Generating Insights thru Reporting AI — Eric Vardon // Morphio

Quotes

• “There is a fundamental belief in our minds, something myself and my co-founder both share, that reporting and data are like bananas. They go bad real fast.” -Eric“We believe that smartly correlated live data and the emphasis on the end-user, a client, or a team should be something that is reviewed live, it should be consumed and understood, and we should try to remove the laborious hours of reporting for better things we can spend more time on.” -Eric“Figuring out what you want your reports to say and manipulating them on a regular basis is, obviously incredibly important, and wasting all of your time to produce that reporting is a risk to the business.” -Eric“The live data part means that it’s more about training a social movement around putting the emphasis on that and the reader to understand and consume what it is they are looking at and be accountable to also knowing what that information looks like. We have always been data studio fans.” -Eric“We don’t plan to end all reporting issues but I think the big thing for us is that majority of the tools that are out there still need to be fed with accurate data.” -Eric“It not only needs to be live data but it also needs to be smart enough to be looking for those markers of what should happen and/or what you are expecting to happen.” -Eric “You need to be able to provide a brain, or an engine, or a starting point for what those goals or KPIs that your data is hoping to achieve. I think, for the most part, those data points live in the brains of us, as marketers and it is up to us to correlate and translate that.” -Eric“I think there is a big division of that, the log approach to reporting historically and where we as marketers go and try to solve problems. We’ll wake up at 3 in the morning and think of a solution to a cost-per-lead per accountant, or a firm, or a consumer-based company or whatever it is we are working for, we need our software to actually think like that for us. That’s the big piece of what we see now in AI and ML.” -Eric“What pops into my head is predictive. When we are looking at our logging reporting, we’re evaluating our historical campaigns, we’re running our post-mortem analysis and trying to think about here’s what I can learn from what I’ve done, AI is more forward-looking.” -Ben“The best marketers that I have seen are looking for software that is going to think strategically and as quickly as they can. It’s going to be rules-based in a way where you are educating the system and the platform to be able to monitor for successes and it’s going to start to provide value in terms of the correlated reasons as to why.” -Eric“It’s not one singular view of what Facebook ads or Google ads are telling you. It is looking at all of my data, it is correlating decisions basedon past inputs that I, as the marketer has attributed, it is then going to look for me to guide it in terms of, here is what we think is going on, starts to gauge if I am right or wrong and what is that threshold.” -Eric“That’s the biggest differentiation. It’s not about the log, it’s not even about real-time data, it’s about that symbiotic relationship of creativity and automation where marketers are able to think as they can on the fly and be able to educate the software as they go. That is the sweet spot of what we hope we are able to find.” -Eric“The automation is there. They are cost-effective whether it is our solution or others. The biggest movement is how we change expectations on the end-user basis on how they are consuming that information. This is what we need to collectively address, this is more of a social movement.” -Eric