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report starts from a blank canvas, the same dashboard is rebuilt for every account, the live pulls are slow and often out of date, and someone still has to read the charts, write the commentary and export a PDF.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.

We will show you how AI has changed everything when it comes to creating dashboards, analytics, and your marketing reports.

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.