Charlie Oscar partners with Fluent to streamline marketing insights

Charlie Oscar has entered into a collaboration with Fluent to integrate generative artificial intelligence (AI) into its reporting workflow, targeting longstanding inefficiencies in marketing data analysis.

For many marketing teams, a significant imbalance exists: As much as 80% of effort is devoted to collecting, cleaning, and formatting data, leaving just 20% for drawing insights and taking action. By implementing Fluent's generative AI within its systems, Charlie Oscar aims to reverse this ratio.

Charlie Oscar, which delivers marketing science-based media and creator solutions, has established technologies such as COmpass. This tool uses principles from Marketing Mix Modelling (MMM) to gauge the effectiveness of a brand's marketing activity across online and offline channels, connecting influencer engagements directly to outcomes and giving users detailed insights into campaign performance.

The collaboration will see Charlie Oscar continuing to provide real-time insights for its clients using COmpass, to offer analysis closely aligned with measurable business growth. Fluent's AI platform will automate substantial portions of the reporting process, from combining disparate data sources to producing structured and narrative-based outputs. These outputs reflect Charlie Oscar's in-house style, logic, and strategic approach.

This process is expected to cut the time spent on reporting by 82%. The collaboration is not merely about saving time, but also about improving the quality of insights produced, ensuring more consistent and strategic storytelling, and freeing the Charlie Oscar team to focus more extensively on campaign creativity and overall strategy.

One of the project's most valuable benefits is reducing the time spent on manual data work. Still, Charlie Oscar emphasises that the impact is more fundamental: improving how clients are served by enabling faster and more consistent insights that drive strategic action.

Dan Wilson, Chief Data Officer and Co-founder of Charlie Oscar, commented, "Fluent can save over 1,000 hours a month of the team's time – the equivalent of more than seven full-time roles. That time back will be transformational for the business. Instead of spending hours building reports, our team can now focus on higher-value strategic work."

Fluent will sit at the heart of our reporting workflow, pulling in the data, generating the narrative, and delivering a report that used to take hours to produce manually. Crucially, the output fits with how we communicate to each other and our clients, from the structure to the tone to the recommendations. It's everything we'd want our reports to be—just without the manual grind."

Robert Van Den Bergh, Chief Executive Officer and Founder at Fluent, added, "With the COmpass solution, it's clear that Charlie Oscar has one of the best real-time data sets, which unlocks invaluable insights for brands across their marketing ecosystem and provokes growth.

Our partnership is about harnessing generative AI to enable the team not only to deliver deeper insights, tell better stories, and build stronger client relationships, but to free up their time, reverse-engineering the 80:20 ratio and saying goodbye to the manual grind."

Charlie Oscar and Fluent have stressed that their use of AI is not about replacing human input but rather about combining AI with human expertise to enhance strategy, direction, and timely marketing activation.

The partnership is evidence of Charlie Oscar's efforts to shift industry practice. It uses current technology and strategic thinking to establish influencer marketing as a trackable and strategic part of the marketing mix.