Case Study: Sales Data Insights using AI

By intelia | @intelia | March 25, 2025

intelia worked with a Telecommunications customer to document and refine their requirements, and additionally worked alongside their data teams to rapidly develop and implement a technical solution. This solution was successfully showcased at their sales conference and now serves as a key component of their AI strategy.

The challenge

The customer’s sales team needed a more efficient way to gain insights from their complex and fragmented data landscape. With data spread across multiple systems—including Salesforce, Excel spreadsheets, and various reporting tools—extracting meaningful insights required extensive data analysis, engineering effort, and multiple iterations. This inefficiency hindered timely decision-making and created challenges in providing business users with accurate, real-time information.

The solution

intelia developed and integrated multiple datasets into BigQuery, creating a centralized and scalable data foundation. Using Dataplex, we structured and cataloged the data for efficient discovery and governance.

To enhance accessibility, we implemented a Looker-powered front end where users could ask natural language queries. These queries were processed by GenAI on Vertex AI, which translated them into SQL and executed them against the datasets. The resulting tabular data was then further analyzed by GenAI to generate concise summaries and insights, providing users with instant, AI-driven answers.

The results

intelia’s solution enabled the customer to streamline their data engagement process, giving end users the ability to access actionable insights more efficiently. By implementing Natural Language Search over structured data and leveraging machine learning-driven insights, we significantly reduced the time required to interpret and act on information. This transformation empowered the team to quickly implement direct recommendations for customer acquisition and service upsell, driving business growth and improving operational efficiency.