From Queries to Conversations with AI in Marketing Analytics

In this episode of the SparkCast, Aby Varma—founder of Spark Novus, a firm that helps marketing leaders adopt AI responsibly and strategically—sits down with Daniel Kravtsov, CEO and Co-Founder of Improvado. Daniel shares his unique journey from Russia to founding a cutting-edge martech company in the Bay Area. Together, they explore how AI agents are transforming the marketing analytics lifecycle—from extracting data to normalizing, visualizing, and even fixing it—all without technical expertise.Topics CoveredAI’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.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/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/