Hallam
Hallam

Accurate, reliable insights 'without any hallucinations' - transforming Hallams client reporting

Accurate, reliable insights 'without any hallucinations' - transforming Hallam’s client reporting

Charlie Oscar
Company size

~75 employees

Headquarters

Nottingham, UK

Agency Type
Independent digital marketing agency delivering integrated campaigns across search, social, and creative
Use Cases

Automated reporting in Slides format

Reliable, narrative-driven insights

Improved report quality without additional tools or systems

Challenge

Before Fluent, reporting at Hallam was disjointed and inefficient:

  • Automated dashboards were produced but rarely viewed by clients.

  • Monthly slide decks often relied on screenshots of dashboards or even manual data entry.

  • Considerable time went into reporting, but outputs lacked consistency and quality.

“Everyone hated reports week, and every attempt to improve it ended up just making more work.”

Solution

Hallam turned to Fluent to streamline reporting while maintaining quality and control.

  • Accuracy without hallucinations: Unlike past experiments with LLM-based reporting, Fluent always delivers insights that are backed by data. Not a single fabricated statement.

  • Seamless integration with Slides: Reports were generated in a style perfectly suited to Hallam, also saving a significant amount of time on the previously time-consuming analysis.

“I’ve not seen a single hallucination out of Fluent - every statement it’s made has been backed up by the data provided to it!”

Outcome

Fluent has fundamentally changed reporting at Hallam:

  • Reports now carry a new level of trust - reliable, data-backed, and free from hallucinations.

  • Specialists have more bandwidth to provide value-added commentary rather than slogging through manual data work.

  • Reporting outputs are more consistent and higher quality, raising the standard of client communication.

“Once live, we saw reports not only produced faster, but better than before. The quality of insights has stepped up significantly.”

1096

Hours Saved

79

% Improvement

7.3

FTEs Reclaimed

30+

Reports Automated

Client words

‘Improve reporting’ has been a company objective assigned to me every year for the past five years. This year is the first year I’m confident it won’t be next time. That’s thanks to Fluent. Everyone at the company is genuinely enthusiastic about it, in a way they’ve not been for any system before.

- Jonathan Catton, Head of Data & Insights

Details

How it was rolled out

Hallam piloted Fluent on one report, refined the output, then scaled across their client base.

Team involvement

Specialists and account managers collaborated with Fluent’s implementation team to align reporting with Hallam’s tone and standards.

Day-to-day impact

Fluent now generates slide reports automatically - in the exact format Hallam used before - leaving the team to focus on interpretation and strategy.

Capabilities

Automated report generation

Reports created in Hallam’s existing templates, tone, and logic.

Narrative insights

Each report explains what changed, why it happened, and what to do next.

Blended data

Performance data pulled and combined across multiple channels in one place.

Scheduling

Directly in their inbox

Data Sources

Meta Ads

Google Ads

Google Analytics 4

Tiktok

Google Search Console

Microsoft Ads

StackAdapt

Let's Go
Let's Go

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