Lesson 2 of 3 · 4 min read
Build reports with AI
Reporting has a new dimension. You can still build dashboards by hand in your favourite tool, and some clients will always want one. But every new chart, filter and question costs time. With AI connected to the client’s marketing data warehouse, you describe the report, and it is built.
- Collect
- Store
- Use
- Activate
The old way: build, wait, rebuild
A client asks a new question. Someone opens the dashboard tool, finds the right data source, builds the chart, checks it, sends it. Next week the question changes, and the cycle starts again. Analysis waits in a queue.
The new way: describe it
“Show revenue by channel for the last 90 days, new versus returning customers, with the cost per order next to it.” An AI assistant with access to the warehouse writes the query, builds the table or chart, and explains what it shows. If the client wants it split by country, you ask again.
Because the warehouse already holds every source joined, the AI can build any report the client wants to see, not only the ones a connector happened to offer.
Why clients care
No long waiting times for analysis. Questions answered in the meeting instead of after it. Decisions made on data while they are still relevant. That is what being data-driven actually looks like, and it is what clients expect from their marketing agency.
Where dashboards still fit
Keep a small set of dashboards for the numbers everyone checks every week. Use AI for everything else: the one-off question, the deep dive, the report for a board meeting.
Key takeaways
- Dashboards take time to build and rebuild for every new question.
- An AI with warehouse access builds any report from a description.
- Clients get answers without waiting: that is being data-driven.
- Keep dashboards for the weekly basics; use AI for everything else.
For your marketing agency
This is the perfect tool for your clients and for your team: reports that used to take a day take a conversation. The agency that answers questions in the meeting wins the next brief.