January 31, 2025 • 6 min read

Technology Strategy at Infinity: How We Evaluate & Evolve

You can have the best people, the best processes, and the best clients. But if you aren’t using the absolute best technology possible to achieve your goals, you won’t operate as exceptionally as you could be. This idea is the driving force behind our ongoing efforts to find and adopt emerging technologies and partnerships here at Infinity.

Our most recent strategic partnership is with Adverity, a major data organization platform. Today, we’ll explore the value of evaluating your tech stack and examine some of the key benefits we expect to see thanks to this new partnership.

An adaptable agency – evaluating our tech stack

Every business needs a tech stack. However, if you’re looking to constantly expand your capabilities and provide better value to clients, your tech stack will never truly be complete.

That’s because you should always be evaluating your tech stack for upgrades and new partnerships that increase operational efficiency and yield better results for your business and your customers. It’s a key principle we keep in mind at all times, and we regularly review our technology partnerships and platforms to identify areas for improvement. Specifically, we evaluate tools and potential partners based on factors like:

Scalability – A good tool should help us and our clients grow in the future
Security – We take the safety of our data, and that of our clients, very seriously
Cost-Effectiveness – Great tools should enhance profitability for clients overall
Value – Any change to our tech stack should lead to tangible value for our clients

This isn’t the first time we’ve updated our tech stack to reflect evolving needs and adapt to new tech possibilities. In the past, we’ve onboarded technology platforms such as Lattice, Tableau, and Monday.

However, Adverity is our most recent tech partnership and an important part of our ongoing effort to mindfully organize the data we analyze for clients and ourselves.

Forging a new technology partnership with Adverity

Adverity is a marketing-focused data integration platform. It builds connections with other platforms, gathers and organizes data, and offers cutting-edge automation tools. As of the beginning of 2025, we now use this fully integrated platform for a variety of data management tasks, including:

Receiving client data from many sources
Querying data and transforming it into specific formats or templates
Organizing data for in-depth analyses and insights

Onboarding Adverity was a long process but one that we are pleased to leverage in 2025 to continue to expand our analytics capabilities. We’re looking forward to utilizing Adverity to the fullest and making the most of this new partnership.

Why Adverity?

When we looked at our then-current tech stack in 2023 and 2024, we quickly learned we could provide improved services to our clients and better understand the mountains of data we regularly received if we thought differently about how we were organizing our data. Adverity fits the bill for several important reasons, including:

Better stability. Any data-heavy work will inevitably come with technical challenges. However, Adverity helps us resolve many of those challenges and streamline data querying and analytics.
A greater capacity for growth. With our new technology partnership with Adverity, we hope to be able to take further advantage of cloud services for faster and more efficient work.
Easier access to data. Adverity’s platform enables us to not only retrieve and look at vast quantities of data easily but should also empower our clients to examine the same data sets with more ease of use.
Improved flexibility. Every client deserves a unique, impactful approach to their data. By switching to Adverity, we’re better able to tailor our data solutions to individual client needs and goals.

In addition to these benefits, we pursued a new tech partnership with Adverity to achieve two larger goals.

Enhanced data customization & control

Onboarding Adverity has already led to all-around improved data flexibility, customization, and control.

For example, Adverity’s Data Dictionary function maps data sources with high specificity and imports data into useful templates for our analysts and our clients. Furthermore, through Adverity’s data stream customization, we can generate reports based on a wider range of dimensions, have them send the data to a middleman, and receive the data from the middleman after days or weeks have passed.

Adverity also allows us to generate unique templates and formats for each individual client we work with. That’s a major advantage in our business because every client has distinct needs, goals, and data types! There’s no one-size-fits-all template we can use for all clients, but we can develop specific templates based on individual client requirements.

In the long run, we expect to benefit from this increased flexibility and autonomy over how data is collected, formatted, and utilized for effective strategies. More importantly, Adverity should lead to higher value for clients, such as faster results, more accurate insights, and fewer data management headaches.

Further ability to meet client needs

We knew that onboarding Adverity would be beneficial to our clients because we would be better able to meet their needs. Adverity can recommend data streams and connections: an invaluable tool for collecting a lot of data from many separate sources. Its automation features are also useful, as they can reduce the time spent on repetitive tasks and free our specialists for more critical work.

Ultimately, our partnership with Adverity will elevate the value we provide to our clients. Data management will only become more important as time goes on, so leaning into this new technology sets us up for long-term success.

Our process for the new platform

Transitioning to Adverity was a multifaceted and complex process that took place over the last year, incorporating steps like:

Transferring our data – including in-house agency data and data from clients – to the platform
Setting up dashboards for data reporting and formatting
Creating report templates and datasets that match our needs and the needs and business models of each client we work with
Testing the platform to ensure it worked well and was ready for full adoption by the beginning of 2025

The project was a complete success thanks to the hard work of team members here at Infinity and at Adverity. In the future, we plan to dive even deeper into the Adverity platform and start utilizing its available tools and features as we continue building out our analytics capabilities for the future.

The first step toward an agile, adaptable 2025

Improved capabilities, greater flexibility, superior service. With the full onboarding of Adverity, these benefits and more are on the horizon. Our team is committed to staying agile in the fast-paced marketplace, especially when that means jumping on opportunities to discover and implement new tools that yield a competitive advantage and impressive results.

Already a client, or interested in learning how this shift can benefit your brand as a new client? Get in touch with us today!