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The Challenge

Unreliable Data Pipeline

Loop7 relied on a fragile Google Sheets system with custom scripts pulling data from ExpertSender and Voluum. Manual refreshes and frequent script breakages disrupted daily operations, forcing analysts to constantly troubleshoot instead of analyzing performance.

Hidden Performance Insights

Aggregated data rows concealed version-level metrics, making it impossible to accurately assess which email variations were driving results. Multiple Voluum traffic sources per email list created confusion, while the lack of standardized metrics across platforms made cross-campaign comparisons unreliable.

Inflexible Reporting Infrastructure

The system was hardcoded for 30-day reporting only, preventing strategic analysis that longer timeframes would enable. Data mismatches between ESP and Voluum reports stemmed from inconsistent attribution rules, varying timing windows, and conflicting identifiers that undermined confidence in optimization decisions.

We Achieved

Data reliability — ESP and Voluum reports now match perfectly

0 %

Reporting flexibility — expanded from 30 to 90-day analysis windows

0 x

Manual interventions fully — automated daily syncs eliminated breakages

21

Solutions

Modern Data Stack Implementation

We built an automated data ingestion framework leveraging Airbyte for seamless and scalable data integration, ClickHouse as the central data warehouse, and Metabase for intuitive BI dashboards. This architecture replaced fragile Google Scripts with enterprise-grade automation that runs reliably without manual intervention, while intelligent caching and optimized refresh policies keep warehouse costs controlled.

Unified Data Model

We created standardized mapping logic across both ExpertSender and Maropost platforms, unifying Message and Split Test reporting while deduplicating by MessageID. Voluum Version IDs (V1-V4) were consolidated with clear ESP identifier mapping and filter typing, creating a single source of truth across all platforms.

Business-Aligned Metrics Dashboard

The new reporting interface provides exactly what email marketers need— Clickers, Conversion Rate, Refund Revenue, eCPM, and Complaint percentage—all accessible through intuitive filters for Client, List, Message, Version, Traffic Source, and Time Range. We removed unnecessary metrics and added critical context through List Name, Client, Offer tags, and Segment tags

Results

Operational Transformation

Loop7's analysts now work from a single source of truth with reliable, matching data across all platforms. Split-test performance is visible at the version level, enabling precise eCPM optimization decisions. The standardized dashboard eliminates confusion and accelerates analysis across both ExpertSender and Maropost campaigns.

Business Velocity

What previously required constant maintenance and troubleshooting now runs automatically every day. Analysts spend their time on strategic optimization rather than data reconciliation. Michael Goff called the solution "amazing" and a "game-changer" for Loop7's ability to confidently scale operations.

Scalable Foundation

Loop7 now has the infrastructure to grow their agency without proportionally increasing reporting overhead. The flexible architecture supports rapid enhancements—whether adding new metrics, expanding reporting windows, or integrating additional data sources—providing the reliability and insights needed to scale campaign volume while maintaining analytical rigor across every client account.

The most incredible part is that Profitable Media does not rush and when a project is released, it is 100% complete, tested, and verified, ready for prime time.

Michael Goff

Founder, Loop7 Media

Michael Goff | Founder, Loop7 Media

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Vlad P. Marketing Specialist at Profitable Media, LLC

Vlad Popirda

MARKETING SPECIALIST

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If you’ve been swayed, convinced, or otherwise persuaded by the writing on our page or in some of our emails, chances are Vlad was the man behind it.

Be it Social Media Management, Marketing Strategy, PPC Ads, or Copywriting, you can rely on him to get the job done.

With a Bachelor’s in Marketing and a Master’s in Advertising, his life’s work is to leave this world better than he found it, and he aims to achieve that by putting his talents in the service of the right people and helping businesses make a difference in the world.

Outside of working hours, you may find him singing Britney Spears songs at karaoke nights, or exercising his creativity in varied ways, such as playing chess, designing board games, playing guitar, or playing Dungeons & Dragons with his mates.

