Master Concept and Supermetrics team up to feed marketing data into Gemini Enterprise

What was announced

Master Concept has partnered with Supermetrics, which describes itself as an AI-powered marketing intelligence platform. The goal is to help businesses connect, analyse and act on marketing data across analytics, advertising and AI systems, as FutureCIO reported.

Master Concept's co-founder and CEO, Derek Chan, framed the logic this way: enterprise AI is more useful when it can reach the data companies already depend on.

How the connection works

Supermetrics links marketing data to the reporting, analytics, data and AI tools that businesses already use. The specific product here is Supermetrics for Gemini Enterprise, Google's AI offering for businesses.

It brings in data from GA4 (Google's web analytics service), advertising platforms and other marketing sources. Staff can then ask about performance, look into trends and interact with their campaigns using everyday language rather than building reports by hand.

Who it is for

The pitch is aimed at organisations that want marketing information to be more accessible across teams, not just to specialists. Master Concept's role is to help customers get that data moving from insight to action more efficiently.

Customers can try it through an exclusive 30-day Supermetrics free trial, which lets teams test the platform on their own marketing data.

What is still missing

This is a standard partnership announcement. The source offers no customer examples, accuracy measures or pricing beyond the trial.

So the open question is whether asking questions in natural language gives reliable answers on messy real-world campaign data. The trial is the only way the announcement lets buyers find out.