Building on the AI strategy outlined in the DMEXCO Masterclass, this article shows how Supermetrics data and Google tools combine to allow you to ask natural language questions directly to your marketing data. This feature democratizes access to insights, moving beyond analysts and making data available to anyone in the organization.
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Video tutorial: Conversational analytics use case
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Key learnings and action steps
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| Feature/Concept | What it does | Your action in Supermetrics & Looker Studio Pro |
| Natural language querying | Allows you to type a question (e.g., "What is the ROAS per platform?") instead of dragging and dropping metrics and dimensions. | Ensure data availability: Use Supermetrics to bring your blended marketing data directly into Looker Studio Pro or BigQuery. |
| Instant visualization | The interface quickly processes your natural language question and generates the appropriate chart or visualization. | Test your questions: Practice asking complex questions about performance, like comparing metrics across different channels or timeframes. |
| Organizational Access | Insights are not limited to users with access to individual ad platforms. | Share the session: Anyone in your organization with a Looker Studio Pro license can benefit from this conversational interface. |
| Powerful insights | Combining conversational intelligence with comprehensive Supermetrics data yields powerful, quick insights. | Drive better decisions: Focus your time on interpreting the results and making strategic shifts, not on query building. |