Kinesso is a tech-driven performance agency delivering real intelligence that moves brands forward. By unifying media, data, audience, analytics, and creative architecture, Kinesso helps organisations realise the full value of their marketing through insight-led decision-making and measurable performance.
Situation
Kinesso faced a growing operational constraint in its campaign performance reporting function. Report generation relied heavily on manual processes. Campaign managers depended on specialist data teams to extract performance data from BigQuery and populate client-facing report templates. As the volume and complexity of campaigns increased, including short burst activity and long-running, multi-month programmes, this approach became increasingly inefficient.
From a commercial perspective, the manual workflow created bottlenecks, slowed decision-making, and introduced inconsistencies in report quality and formatting. Report turnaround times were misaligned with client expectations for timely insight, and specialist data resources were disproportionately consumed by routine, low-value tasks. At scale, this model posed a clear risk to operational efficiency, service quality, and future growth.
Task at hand
The objective was to redesign the reporting process to support scale, speed, and consistency. Specifically, the initiative needed to:
- Remove dependency on data specialists for routine report generation
- Reduce report creation time from hours or days to minutes
- Standardise data extraction and reporting outputs to ensure consistent quality
- Enable campaign managers to self-serve reports on demand
- Deliver a scalable solution capable of supporting multiple clients, campaign types, and variable reporting periods
The solution also needed to remain intuitive for non-technical users while maintaining strong data accuracy, governance, and flexibility.
Action
A fully automated report generation system was designed and implemented, transforming the end-to-end reporting workflow.
Automated data access and extraction
A secure, service-account-based integration with BigQuery enabled automated querying of campaign performance data. Intelligent query logic ensured consistent data selection across all reports, removing the need for manual data pulls and significantly reducing the risk of human error.
Standardised template population
The system automated the population of reporting templates directly from source data. Multiple template formats were supported to meet differing client requirements, while enforcing consistent data structures, definitions, and presentation standards.
Conversational, guided interface
To drive adoption and ease of use, a conversational AI workflow guided campaign managers through report generation using natural language. The system progressively collected required parameters such as client, campaign, template, and date range supporting both simple requests and more detailed specifications for advanced users.
Self-service by design
Campaign managers were empowered to generate reports independently. Real-time validation and option discovery ensured that only relevant clients, campaigns, and templates could be selected, reducing errors and minimising support overhead.
Instant delivery and simplified workflows
Reports were generated automatically with immediate download links, removing manual hand-offs and delays between teams. Once a request was completed, the report was instantly available for internal use or client delivery.
Results: From hours to minutes
The automated reporting system delivered measurable improvements across efficiency, quality, and scalability.
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Operational efficiency
Report generation time was reduced from hours or days to minutes. Campaign managers gained immediate access to reporting, removing dependency-related delays and enabling genuinely on-demand insight.
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Consistency and quality
Automated data extraction and standardised template population eliminated variability caused by manual handling. Every report now meets a consistent quality benchmark, regardless of who generates it.
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Business impact and leadership perspective
Specialist data teams were freed to focus on higher-value analytical and strategic work rather than routine reporting. Campaign managers became more productive and responsive, while clients benefited from faster turnaround times and more reliable reporting outputs.
Business Impact
Scalability and future readiness
Strategic insight
“This is our first concrete AI application aimed at improving efficiency. The next steps are to bring more functionality and scalability to the solution to further improve our post-campaign deliverables.”
Christopher Fernandez
President Nordics, IPG Mediabrands
