Case study · Reporting automation

    A week of reporting work, now one click and a review.

    A client produced the same weekly performance review by hand for three markets, using complex SQL, Excel, Power BI and PowerPoint. There was no specification. The operator recorded himself doing the work, and the recording became the brief. Ten days after the first email, the tool built all three markets' decks in one run.

    10 days
    First email to all three markets running
    3
    Markets built in one run
    40+
    Slides refreshed per market
    0
    Specification documents written
    1 · The problem

    The report mattered, but building it took most of the week.

    Every week an analyst pulled figures from three separate servers, moved them through spreadsheets, rebuilt the charts and updated a forty-plus slide deck for each market, then checked it all before it went to the client.

    Building it by hand also meant a slide could carry last week's number without anyone noticing until the client did.

    2 · Our approach

    A fast start, with nothing extra asked of the client.

    The operator recorded himself doing the work he already did. There were no workshops, no specification and no time taken out of his week.

    He walked through his week on screen: logging in to each server, running the queries, exporting, cleaning the spreadsheets, rebuilding the charts and pasting them into the deck. AI turned the recordings into a step-by-step map of the process, and we redesigned it from there. When one page was still missing, a six-minute video of it became its specification.

    Recording → step map → redesign → safety checks → build

    Only the right steps are automated, and a person answers for each one.

    We split the work into one-job steps and decided, step by step, whether a rule, AI or a person should do it. Judgement stayed with the operator. One step was taken out altogether.

    Our method for this is the 4Ds: Divide, Decide, Demarcate, Declare.

    Automated: a rule does it
    • Pull the week's figures
    • Compute every measure, once
    • Draw charts into the client's template
    • Refresh every page, or flag it
    Kept with the client's operator
    • Judge whether the story holds up
    • Decide what a figure means
    • Release the deck to the client
    Taken out altogether
    • Copy figures through spreadsheets by hand

    Safe to rely on, week after week.

    Built in using our 4Ps governance framework, written for this one process.

    Your data stays where it is

    It runs the operator's own queries, unchanged, on his laptop. Every step has a named owner.

    P1 · Primed
    A person decides what the numbers mean

    The tool never sends anything, and a person decides what each figure means.

    P2 · Principled
    Every build checked twice

    An independent reviewer checks every build and can send it back. The operator also has his own checking sheet.

    P3 · Practised
    Problems caught before the client sees them

    995 automated checks, and a red flag on any page not refreshed, so problems show before the deck leaves.

    P4 · Protected
    3 · The solution

    One click builds all three decks and flags anything out of date.

    The tool reads the warehouse directly, works out the measures once and writes them into the client's real deck, in the operator's own slide order. The operator picks the week, presses run and reviews the output.

    • Thirty warehouse queries replaced the manual pulls.
    • The client's real template. Slides are matched by market and title, so the deck can be reordered and the tool still finds the right page.
    • Stale slides are flagged. A page the tool could not refresh is marked in red on the slide and in the speaker notes.
    • Nothing leaves the laptop. The tool reads, computes and writes locally, and has no send path of its own.

    Where AI does the work. AI built it in days. An AI engineer drafted the step map from the walkthroughs and built the tool, a separate AI reviewer checked each build and sent back work that fell short, and one person led. Rules run it. Every figure in the deck comes from a rule, and none passes through a model.

    4 · The result

    A week of work became a click and a review.

    "All 3 regions ran completely, with slides and excel output sheets produced."
    The client's reporting operator, day ten

    Ten days from first email to all three markets' decks and output sheets built in one run. No new staff and no platform migration. The client's own operator runs it: he picks the week, presses run and reviews the output. Data stays on his laptop. The operator now spends his time checking the story instead of assembling pages.

    What's next. The next stage adds a second data source, separate runs per market, AI-drafted slide commentary for the operator to edit and sign off, and a stop the operator controls. It will be built the same way, redesign first, then build in days.

    5 · What it's worth

    £13,000 to £17,000 a year of senior analyst time, handed back

    • About 7.5 hours of hands-on work a week, 345 hours a year, from a senior analyst.
    • At a senior analyst's cost (salary of £55,000 to £75,000 plus employer National Insurance and pension, £37 to £50 an hour), that is £13,000 to £17,000 a year.
    • The work was spread across the week, so each sitting pulled him out of something else. Allowing a conservative quarter on top for switching in and out, the real cost was nearer £16,000 to £22,000 a year.
    • Now it is one run and a review, and he spends the time saved on other work.
    In a typical agency

    £4,195 to £7,195 in year one, instead of about £17,800 a year by hand

    A 20 to 40 person agency with 25 retainer clients, each sent a monthly performance report, assembled by hand in about two hours per report: 50 hours a month, mostly in the first week.

    Keep doing it by hand
    About £17,800 a year

    600 hours of account-manager time (salary £44,000 plus National Insurance and pension, about £30 an hour), and the first week of every month

    Hire an account executive to take it on
    About £37,600 in year one

    Salary £28,300 plus National Insurance, pension and an 18% recruiter fee

    Reports on autopilot
    £4,195 to £7,195 in year one, then £3,540 a year

    A fixed set-up price for all 25 reports, given with your free process map, with the first month included, then £295 a month, all in. Your account managers add the commentary and approve each report instead of assembling it

    An illustration only. It is not a client record. Review time is not counted, and your free process map works out your own figures.

    Sources and working
    • Clients per agency of 11 to 50 staff (Databox) (databox.com)
    • How often agencies report, and time per report (AgencyAnalytics) (agencyanalytics.com)
    • Agency account salaries (Prospects) (prospects.ac.uk)
    • Senior data analyst salaries (ITJobsWatch) (itjobswatch.co.uk)
    • Employer National Insurance rates (GOV.UK) (gov.uk)
    • Workplace pension contributions (GOV.UK) (gov.uk)
    • The cost of task switching (APA) (apa.org)

    Working hours: 37.5 a week for 46 weeks. Employer National Insurance at 15% above £5,000, pension at 3% of qualifying earnings.

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