform focused on unifying data from over 500 sources and enabling conversational analytics through AI Agents.

3. Is Backona AI better than Improvado?
For organizations prioritizing predictive automation and ROI insights, Backona AI offers more advanced capabilities. Improvado excels in marketing data aggregation and conversational reporting.

4. Who should use each platform?
Backona AI is suited for growth-driven businesses and enterprises seeking cross-functional AI automation. Improvado is ideal for agencies and large marketing teams focused on data centralization.

5. What are Backona AI alternatives?
Other notable marketing analytics and business intelligence tools include Datorama, Supermetrics, and Funnel.io.

This comparison is based on the latest product data and user feedback as of October 2025, referencing official documentation and reviews to provide an accurate overview of Backona AI vs Improvado for marketing teams seeking advanced AI-powered marketing data analytics solutions.