How ETS Turned Multi-Market Paid Media Complexity Into On-Demand Intelligence
Running campaigns across Meta, Google, and TikTok in 160+ countries, ETS's digital marketing team replaced hours of manual reporting and creative analysis with conversational AI intelligence — powered by GoMarble.
Guillaume Lebelle
Senior Manager
Written On
Feb 2, 2026
At a Glance
ABOUT ETS
Global education & assessment org TOEFL, TOEIC, GRE, Praxis, PSI 160+ countries
CHANNELS
Meta Ads Google Ads TikTok Ads
THE CHALLENGE
Too Much Data, Too Little Clarity
Running campaigns across Meta, Google, and TikTok — in dozens of markets simultaneously — means ETS's digital marketing team was dealing with a volume of data that no spreadsheet workflow could handle gracefully.
Before GoMarble, extracting insights required manually pulling standardized data exports from each platform and consolidating them in Excel. Creative analysis was entirely manual. Getting a market-level read on performance could take hours per market. And when stakeholders needed updates, the team had to build narratives from raw numbers rather than act on them.
The core bottleneck wasn't finding data — it was making sense of it: reconciling platform metrics with registration and lead context, and surfacing clear next actions fast enough to matter.
"Before GoMarble, we were compiling data extracts from Meta, Google, and TikTok into Excel — the same for creative analysis. It was fully manual."
Key pain points:
– Fragmented data across three platforms and dozens of markets
– No fast path for market-level performance questions
– Creative analysis built entirely from manual exports
– Stakeholder reporting consumed hours that should have gone into action
HOW ETS USES GOMARBLE
An AI Analyst You Can Ask Anything
ETS's team adopted GoMarble as their primary layer for performance analysis, creative intelligence, and reporting — treating it as an AI analyst that can be questioned directly, rather than a dashboard to navigate.
Performance analysis across markets
Instead of running separate exports per platform per region, the team now asks GoMarble directly. Performance questions get answered by pulling relevant data across channels and markets in a single workflow. Questions that previously required hours of digging — especially for smaller or niche markets — are now resolved conversationally.
Creative analysis and research
Creative performance had been one of the most manual parts of the workflow. GoMarble's creative intelligence features now let the team analyze which formats, messages, and angles are performing — and why — without building those views from scratch each time.
Reporting narratives and stakeholder updates
GoMarble helps the team move from raw metrics to structured narratives faster. Updates to leadership now arrive with stronger framing, clearer identification of issues and opportunities, and better alignment on what to test or change next.
THE OUTCOME
A New Mental Model for AI in Performance Marketing
The shift for ETS's team was less about a single metric and more about a fundamentally different way of working with data — and a new ceiling on what the team can actually analyze and act on.
– Hours saved per week on research, reporting, and creative analysis
- across multi-market, multi-brand, multi-platform campaigns
– Faster stakeholder updates with stronger narratives and clearer recommendations
– On-demand answers to complex cross-market questions that previously had no fast path
– Better alignment across the team on what to test, change, or escalate
"The biggest value for ETS is I can ask any question on a massive dataset across many markets."
"GoMarble changed my way of thinking about how we can leverage AI in the digital marketing space."
WHY IT COMPOUNDS
For a team operating at ETS's scale — global campaigns, multiple assessment brands, 160+ country footprint — the value of GoMarble isn't just the hours saved on any given report. It's the shift in what questions are even worth asking. The team now brings tricky market-level questions to GoMarble that they'd previously have had to deprioritize or spend half a day answering manually. That's the compounding return: not just a faster workflow, but a higher ceiling on the quality of decisions the team can make.
My mission is to
HELP YOU CREATE AND EARN ON YOUR TERM
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