# From Queries to Conversations with AI in Marketing Analytics

By MarketScale · Published 2025-04-21 · Updated 2026-05-19 · Professional AV on MarketScale
Canonical: https://www.marketscale.com/industries/pro-av/sparkcast-daniel-kravtsov-ai-marketing-analytics
Creator hub: The Marketing AI SparkCast

> Marketing leaders can now leverage AI agents to handle complex data tasks autonomously, eliminating manual queries and technical bottlenecks

## Key points

- AI agents can now handle the full marketing analytics lifecycle—data extraction, normalization, and visualization—without technical expertise.
- Conversational 'vibe analytics' enables marketers to query data in real time through natural language, accelerating decision-making.
- While AI automates grunt work, marketers must still ask the right strategic questions and validate AI-generated outputs.

Block Field

In this episode of the [*SparkCast*](https://marketscale.com/shows/the-marketing-ai-sparkcast/), [**Aby Varma**](https://marketscale.com/aby-varma/)—founder of [**Spark Novus**](https://sparknovus.com/), a firm that helps marketing leaders adopt [AI](https://marketscale.com/industries/business-services/marketing-ai-adoption-in-b2b-enterprises/) responsibly and strategically—sits down with [**Daniel Kravtsov**](https://www.linkedin.com/in/danielkravtsov/), CEO and Co-Founder of [**Improvado**](https://improvado.io/). Daniel shares his unique journey from Russia to founding a cutting-edge martech company in the Bay Area. Together, they explore how [AI agents](https://www.bcg.com/capabilities/artificial-intelligence/ai-agents) are transforming the marketing analytics lifecycle—from extracting data to normalizing, visualizing, and even fixing it—all without technical expertise.

**Topics Covered**

**AI's new role in marketing analytics:** AI agents can now extract, clean, and analyze marketing data without engineering support.

**Why marketers are frustrated with legacy analytics workflows:** The traditional approach is slow, technical, and often disconnected.

**How Improvado differentiates from traditional BI tools:** Focused on business users with no coding required and enhanced semantic understanding of data.

**Rise of "vibe analytics":** Real-time, conversational analytics enabling faster decision-making and iteration.

**Human-AI collaboration in strategy:** While AI handles the grunt work, marketers must still ask the right strategic questions.

**Trust and validation in AI-driven insights:** Marketers are advised to treat AI like human analysts—always validate outputs.

**The future of marketing teams:** AI agents may replace or coexist with human analysts and even operate as independent team entities.

### About the Speakers

**Daniel Kravtsov** is the CEO and Co-Founder of Improvado. With over 15 years of experience in digital marketing and ad tech, Daniel has built scalable tools that simplify marketing data operations. A computer science engineer by training, Daniel began his entrepreneurial journey in Russia before founding and selling his first company. Now based in the Bay Area, he is a global thought leader on data and marketing transformation. Follow Daniel on LinkedIn: [https://www.linkedin.com/in/danielkravtsov/](https://www.linkedin.com/in/danielkravtsov/)

**Aby Varma** is the founder of Spark Novus, helping marketing leaders adopt AI strategically and responsibly for innovation and growth. A Forbes Communication Council member and AI optimist, he hosts *The Marketing AI SparkCast* podcast and leads Marketing AI Pulse, a community dedicated to AI in marketing. Passionate about ideas that inspire change, he also serves as the Head of Marketing for TEDxAtlanta. Connect with him on LinkedIn at [https://www.linkedin.com/in/abyvarma/](https://www.linkedin.com/in/abyvarma/)

Tags: Aby Varma, AI in marketing, AI in MarTech, Daniel Kravtsov, Improvado, Spark Novus, The Marketing AI SparkCast

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