Relevance Digital reduces reporting from 30% to 5% of working time with Panoptic

AI marketing intelligence platform, to bring data analysis and the company’s collective knowledge into everyday work, built by Relevance Digital. During April–October 2026, reporting fell from 30% to 5% of working time, while accounts managed per person doubled against the pre-Panoptic baseline.
 

Reporting required repeated data collection across advertising platforms and spreadsheets. Routine checks on campaign settings consumed additional time, while manual campaign creation introduced recurring errors.

Teams also needed to connect campaign performance with clients’ sales and profitability data. Information sat across advertising platforms, enterprise resource planning (ERP) systems and external market sources. Static dashboards offered limited scope to investigate the reasons behind a change.

Knowledge was fragmented too. The depth of an analysis depended on individual expertise and access to specialists. We needed to increase the number of accounts each person could support while maintaining consistent analysis and freeing time for strategy.
 

Users ask questions in Greek or English about a client’s marketing performance. Panoptic retrieves data from connected accounts and returns an analysis, with tables or charts where appropriate. Follow-up questions let teams investigate a change or explore a result in more detail.

The platform combines Google Cloud and BigQuery with connections to advertising and analytics platforms, client ERP systems and external market sources. A demonstrated workflow retrieves Google Ads and Google Analytics 4 data through application programming interfaces (APIs), stating the reporting period and currency.

Alongside the data sits a shared Playbook: standard operating procedures, best practices and approved client-specific definitions. These give the analysis the context of each account.

Access is organised by role, team and client, with centrally managed connections. The Explain function exposes sources, tool calls and calculations so reviewers can trace how an answer was produced. BI teams cross-check analyses daily against dashboards and database queries. Analyses can be saved, shared with colleagues and exported to Google Docs for further review or reporting.

Panoptic provides recommendations for review. Decisions about campaign changes and their implementation remain with the team.
 

Less preparation, greater capacity

During April–October 2026, reporting decreased from 30% to 5% of working time. Accounts per person doubled against the pre-Panoptic baseline. Routine account hygiene, previously 15% of working time, fell to near zero.

The performance team also recorded a 50% reduction in campaign implementation and optimisation time and an 80% reduction in review time. These comparisons use the company’s time-tracking tool. Absolute before-and-after hours were not supplied.

These measures describe different stages of work and should not be added together.

More time for client work

Teams redirected the released capacity towards strategy, deeper analysis and client service. During April–October 2026, revenue from existing clients increased by 15% and churn decreased by 40%, compared with the same period in 2025.

These are business results observed during Panoptic’s use. They do not establish Panoptic as the sole cause.

A review process that improves the underlying information

Users can rate answers and flag issues for review. Findings can lead to changes in client-specific reporting definitions or further checks on the underlying reports and tracking setup.

Investigations have identified errors in Looker reports and Google Analytics conversion events, which the responsible teams corrected.

The competitor-analysis module remains subject to a terms-of-use review for external use.
 

Panoptic shows how connected data and shared reporting definitions can support AI-assisted marketing analysis. Teams can inspect the evidence behind an answer and use feedback to resolve differences in how results are interpreted.

For Relevance Digital, this provides a foundation for developing its business consulting services and exploring client access to the platform.