ecobee makes smart home hardware and runs paid media across six platforms
Thermostats plus home monitoring, with spend running across Meta, TikTok, YouTube, Amazon DSP, and connected TV. The creative calls get made across three teams: creative strategy, paid media, and brand.
Every strategy question started as a data-gathering project
And they ask a lot of them, with real detail behind each. Which creative concepts are driving conversions, and how the same concept does in awareness versus down at conversion. Whether a video format is fatiguing, and how far its click-through has slid over recent months. Which promotional framing wins at each stage of the funnel. How their creator content stacks up, network by network.
Answering even one meant opening each ad platform on its own, exporting the numbers, and lining them up in a spreadsheet, since every network names things differently and reports different metrics. The harder ones needed someone to sit and label hundreds of creatives one by one, or a BI analyst to write the query and chart the trend. That was 20 to 30 hours a week across the team, gone before the actual thinking even started.
Now they just ask Segwise, in plain language
Everything sits on one set of data, pulled straight from the ad networks and tagged automatically, including the video and playable creative that people can't label at scale.
The way the team uses it is the tell. It runs the whole span of the work, from a quick "what are the top performers this week" to competitor teardowns to messaging tests. And they rarely stop at the first answer. A single thread runs ten or fifteen turns, they correct it, push on it, and build a full argument out of it. Some of those threads have grown from a simple performance check into the case for a new product, the kind of analysis that used to mean weeks of pulling numbers and building a deck.
The time comes back, and the answers hold up
No exporting, no spreadsheet cleanup, no waiting on a report, so the team gets 20 to 30 hours a week back for actual strategy. Because the tagging is done the same way every time, the comparisons stay consistent, and the answer isn't only as good as whoever labeled the sheet that week.
The real shift isn't just the hours. It's that questions which used to be too much effort to bother asking now get asked, and answered, in the middle of a conversation.