Charlie Oscar gets into bed with Fluent to boost insight

Marketing science-powered media and creator agency Charlie Oscar has collaborated with data specialist Fluent to harness the power of generative AI to tackle one of the biggest inefficiencies in marketing data analysis: the 80:20 imbalance.

It is claimed that, within most teams, 80% of the effort goes into collecting, cleaning, and formatting data, leaving just 20% for insight and action. By embedding Fluent’s generative AI into its reporting workflow, Charlie Oscar aims to reverse this ratio.

The agency claims to have already overhauled how influencer marketing is measured. By incorporating advanced Marketing Mix Modelling (MMM) principles, Charlie Oscar’s tech solution COmpass measures brands’ marketing activity effectiveness both online and offline, across their entire marketing ecosystem. This enables the connection of influencer activities directly to the bottom line, providing greater clarity and insights on performance.

COmpass will continue to deliver real-time insights for its portfolio of clients, “closer to the truth than ever before”, Charlie Oscar claims, to enable them to drive measurable business growth.

Fluent will automate the most time-consuming parts of the reporting process – from stitching together data to generating structured, narrative-led outputs that mirror Charlie Oscar’s tone, logic, and strategic lens.

The business insists that the result is not just faster reporting – reducing effort by 82% – it is sharper insight, more consistent storytelling, and more time for the team to focus on creative and strategic thinking.

This shift will free up the team’s time to focus on strategy, creative work, and campaign optimisation, rather than wrangling with spreadsheets and building reporting decks. The time saving is extremely valuable, but beyond that, Fluent will fundamentally enhance how Charlie Oscar can serve its clients – enabling sharper, more consistent insights and faster, more strategic conversations focused on action.

Charlie Oscar co-founder and chief data officer Dan Wilson (pictured, left) explained: “Fluent has the ability to 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. And crucially, the output fits with how we communicate to each other and to 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.”

Fluent CEO and founder Robert Van Den Bergh (pictured, right) added: “With the COmpass solution, it’s clear that Charlie Oscar has one of the best real-time data-sets that 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.”

“While some companies see AI as an opportunity to replace human intervention, Charlie Oscar and Fluent believe that through the powerful combination of AI and human expertise the strategy, direction, and speed of action within marketing activation can be elevated.”

“The partnership with Fluent is another example of how Charlie Oscar is leading a shift in the industry, using groundbreaking technology, strategic foresight, and data-driven execution to transform influencer marketing into a measurable, strategic channel.”