How Acosta Group Streamlined Reporting and Empowered Its Team with Celeste AI
Marketing agencies are evolving quickly in the age of data-driven decision-making. Accurate and timely data is essential to shaping client strategies and improving results. This transition isn’t without its challenges.
As the volume and complexity of marketing data grew across clients and channels, Acosta Group — an omnichannel retail growth agency — began to realize that manual reporting methods were becoming increasingly difficult to scale. The pressure to adapt increased as client requests for metrics overnight started to interrupt the team’s usual monthly reporting rhythm.
Rising client expectations and growing data demands made it more challenging to deliver insights quickly and consistently through manual approaches. To stay ahead, Acosta set out to integrate generative AI tools for performance marketing into its reporting workflows, supporting faster decisions while preserving the strategic value of each insight.
Challenge: Trapped in manual reporting
Acosta Group built its reputation on delivering strong performance and transparent communication with clients of all sizes. As reporting demands grew, so did the time required to gather data and extract insights. Account managers were stuck in spreadsheets, repeating similar analyses across dozens of clients each month. When urgent questions arose, delays ensued, especially when data had to be located manually or when requests disrupted others’ work in progress.
Each month, the team developed detailed reports that broke down campaign performance by client. These reports were key to demonstrating results and building trust, but they also came with a time cost. Surfacing insights required significant manual analysis for a team managing a broad client portfolio, which often meant less time for strategic, high-impact work. When on-the-spot questions arose, account leads often had to dig through raw data, consult with busy teammates, or create new reports from scratch to find the necessary information.
The leadership team recognized that the demands of modern reporting were pulling skilled employees away from more valuable contributions. They needed a way to preserve their high standards without adding new layers of complexity, freeing the team to focus on what mattered most: running successful campaigns. Seeing the opportunity to streamline without compromise, they turned to AI as a way to scale smarter and adapt to new expectations.
Solution: GenAI unlocks real-time insights
Acosta Group partnered with Skai to integrate Celeste AI—the first GenAI-powered agent purpose-built for commerce marketers—into their reporting workflows. Because Celeste operates within Skai, their existing campaign management platform, the team could ask questions and receive instant, tailored insights without needing to switch tools or navigate spreadsheets.
This wasn’t about chasing the latest trend. Acosta Group collaborated closely with Skai’s Client Success team to define clear, high-impact use cases that would make AI feel intuitive and valuable within day-to-day workflows.
To ensure consistency and quality, the team created prompt templates that could be adapted to each client’s goals, business needs, or reporting preferences. Whether the focus was on customer acquisition or return on ad spend, these templates provided quick and dependable insights. What once required an hour or more per brand now takes less than five minutes.
When urgent questions arose, anyone on the team could access answers in real time. Account leads no longer had to pause conversations to dig for data. They could instantly pull performance insights, even for accounts they didn’t oversee directly. By eliminating that manual step, the team redirected its time toward optimization, strategic planning, and building stronger client partnerships.
Results: Reporting that’s faster—and smarter
Celeste AI didn’t just automate reporting for Acosta Group—it helped reshape how the team operates, delivers insights, and drives value for clients. The biggest win? Speed to insights. Urgent client questions can now be addressed at any moment. Reducing time and effort spent on monthly reporting from hours to minutes, the team has reclaimed time to focus on strategic priorities and deepen client relationships.
The shift also eased day-to-day pressure across the team. With less effort spent preparing data and more time centered on campaign strategy, Acosta enhanced both internal efficiency and client impact. What began as a move to streamline reporting has evolved into a smarter, more agile way of working
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