Alisa Villanueva Account Manager at Profitable Media, LLC

Alisa Villanueva

ACCOUNT MANAGER

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Alisa is the glue that brings all the parts of our operation together. The one always keeping an eye on the bigger picture. The person that makes sure that it all works smoothly and on schedule, giving everything an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

While juggling her different tasks (Project Management, Web Design, Quality Control, Customer Service), one thing never changes: she will use her artistic sense to make a project unique and she will hear out the person she is working with, understanding their needs and wishes while integrating and tying them all together to create an outstanding final product.

When she’s not tuned in to her work, you’ll find Alisa taking ordinary things and making them beautiful. In her artistic endeavors she explores many different mediums of expression, like painting, ceramics, dance, and cooking. Among these, her dancing stands out, as she is part of a salsa dance performance team, doing gigs both locally and nationally.

Her dream is to travel and explore different cultures, which she is always doing from home by cooking and trying out various cuisines from around the world.
Short Excerpt:
Alisa is the one that makes things work smoothly and on schedule, giving everything she does an artistic spin and flourish with her keen eye for design.

With her background in sales, customer service and art, it’s no wonder her strength is in communicating with people, be they our customers or us, her team.

Zach Warshawsky Chief Operations Officer at Profitable Media, LLC

Zach Warshawsky

CHIEF OPERATING OFFICER

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Zach manages the operational side of our business and coordinates all the work done by our team. He designs technical architecture and always keeps an eye towards the future, making sure his solutions are scalable. He applies his skills in all sorts of fields, such as Project and Team Management, Sales Funnels, Web Technology, Split Testing, Automation and CRM.

If there’s one trait he shares with Henry, it’s passionate problem-solving. Although he has been working for over 25 years in Sales, Marketing, Management, Team Building and Customer Service, perhaps his relevant business credentials start even earlier. At 15, he started a business selling and installing car stereo systems before he even had a driver’s license. Armed with a reseller’s permit and a passion for business, he started down the path of entrepreneurship and hasn’t looked back since.

With four amazing children and a wonderful wife in his life, his goal is set: provide the best possible life for them that he can. To that end, he works hard on helping clients scale their businesses through the use of cutting edge digital marketing tools.

His weapon of choice on this quest is not a coincidence, for his knowledge of technology is certainly top-notch. This can sometimes be a blessing and a curse however, when the Apple Genius Bar can’t solve a friend’s problem, it’s Zach’s phone that gets lit up.

To unwind, he spends time with his children, goes on weekly dates with his wife and is passionate about crafting culinary art… he unwinds and loves creating amazing home-cooked meals for his friends and family!

Henry Hamamjy Chief Executive Officer at Profitable Media, LLC

Henry Hamamjy

CHIEF EXECUTIVE OFFICER

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One of the two men that started it all, Henry has a knack for judging character and managing the internal structure of our team. The go-to guy for when business owners hit a roadblock, he is well known for offering unique, scalable solutions to any issue that presents itself. 

With a background in Sales, Marketing, Management, People Development and Leadership, he puts it all to good use in the service of his clients and fellow team members, helping them better themselves. 

He’s a born problem-solver, breaking any seemingly impossible task into achievable actionable items.  He has successfully helped dozens of businesses expand to the 7-8 figure level, by designing and implementing extensible, supportive and responsive infrastructure that his clients could then leverage to their fullest advantage. 

At work, he loves helping our customers make their dreams a reality, taking businesses to the next step of success, guiding them all the while. Outside of work, he enjoys a good meal with friends and a nice Napa Valley Cabernet Sauvignon. He also likes travelling with his family and exploring different cultures and finding out more about our world. Having dreamt of becoming a soccer player when he grew up, he has since traded that sport for another, namely golf, which he partakes in whenever he gets the chance.

Little known fact, he won the Atomic Spicy Food Competition when most of the people quit after just a couple of bites. Scientists have yet to come up with an explanation.