Marketing and agencies · Sample scenario
Weekly marketing report for clients
KPIs are calculated from approved sources, compared with the previous week, and sent to the client after the account manager approves.
Problem
The same report is assembled by hand every week: numbers are copied from several accounts, the commentary is written from scratch and the risk of errors is high.
How it works today
The account manager exports from ad platforms and analytics, combines them in a sheet, calculates percentages by hand and writes the commentary. Differences between sources often go unmentioned.
What this scenario changes
Data is pulled only from agreed sources, KPIs are calculated with the same formulas and compared with the previous period. If the sources agree, AI writes a short summary tied to the numbers; the report is sent after the account manager approves it.
The process step by step
- Weekly schedule: Runs Monday morning
- Approved sources: Platform and analytics data
- KPIs calculated: Using agreed formulas
- Comparison and reconciliation: Last week and difference between sources
- Do the sources agree?: Is the difference within the allowed threshold?
- Fact-based summary: Every sentence references a number
- Account manager approval: Check before sending
- Report sent: By email using the template
Exception path
- Difference noted in the report: The account manager writes a comment
- Report with a note: Sent with the difference shown openly
The role of AI
Writes a short summary based on the calculated numbers; every sentence references a specific metric, and if the cause is unknown it is phrased as a hypothesis.
Human approval and exceptions
The account manager approves every report before it is sent. If the difference between sources exceeds the threshold, it is noted openly in the report and the account manager writes the commentary.
Frequently asked questions
Is the report sent to the client automatically?
No. The report is prepared, but it is not sent until the account manager approves it.
What happens when the platform and analytics show different numbers?
The difference is not hidden: it is noted openly in the report. If the cause has not been checked, it is written as a hypothesis, not presented as fact.
Which KPIs are included?
The metrics agreed with each client; formulas are defined in writing so they are calculated the same way every week.