Adverity launches Adverity Intelligence, an AI-powered analytics layer enabling marketers to interact with data through conversations.
The platform addresses issues of slow reporting and unreliable data, with nearly half of marketing data found to be inaccurate or outdated.
New tools like "Data Conversations" and "Intelligent Agents" aim to streamline data queries and automate workflows for marketing teams.
Marketing data platform Adverity has launched Adverity Intelligence, an AI-powered analytics layer that lets marketers interact with complex data through conversations instead of static dashboards. The move is a direct response to slow, cumbersome reporting and the unreliable data that plagues marketing teams.
Drowning in data: The core problem is twofold: marketers are often bogged down by reporting that requires technical specialists, leading to missed opportunities. That challenge is amplified by untrustworthy information, with a recent Adverity study finding that nearly half of all marketing data is inaccurate or out of date.
Conversations, not clicks: The new platform introduces three tools to address this. "Data Conversations" allows teams to query data using natural language, "Notebooks" creates a hub for sharing those insights, and "Intelligent Agents" automate workflows. The first agent tackles the tedious data preparation required for marketing mix modeling platforms like Google's Meridian.
Adverity's goal is to do more than just provide faster answers. The platform aims to fundamentally change how marketing teams operate by embedding intelligent, data-driven actions directly into their daily decision-making process. Meanwhile, leadership is thinking bigger than just products, framing the push for data access as a mission to unlock the “Lego” for everyone.
