What you can expect in this episode:

Struggling to turn data into strategy? You’re not alone. Marketers keep telling us they’re drowning in numbers, yet starving for insight.

Join Terri Cameron and Travis MacDougall as they explore today’s data challenges – from fragmented spreadsheets to vanity metrics – and suggest ways AI can help us deliver action-ready dashboards.

They will share practical steps to:

Cut through the clutter to drive better decisions;
Align reporting with true business KPIs; and,
Use AI to uncover insights and predict outcomes

Whether you're a marketer, analyst, or strategist, this conversation will leave you rethinking how you report and what you prioritize.

From Data Chaos to Clarity: How Marketers Can Use AI to Fix Broken Reporting

If it feels like you’re drowning in dashboards and still struggling to find clear insights, you’re not alone. Marketers have more data than ever, but turning that data into action is still one of the biggest challenges facing teams today.

In the May episode of Humanology on Air, we discuss how AI is changing the game in strategic reporting, and not a moment too soon.

The Reporting Problem

Marketers today are stuck in a frustrating cycle: more data, more platforms, more pressure. And still, less clarity. Many reports are bloated with surface-level metrics that don’t tie back to real business objectives. Others are fragmented across silos like CRMs, ad platforms, and analytics tools. And even when reports look polished, they often miss the most essential element: the so what.

Three Reporting Roadblocks

From what we see, most marketers face three major obstacles:

Information Overload: Too much data and not enough clarity.
Fragmented Systems: Data lives in silos, making a holistic view nearly impossible.
Lack of Actionable Insights: Reports don’t tie metrics to meaningful outcomes or strategic next steps.

Where AI Comes In

Artificial intelligence is already helping, often behind the scenes. Tools like GA4 use AI to model data where privacy regulations leave gaps. But the real breakthrough happens when marketers use AI for:

Insight generation (e.g. using tools like ChatGPT to surface trends)
Forecasting through Marketing Mix Modeling (e.g. Google Meridian)
Automating manual tasks to refocus on strategic decisions

A Real-World Fix

One client case study showed how moving from spreadsheets to a Power BI dashboard with built-in AI capabilities saved 20–40% of reporting time weekly. It also helped both us and our client spot trends faster and answer questions more independently.

The Takeaway

Effective reporting doesn’t start with technology; it starts with understanding what matters to your business. From there, unify your data, visualize what’s important, and use AI to accelerate insight. With the right approach, reporting becomes easier, yes, but it also becomes a real driver of performance.

Data-Rich, Insight-Poor: How AI Makes Reporting Strategic

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