Fredrik Skantze — CEO & Co‑Founder, Funnel
Published:
Forever data analysis has been the same. You sort of look at the data and then you sort of create dashboards and use drop downs or SQL to create graphs. But now with generative AI, there is an opportunity and a new interface is emerging for how to interact with your data — essentially conversational analytics where you can have a conversation with your data.
What does Fredrik Skantze say on The Agile Brand with Greg Kihlström?
Fredrik Skantze, CEO & Co‑Founder, Funnel, says: Fredrik Skantze, CEO & Co‑Founder of Funnel, discusses how marketing measurement must evolve in an era of signal loss. He argues for triangulating multiple measurement methods (MMM, MTA, incrementality) to model business outcomes, adopting conversational AI for analytics, and closing the data feedback loop by pushing enriched conversion data back to ad platforms to improve performance and train their algorithms.
From: The Agile Brand with Greg Kihlström
Cite as: Fredrik Skantze. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/fredrik-skantze-forever-data-analysis-has-been-the-same-you-sort-of-look-at