From Data Studio/Looker Studio to AI-driven analytics: how marketing and management dashboards, analytics and insights have changed

If you have ever built reporting in Data Studio/Looker Studio (Google keeps renaming its free reporting tool) or in Power BI, the picture is familiar. Every data source is connected by hand, each report starts from a blank canvas, the same dashboard is rebuilt for every account, the live pulls are slow and often out of date, and someone still has to read the charts, write the commentary and export a PDF. The tools show the data. They do not interpret it.

Four years ago Anicca went looking for something better: standardised client reports that could still be configured for each client, that brought in our own and ecommerce data for a complete picture, stock and margins for Performance Max, and for lead generation the whole journey from marketing channel to lead to a sale months later. Then AI arrived and changed what was possible.

Over the last two years we decided to build our own, but until January the development was incredibly slow. The arrival of Claude Code has meant that, within the last four months, we are about ready to launch our new platform, Armadello Analytics & AI Insights.

In this practical session, Ann Stanley (Founder and CTO of Anicca) walks through what modern, AI-powered reporting actually looks like, using Armadello as a live example, and how it differs from Data Studio/Looker Studio and Power BI. Whether you build the reports yourself or you are the one reading them each month, you will come away understanding how reporting is put together today and what has genuinely changed.

Most of the reports in Armadello are pre-built and standardised, so they are ready to use straight away, and there is also a chart builder for customising them. Ann will demonstrate the breadth of report types that are now possible, particularly when you use Claude Code to design them, and how the platform brings in data through a range of connectors, rather than relying on a single tool such as Supermetrics in Looker Studio.

The session covers:

- How marketing and management reports are built, and where the work usually goes
- How AI-driven reporting differs from Data Studio/Looker Studio and Power BI
- The breadth of report types now possible, and how Claude Code is used to design them
- Pre-built standardised reports, plus a chart builder for customising your own
- Bringing in data through many different connectors, rather than a single tool such as Supermetrics
- Blended data in one view: paid, organic, ecommerce, stock and pricing on a single chart and funnel, instead of one source per tab
- The full journey: from marketing channel through to lead and sale, with stock and margin alongside spend, not just ad clicks
- AI that interprets, not just displays: automatic classification of spend and search terms, account scoring and audits, and a written narrative
- Asking your data a question: a natural-language assistant that answers, instead of making you search
- Always-on reporting: live URLs that refresh themselves daily, with the commentary built in

You will leave understanding where AI genuinely changes analytics and reporting, what no longer needs doing by hand, and how to judge whether your current reporting is keeping up.

Who it is for: agency owners and account teams, in-house marketers, business owners, and anyone who builds or relies on marketing and management dashboards and monthly reporting. No technical background needed.